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1 – 10 of over 21000Warinrampai Rungruangjit and Kitti Charoenpornpanichkul
Food delivery applications (FDAs) are becoming more and more well-liked across Generations X, Y and Z, with Asia experiencing the biggest growth. These three generations of…
Abstract
Purpose
Food delivery applications (FDAs) are becoming more and more well-liked across Generations X, Y and Z, with Asia experiencing the biggest growth. These three generations of consumers have distinct views toward using FDAs because they were influenced by various social environments, cultures and experiences. Therefore, marketers ought to present customers with various values. The purpose of this study is to investigate how the theory of consumption values (TCV) affects the intention of various generational cohorts to continued usage intentions.
Design/methodology/approach
Online surveys were distributed to 745 Thai customers who had previously ordered meals from FDAs to collect information. The data were analyzed using partial least squares structural equation modeling and multigroup analysis.
Findings
Results reveal that there are significant differences among Generations X, Y and Z, while emotional value is insignificant. Generation X is concerned about functional and conditional value, whereas Generation Y expresses the highest concern on epistemic and social value. Meanwhile, Generation Z pays attention to epistemic, functional and social value.
Originality/value
The novelty of this study contributes to TCV affecting the different FDAs consumption value among Generations X, Y and Z, while the previous research only focused on gender and age difference, and this study firstly combines FDAs with TCV to predict the consumers’ intention to continuously use FDAs in the post-COVID-19 outbreak.
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Sarah Gardiner, Debra Grace and Ceridwyn King
The purpose of this paper is to explore congruency between the self-identity of Baby Boomer, Generation X and Generation Y consumers with the generational label and popularised…
Abstract
Purpose
The purpose of this paper is to explore congruency between the self-identity of Baby Boomer, Generation X and Generation Y consumers with the generational label and popularised identity of each generational cohort.
Design/methodology/approach
Data were collected using a mixed methods approach of focus groups (n=49) followed by an online survey (n=627) of Baby Boomer, Generation X and Generation Y consumers. Focus group data were thematically analysed. Descriptive, ANOVA and factor analysis was conducted on the survey data.
Findings
The results show that most consumers only have a vague association with their generational label and profile and find it easier to characterise generations that are different to their own. Generation self-identity congruency is greater among members of the Baby Boomer cohort compared to the younger generations. Yet, even in the Baby Boomer cohort, generational identity is not homogenous among its members.
Practical implications
The results challenge the explicit use of generational labels and stereotypes in marketing strategy.
Originality/value
Given the immense interest and application of generational cohort segmentation, understanding whether and why consumers identify with cohort labels and profiles is critical. The paper questions the longevity of generational cohort analysis given the limited understanding and relevance of this concept to consumers.
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Martinette Kruger and Adam Viljoen
This study aims to identify the preferences of wine consumers based on age cohorts to identify differences in consumption from a developing country perspective, with a…
Abstract
Purpose
This study aims to identify the preferences of wine consumers based on age cohorts to identify differences in consumption from a developing country perspective, with a predominantly younger population, to determine wine consumption longevity.
Design/methodology/approach
The target population was wine consumers in South Africa. Through convenience sampling, the data were collected in 2020 via a self-administered online questionnaire. In total, 20,997 fully completed the questionnaire. The age categories of the respondents were assigned to a particular age cohort to differentiate the market.
Findings
The age cohorts revealed five cohorts, namely, Gen Z: 18–24 years (11%); Young Gen Y: 25–34 years (32%); Mature Gen Y: 35–44 years (25%); Gen X: 45–54 years (17%); and Baby boomers: 55+ years (15%). Segmenting South African wine consumers based on their age cohorts revealed statistically significant differences based on their socio-demographics, wine preferences and consumption behavior. A typology of domestic wine consumers is consequently proposed: basic, budget conscious and image-oriented wine drinking Gen Z’s; experimenting and enjoyment-oriented wine drinking Young Gen Y-ers; aspirational and purposive wine drinking Mature Gen Y-ers; ritual-oriented, avid and conspicuous wine drinking Gen X-ers; and conservative, value-seeking and experienced wine drinking Baby Boomers.
