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Article
Publication date: 28 May 2020

Norhayati Zakaria, Wan-Nurisma Ayu Wan-Ismail and Asmat-Nizam Abdul-Talib

The purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the…

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Abstract

Purpose

The purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the focus is to understand three different types of value orientation (specifically cultural values, material values and religious values) and its effects on conspicuous consumption behaviour.

Design/methodology/approach

An integrative theoretical model is proposed based on Hofstede's cultural dimension, the materialism value scale and religious commitments to predict the relationship for the value orientations of Generation Y's (Gen Y's) conspicuous consumption behaviour. The data was collected from undergraduate students enrolled in general education courses in three universities in Malaysia. Using cross-sectional data, 262 sets of valid questionnaires were used to perform the statistical analysis for the measurement and structural model using partial least squares equation modelling (PLS-SEM) path modelling.

Findings

We position our study by raising the pertinent question of “Seriously, Conspicuous Consumption?” to establish a clear understanding of whether Malaysian Gen Y individuals are conspicuous consumers and, if they are, which of the three values matter the most. In order to answer the question of whether Malaysian Gen Y engages in conspicuous consumption, we arrive at an understanding that, given multi-value orientations, conspicuous behaviour can be motivated and impacted by one value orientation and constrained by others. Hence, value orientation offers an insightful explanation of one specific type of consumer behaviour in the context of Asia as an emerging global market. Thus, our study provides two key theoretically significant findings. In general, our findings provide insights into how the multi-value orientations (i.e. cultural, material and religious orientations) contribute to several bodies of literature—namely, conspicuous consumption, international marketing and transcultural marketing. The results revealed that collectivism and materialism were positively and significantly related to conspicuous consumption. Uncertainty avoidance, although significant, had a negative relationship with conspicuous consumption. The other values (masculinity, power distance and religious values) were not significantly related to conspicuous consumption.

Research limitations/implications

Purchasing luxury goods is becoming an emergent phenomenon in Asia, particularly among young consumers. This paper provides marketing managers, particularly brand owners, with practical and realisable examples of how to plan and execute their marketing plans. A more profound understanding of this relationship may also serve to aid marketing managers in devising more focused marketing strategies and thus allocate marketing resources more efficiently. Hence, marketers could develop an effective communication strategy so that the target consumers will be aware of their goods because the purchase of luxury goods is likely to be motivated by social, cultural and personal factors.

Originality/value

This article examines the impact of value orientations on conspicuous consumption behaviour in Malaysian Gen Y consumers. The model proposed in this study is useful in predicting conspicuous consumption among Gen Y. By identifying the factors influencing this emergent type of consumer behaviour, global retailers will be informed about this particular market segmentation in terms of its preferences and desires. The article discusses the research findings and concludes with managerial implications and limitations.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 12 April 2019

Rozaimah Zainudin, Nurul Shahnaz Mahdzan and Ming-Yee Yeap

The concept of “buy now pay later” leads Malaysian Generation Y (Gen Y) to excessively use their credit cards for spending. To gauge the extent of this worrisome scenario, the…

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Abstract

Purpose

The concept of “buy now pay later” leads Malaysian Generation Y (Gen Y) to excessively use their credit cards for spending. To gauge the extent of this worrisome scenario, the purpose of this paper is to attempt to investigate the factors, including credit attitudes, knowledge on credit card, materialism, social norm and self-efficacy, that influence credit card misuse amongst Gen Y in Malaysia.

Design/methodology/approach

The authors have collected responses from a total of 501 respondents in two urban areas in Malaysia and estimated six multiple regression models to test five hypotheses.

Findings

The results suggest that credit card knowledge and self-efficacy are negatively related to credit card misuse amongst Gen Y in Malaysia. In contrast, positive relationships were found to exist between credit card attitudes, materialism and social norm and the dependent variable.

Research limitations/implications

In this study, the authors limit the data collection to the two biggest urban areas in Malaysia, namely, Klang Valley and Ipoh.