Practical implications
This knowledge has important marketing implications and can create a greater appreciation for South African wines among the different age cohorts. The research shows the value of the generational theory in understanding wine consumers’ consumption and highlights the importance of analyzing different generations rather than solely focusing on one, as this could lead to mismanagement of resources.
Originality/value
This is one of the most comprehensive national surveys aimed at the South African wine consumer. The research fills the current literature gap regarding the characteristics of the different age cohorts and shows how wine consumption and preferences may change over time.
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Mª Carolina Rodríguez-Donate, Margarita E. Romero-Rodríguez and Víctor Javier Cano-Fernández
This paper compares the socio-demographic features, wine consumption preferences and habits of individuals of Generations X and Y. The influence of age, as a life cycle effect, on…
Abstract
Purpose
This paper compares the socio-demographic features, wine consumption preferences and habits of individuals of Generations X and Y. The influence of age, as a life cycle effect, on individuals' consumption preferences from the same generation is analysed. In addition, the generational effect and period effect on consumption by each generation are studied to ascertain changes in preferences due to specific values of their birth cohort or period.
Design/methodology/approach
Mixed ordered logit models are estimated to identify which traits influence the probability of consuming a certain quantity of wine for each generation. The variability of the effects of different variables on the consumption decision is analysed in depth, as a reflection of the unobserved heterogeneity present in individuals' decisions. For this purpose, data from two exhaustive surveys carried out in Tenerife (Canary Islands) over a time interval of 13 years are used.
Findings
Individuals' age and period are relevant factors in the consumption decision. There are some similarities in the behaviour of both generations, although the variability of the effects of some individual traits is greater for Generation X.
Originality/value
This paper contributes to a better understanding of the profile of wine consumers from different generations through a joint analysis of age effects, period and cohort, which have rarely been addressed jointly in the literature. In addition, it provides an exhaustive analysis of the heterogeneity in consumption preferences that highlights the variability of the effects found.
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Jacqueline K. Eastman and Jun Liu
This paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials).
Abstract
Purpose
This paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials).
Design/methodology/approach
With an email sample of 220 adult consumers living in the southeast USA, this study measures status consumption, generational cohort, and demographics.
Findings
The study finds significant differences in the level of status consumption by generational cohort. The average level of status consumption was highest for Generation Y, followed by Generation X and then Baby Boomers. In looking at the significance of these differences between individual cohorts, there was a significant difference between Generation Y and Baby Boomers. This suggests that while there are differences in the level of status consumption by generation, this difference is only significant between Generation Y and Baby Boomers. This paper then examines if this relationship between generational cohort and status consumption is impacted by demographic variables, such as gender, income, and education. The results illustrate that, holding generation constant, there is no significant relationship between gender, income, or education with status consumption. There is also no significant interaction between generational cohort and the demographic variables of gender, income, and education. This suggests that the relationship between generational cohort and status consumption is due only to generation and is not being impacted by other demographic variables.
Research limitations/implications
Limitations of the study include that it was a convenience sample of predominately white, educated, and younger adult respondents. Additional research is needed to specifically examine ethnic group differences and cohorts prior to the Baby Boomers.
Practical implications
For luxury marketers they need to consider generational cohort, rather than other demographic variables, when segmenting their market.
Originality/value
This paper addresses a gap in the literature by examining if there are differences in the motivation to consume for status based on generational cohort, focusing on the cohorts of Baby Boomers, Generation X, and Generation Y. Additionally, this paper proposes that generational cohort is a better means to segment the status consumer than other demographic variables.
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Joanna Fountain and Charles Lamb
The primary aim of this research is to identify the wine consumption behaviour of Generation Y in New Zealand to explore whether differences exist in the wine behaviour of Gen Y…
Abstract
Purpose
The primary aim of this research is to identify the wine consumption behaviour of Generation Y in New Zealand to explore whether differences exist in the wine behaviour of Gen Y in comparison to Generation X and to seek possible explanations for these differences, in terms of cohort, age and period.
Design/methodology/approach
A quantitative survey was conducted with a random sample of residents of Christchurch, New Zealand in 1998 and again in 2008. Three forms of analysis were undertaken: time lag (comparing Gen Y, aged 18‐29 in 2008 with Gen X, aged 20‐29 in 1998), cross‐sectional (comparing Gen Y in 2008 with Gen X, aged 30‐39 in 2008) and longitudinal (comparing Gen X in 1998 and 2008).
Findings
In relation of wine consumption, there is no difference in the proportion of Gen X and Gen Y in New Zealand consuming wine as young adults, which is remarkably similar to the proportion of wine drinkers in the population as a whole. In terms of the evidence reported elsewhere that Generation Y are consuming more wine, and at a younger age, than their Gen X counterparts, this research supports this contention; New Zealand Gen Y are drinking wine more frequently, and in more everyday contexts than their older counterparts were at a similar age, although they are less likely to consume wine on special occasions.
Research limitations/implications
The research focuses on a relatively small sample within a specific urban New Zealand setting and further application to the country as a whole may be useful. Qualitative research, perhaps using a recall methodology to explore previous consumption behaviour, would help to provide more explanation for the findings.
Originality/value
This is the first research project to explore the wine behaviour of Gen Y in a New Zealand context. This research has used a random and representative sample and has been able to analyse cross‐sectional, longitudinal and time‐lag data for Gen Y and Gen X; an approach that has not previously been used in generational research on wine consumption behaviour and which provides insights not available using one method alone.
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H.A. Dimuthu Maduranga Arachchi and G. Dinesh Samarasinghe
This study aims to examine the influence of the derived attributes of embedded artificial intelligence-mobile smart speech recognition (AI-MSSR) technology, namely perceived…
Abstract
Purpose
This study aims to examine the influence of the derived attributes of embedded artificial intelligence-mobile smart speech recognition (AI-MSSR) technology, namely perceived usefulness, perceived ease of use (PEOU) and perceived enjoyment (PE) on consumer purchase intention (PI) through the chain relationships of attitudes to AI and consumer smart experience, with the moderating effect of consumer innovativeness and Generation (Gen) X and Gen Y in fashion retail.
Design/methodology/approach
The study employed a quantitative survey strategy, drawing a sample of 836 respondents from Sri Lanka and India representing Gen X and Gen Y. The data analysis was carried out using smart partial least squares structural equation modelling (PLS-SEM).
Findings
The findings show a positive relationship between the perceived attributes of MSSR and consumer PI via attitudes towards AI (AAI) and smart consumer experiences. In addition, consumer innovativeness and Generations X and Y have a moderating impact on the aforementioned relationship. The theoretical and managerial implications of the study are discussed with a note on the research limitations and further research directions.
Practical implications
To multiply the effects of embedded AI-MSSR and consumer PI in fashion retail marketing, managers can develop strategies that strengthen the links between awareness, knowledge of the derived attributes of embedded AI-MSSR and PI by encouraging innovative consumers, especially Gen Y consumers, to engage with embedded AI-MSSR.
Originality/value
This study advances the literature on embedded AI-MSSR and consumer PI in fashion retail marketing by providing an integrated view of the technology acceptance model (TAM), the diffusion of innovation (DOI) theory and the generational cohort perspective in predicting PI.
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The purpose of this paper is to look at the successful generational cohort segmentation from global and country-specific formative experiences in the USA, to examine the…
Abstract
Purpose
The purpose of this paper is to look at the successful generational cohort segmentation from global and country-specific formative experiences in the USA, to examine the justification of cohort segmentation in South Africa. It also describes the demographic and psychographic characteristics of the latest consumer cohort – Generation Y for the interest of retailers and marketing managers.
Design/methodology/approach
The study gathers secondary data by carefully scrutinizing books, journal articles, essays and dissertations. From these secondary sources, summaries of various findings and important scholarly insights into the qualifying factors for cohort formation and the important characteristics that make Generation Y an attractive consumer segment are provided.