Practical implications

For the regulator’s perspective, the results can be used to understand the alarming indebtedness behaviour amongst working members of Gen Y and outline appropriate and effective policies to reduce their serious indebtedness. Financial service providers, however, can collaborate with regulators to curb credit card misuse amongst Gen Y, so that the latter can avoid high bad debt from line of credit facilities and bankruptcy.

Originality/value

The study’s findings will further enrich the existing literature on the factors affecting the credit card misuse, especially for the unique Gen Y cohort in Malaysia.

Details

International Journal of Bank Marketing, vol. 37 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 29 April 2019

NH Marmaya, Za Zakaria and Mohd Nasir Mohd Desa

This study aims to investigate factors that influenced Malaysia’s Gen Y consumers’ behavioral intention to purchase halal food in Malaysia.

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Abstract

Purpose

This study aims to investigate factors that influenced Malaysia’s Gen Y consumers’ behavioral intention to purchase halal food in Malaysia.

Design/methodology/approach

A quantitative method was adopted in this study and responses were obtained from 110 Gen Y consumers in Malaysia.

Findings

Using partial least squares structural equation modeling (PLS-SEM), the results showed that subjective norms and perceived behavioral control influenced behavioral intention among Gen Y consumers to purchase halal food, while attitude did not play a significant role in the purchase of halal food products among Gen Y consumers.

Research limitations/implications

This study adopts a cross-sectional research design and examines the opinions of consumers at only one point in time. Future research also may look upon halal awareness toward other products in a broader geographical area and in other different culture. Longitudinal research design and a bigger sample size should be conducted in future to obtain better results.

Practical implications

The result of the study would serve as a reference to Malaysian Statutory bodies and food industry on the current intention of Malaysian Gen Y toward halal food.

Originality/value

Limited researchers have studied Gen Y consumers’ intention to purchase halal food products.

Details

Journal of Islamic Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1759-0833

Keywords

Open Access
Article
Publication date: 15 May 2019

Ali Shafiq, Md Imtiaz Mostafiz and Mutsumi Taniguchi

The purpose of this paper is to use SERVQUAL to measure Generation Y’s (Gen Y) perceived service quality and its effects on their satisfaction toward the Malaysian hotel industry.

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Abstract

Purpose

The purpose of this paper is to use SERVQUAL to measure Generation Y’s (Gen Y) perceived service quality and its effects on their satisfaction toward the Malaysian hotel industry.

Design/methodology/approach

The required data were collected through questionnaire, distributed to 200 respondents in four areas of Klang Valley. The collected data were put through multiple regression to identify the effect of SERVQUAL dimensions on service quality.

Findings

The results reveal that all the elements of SERVQUAL, except tangibility, had a significant and positive relationship with customer satisfaction.

Research limitations/implications

It is a niche area research which is done on a small population in a specified geographical area within Malaysia, though its research implications are significant and add significantly to the tourism literature with respect to Gen Y.

Practical implications

This research holds importance in the growing service tourism and hoteling industry in Malaysia, where Gen Y holds a key economic position and is predicted to grow even further in the near future.

Originality/value

It is a niche area research done on very specific consumers in Malaysia. It, therefore, adds to the emerging field of tourism in relation to Gen Y.

Details

Journal of Tourism Futures, vol. 5 no. 1
Type: Research Article
ISSN: 2055-5911

Keywords

Open Access
Article
Publication date: 7 October 2020

Intan Azurin Zainee and Fadilah Puteh

As the new emerging workforce, Generation Y (Gen Y) is said to be demanding, influential and possessing strong bargaining power. This study examines the impact of corporate social…

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Abstract

Purpose

As the new emerging workforce, Generation Y (Gen Y) is said to be demanding, influential and possessing strong bargaining power. This study examines the impact of corporate social responsibility (CSR) on employee retention among Gen Y in the accounting profession. CSR is widely researched subject due to its applicability in multidisciplinary fields and industries. This research intends to investigate the nexus between CSR and human capital disciplines. It employs Carroll's pyramid of CSR as the main theoretical framework to establish its relationship with talent retention among Gen Y employees. This study has a threefold aim: (1) to determine the level of CSR awareness, (2) to determine the relationship between CSR dimensions and talent retention and (3) to examine the effect of CSR dimensions on talent retention.