Findings
Findings show that, generational cohort segmentation is reserved for countries whose defining moments meet some qualifying conditions. South Africa can segment consumers in terms of generational cohorts because the historic and political defining events the country experienced fulfil the requirements for cohort formation. Particularly, apartheid is suggested to be the country-specific defining event backing the labelling of Generation X and Y South Africans. Generation X should thus be “the apartheid, socio-economic instability cohort” and Generation Y should be “the post apartheid socio-economically liberated cohort” Findings also show that Generation Y South Africans constitute a majority of the growing middle class, termed “Black Diamonds”.
Originality/value
In addition to providing summaries of useful marketing-related reasons to target Generation Y consumers, this study assesses the qualification of South Africa’s historic and political events in forming consumer cohorts for generational marketing.
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Olga Ivanova, Javier Flores-Zamora, Insaf Khelladi and Silvester Ivanaj
The purpose of this paper is to identify the generational cohort effect on responsible consumer behavior. Based on the theory of planned behavior and the generational cohort…
Abstract
Purpose
The purpose of this paper is to identify the generational cohort effect on responsible consumer behavior. Based on the theory of planned behavior and the generational cohort theory, the authors test the impact of perceived consumer effectiveness (PCE), media exposure (ME), the social group influence of family and peers and self-identity on the intention of Generation X and Generation Y to purchase environmentally responsible products.
Design/methodology/approach
The data were collected from 1,870 respondents in France. Based on the factor scores from a confirmatory factor analysis, the authors tested for interaction effects by employing regression and path analyses. A two-group structural model evaluated the strength of each cohort’s direct effects and the significant differences between the groups.
Findings
The results reveal a generational (cohort) effect on the relationship between PCE and ME and the intention to purchase environmentally responsible products.
Research limitations/implications
The convenience sample shows bias toward younger people, especially students. In addition, some latent variables show low AVE scores, probably due to scale interpretation differences. By measuring purchase intention, the study disregards the actual behavior of consumers.
Practical implications
To increase consumers’ personal involvement in responsible purchasing behaviors, marketers could cater to the social desirability side of Gen Y by emphasizing products that express community values; on the other hand, marketers could appeal to the PCE of Gen X by providing more information and convincing them that their actions matter.
Social implications
The efficiency of awareness and promotional campaigns for environmentally responsible products will be enhanced when marketers employ segmentation based on generational cohorts.
Originality/value
The study contributes to a better understanding of responsible consumer behavior by identifying generational cohort differences.
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Carolina Herrando, Julio Jimenez-Martinez and M.J. Martin-De Hoyos
The proliferation of social commerce websites has allowed consumers to share and exchange information, experiences, advice and opinions. Recently, information provided by users…
Abstract
Purpose
The proliferation of social commerce websites has allowed consumers to share and exchange information, experiences, advice and opinions. Recently, information provided by users has been considered more trustworthy than the information shared by companies. However, the way in which users interact with technology can vary with age, and generational cohorts show different shopping behaviors, interests and attitudes. Hence, the way users process information (user-generated vs company-generated) can affect trust differently. Drawing on the trust transfer theory and the generational cohort theory, the purpose of this paper is to analyze the effects on user- and company-generated information in boosting trust of three different cohorts (Generation X, Y and Z).
Design/methodology/approach
The data were collected through an online survey. The sample comprised 715 users of social commerce websites, aged between 16 and 55 years old. The study was analyzed using partial least squares with the statistical software Smart PLS 3.
Findings
The empirical results show that generational cohorts show different patterns. Generation X transfers trust to social commerce websites mainly from trust in information generated by companies, while Generation Z transfers trust mainly from information generated by users. Finally, Generation Y, in contrast to previous findings about millennials, develops trust based on company-generated information to an even greater extent than does Generation X.
Originality/value
The originality of this study lies in its analysis of generational differences when it comes to trusting one type of information over another. This study contributes to the idea that users cannot be considered as a whole but must be segmented into generational cohorts.
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