Design/methodology/approach

The paper opted for an exploratory study using the structured questionnaire. A total of 377 Gen Y accountants who are currently working in accounting firms located in Klang Valley, Malaysia, were involved as respondents. Data were analyzed using descriptive, correlation and regression analyses to answer the research objectives.

Findings

The paper provided empirical insights about the impact brought by CSR practices in financial-based firms on employee retention. It was found that all CSR elements, as suggested by Carroll, have a significant relationship with employees’ retention. The interaction between the CSR elements and employee retention accounts for 16% of the research model. Based on the multiple regression analysis, it was found that only two CSR elements are the significant predictors of employee retention among Gen Y in the case of financial-based firms in Malaysia.

Research limitations/implications

This research covers Gen Y employees in accounting firms; thus, generalization is not applicable to other generations. Besides, the predictors of the research study utilize Carroll’s pyramid of CSR. Therefore, future research studies are encouraged to validate the research model into other sectors. Other models of CSR could also be used.

Practical implications

This paper includes implication for the organization to understand employee retention practices on Gen Y who are currently dominating the workforce.

Originality/value

This paper fulfills an identified need to study how CSR practices could enhance employee retention among Gen Y in the organization.

Details

Revista de Gestão, vol. 27 no. 4
Type: Research Article
ISSN: 1809-2276

Keywords

Article
Publication date: 31 May 2022

Ida Lopez, Nurul Shahnaz Mahdzan and Mahfuzur Rahman

Using the integrated behavioural model as a theoretical framework, this study aims to identify salient beliefs underlying intention to save regularly among Gen Ys in Malaysia.

Abstract

Purpose

Using the integrated behavioural model as a theoretical framework, this study aims to identify salient beliefs underlying intention to save regularly among Gen Ys in Malaysia.

Design/methodology/approach

Semi-structured interviews were conducted with 13 participants who were selected using purposive and snowball sampling methods.

Findings

While Gen Ys are not pushed by others to save, they find that older people (parents, parents-in-law, colleagues and relatives) influence them to save. The main facilitator of regular saving behaviour is low financial commitments. Expenses, particularly unexpected expenses, was found to be the main factor impeding the performance of regular saving. Overall, the participants feel that, irrespective of what happens in the future, they want to continue saving regularly. Lastly, self-efficacy might be present for some participants, but not self-control. Some end up withdrawing their savings for spending, emergency, and travel, thus ending up almost depleting their savings.

Research limitations/implications

Of this study’s 13 interviewees, only one has not managed to save any money. Such an imbalanced sample composition was not deliberate. It appears those who have not saved money were reluctant to be interviewed, as this topic might be uncomfortable for them. This could have led to only those who save being eager to be interviewed.

Practical implications

Policy makers should find this study useful, as the behaviour of Gen Ys in Malaysia is different from the overall perception of Malaysians’ financial behaviours. Gen Ys have positive attitudes towards saving money, although they do not seem to practice long-term saving. Policymakers could identify, with banks and the Employee Provident Fund, ways to encourage Gen Ys to think long term. Government could play its part by creating and increasing awareness amongst Gen Ys on the long-term consequences of inadequate savings.

Originality/value

This study contributes to the literature by identifying the salient beliefs underlying regular saving behaviour through the conduct of elicitation interviews. It is an empirically grounded study enhancing the understanding of intention to perform regular saving among Gen Ys in an emerging market.

Details

Qualitative Research in Financial Markets, vol. 15 no. 1
Type: Research Article
ISSN: 1755-4179

Keywords

Article
Publication date: 19 September 2018

Asliza Yusoff, Noor Hazlina Ahmad and Hasliza Abdul Halim

Drawing on the institutional theory and the theory of planned behaviour, the purpose of this paper is to empirically investigate the impact of social institutional and…

Abstract

Purpose

Drawing on the institutional theory and the theory of planned behaviour, the purpose of this paper is to empirically investigate the impact of social institutional and psychological variables on the formation of agropreneurial intention and behaviours using samples from Malaysia.

Design/methodology/approach

Via a six-month longitudinal study, the paper analyses whether normative forces supplied by subjective norm and social networking impact psychological variables and agropreneurship activities.

Findings

The model explained a satisfactory percentage of the variance in all five dimensions of agropreneurial behaviour, intention and the psychological variables. The results suggest a certain path in the configuration of agropreneurial intention and behaviour.

Research limitations/implications

The longitudinal effect of intention on actual agropreneurial behaviour was limited to six months longitudinal time only. Hence, the causality between intention and actual behaviour could not be strongly demonstrated. Nevertheless, future study on agropreneurial behaviour can replicate this study by extending the longitudinal time frame to more than six months.

Practical implications

Key policy actions should increase the agropreneurial social events such as agropreneurship’s seminars, forums or workshops to exert more normative influence on the young Gen Y.

Originality/value

This study shows that the development of agropreneurial intention and behaviour is the significant effect of social institutional and psychological influences. The results suggest that six-month period is adequate for Malaysian Gen Y to make appropriate preparation for the establishment of an agropreneurial business.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 25 no. 3
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 11 September 2017

Naser Valaei and S.R. Nikhashemi

The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in…

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Abstract

Purpose

The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel.

Design/methodology/approach

A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach.

Findings

The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention.

Originality/value

This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 21 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 29 September 2022

Sze Ling Ng, Sajad Rezaei, Naser Valaei and Mohammad Iranmanesh

The objective of this study is to examine the drivers of retail apps satisfaction and continuance intention. An integrative theoretical framework was developed based on the IS…

Abstract

Purpose

The objective of this study is to examine the drivers of retail apps satisfaction and continuance intention. An integrative theoretical framework was developed based on the IS success model, E-S-QUAL and expectancy and disconfirmation model to explain retail apps users’ satisfaction and continuance intention.

Design/methodology/approach

A total of 359 useable data were collected from the targeted Malaysian respondents who had experience in using retail apps services. Data were analysed using the partial least squares technique.

Findings

The results indicate that system quality and e-service quality positively influence retail apps usage satisfaction and have positive direct and indirect effects through satisfaction on continuance intention. The price level has a negative effect on retail apps usage satisfaction. Even though price level has no direct effect on continuance intention to use retail apps, it has an indirect effect on continuance intention through satisfaction.

Originality/value

Although the success of a marketing channel mainly depends on its continuance usage rather than first-time usage, few studies have paid attention to retail apps services. This study contributes to the advancement of knowledge on retail apps by explaining the roles of system quality, e-service quality and price level on retail apps satisfaction and continuance intention. Interestingly, the findings of multi-group analysis imply that female Gen Y app users are more satisfied than males while such differences do not impact their continuance intention to use the retail apps. The findings also suggested that frequency of using apps has no relevance to retail apps user satisfaction, but highly relevant to their continuance intention to use retail Apps services.

Details

Asia-Pacific Journal of Business Administration, vol. 16 no. 2
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 24 November 2023

Ida Lopez, Nurul Shahnaz Mahdzan and Mahfuzur Rahman

Using the integrated behavioural model (IBM) as a theoretical framework, this study aims to identify the determinants of saving behaviour among Malaysia's income-earning…

Abstract

Purpose

Using the integrated behavioural model (IBM) as a theoretical framework, this study aims to identify the determinants of saving behaviour among Malaysia's income-earning Generation Y (Gen Y) born in the years 1980–1995.

Design/methodology/approach

The study was conducted using a questionnaire survey targeting Gen Y respondents 500 sets of responses were obtained via convenience sampling method.

Findings

Analysis conducted using partial least squares structural equation modelling (PLS-SEM) revealed that there were positive relationships among instrumental attitude, injunctive norm, perceived control, self-efficacy and intention to save. Secondly, intention to save, financial literacy and time preference were found to positively influence saving behaviour.

Practical implications

Policymakers may find this study useful as the results reveal saving behaviour determinants of Gen Ys in Malaysia, and policies could then be formulated to improve Gen Y's saving behaviour.

Originality/value

This study contributes to the literature by applying the IBM to a study on saving behaviour.

Peer review

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-05-2023-0340

Details

International Journal of Social Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0306-8293

Keywords

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