Search results

11 – 20 of over 48000
Article
Publication date: 20 November 2017

Arham Adnan, Asad Ahmad and Mohammed Naved Khan

The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers.

2759

Abstract

Purpose

The purpose of this paper is to identify what lifestyles best explain and impact ecological behavior among young Indian consumers.

Design/methodology/approach

This paper adapts the lifestyle scale developed by He et al. (2010) and the Actual Commitment scale to the Indian context to describe its impact on the young consumer’s ecological profile. The study is based on an extensive literature review. The data were obtained from a questionnaire handed out to a sample of 250 students. With the information obtained, and after the scale validation process, a structural equation analysis has been conducted.

Findings

Findings of the study highlight that environmental patterns and lifestyle factors are those that best characterize the ecological market segment. This group of young consumers is characterized by their self-identity and a feeling of uniqueness. They are people who always try to improve themselves and take actions which pose a new challenge for them. They are also characterized by having an ecological lifestyle, selecting and recycling products and taking part in events to protect the environment. This type of consumer is a present and future investment for firms that are committed to the environment.

Originality/value

The results of this study might interest consumer behavior researchers and those firms that care about the ecological consumers. Moreover, previous studies have not dealt with young consumers. Further research is needed including new psychographic variables.

Details

Young Consumers, vol. 18 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 20 May 2021

Heejung Park

In the uncertainty of the global economy, many young adults have financial independence from their parents and are making financial decisions in a difficult financial environment…

1382

Abstract

Purpose

In the uncertainty of the global economy, many young adults have financial independence from their parents and are making financial decisions in a difficult financial environment. This study aims to focus on debt management behavior for young adult consumers.

Design/methodology/approach

The data is from the 2010 National Longitudinal Survey of Youth 1997 (NLSY97). The NLSY97 includes information on US young consumers’ financial, demographic and attitudinal characteristics, as well as various socio-economic conditions, making it convenient to explore the relationships between financial behavior and psychology variables. In the 2010 survey, 4,110 young consumers were interviewed.

Findings

The results show that self-determination and motivation alone cannot bring about a direct change in financial behavior without the mediation of financial psychology. Therefore, consumer finance research should consider debt-management behavior by presenting different strategies than those currently used.

Originality/value

In the self-determination theory, emphasizes the internal grounds for distinguishing self-regulation from personality development and behavior. Specially, this paper deals with the financial behavior of young adult consumers through self-determination theory.

Details

Young Consumers, vol. 22 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 2 October 2017

Sanjeev Verma

The purpose of this paper is to find the niche segmentation of green consumers as a solution to psychographic or demographic predicament. Age cohort and generational cohort (Gen Y…

2083

Abstract

Purpose

The purpose of this paper is to find the niche segmentation of green consumers as a solution to psychographic or demographic predicament. Age cohort and generational cohort (Gen Y and Gen Z) of young consumers are studied for individualization and customization.

Design/methodology/approach

Age cohorts (Gen Z and Gen Y customers) have their unique needs. Both Gen Y (1981-1995) and Gen Z (post-1995) belong to the young consumer segment in the age group of 20-30 years but their generational cohorts are different. Strategic marketing advocates both generational marketing based on age cohorts and segmented marketing for young consumers. Strategic marketing faces cross-road between youth segmentation and generational cohort (Gen Z and Gen Y) due to intersection between the two during the 20-30 age group. Primary data using the ecological conscious consumer behavior (ECCB) scale was collected and analyzed for understanding the individual and relative importance of psychographic and demographic factors in influencing green behavior. The traditional youth segment is sliced into four sub-groups (Young Nest 1-4), and their interaction effect with post hoc analysis was done for the identification of sources of difference between different age cohorts. The findings of the study were compared with previous studies and unique contributions of this study were identified.

Findings

The findings indicate multiple niche young segments with demographic as the primary criterion and psychographic as the building block. Niche level and individual level segments emerge due to the interaction of various factors within a given age cohort. The findings confirm the identity development process which considered age as an important factor that affects varying choices throughout life from adolescence to adulthood.

Practical implications

The findings of this study may be used for effective targeting and positioning strategy of green marketing. In the time of analytics, age cohorts and generational cohort of young consumers can be approached differently for yielding better environmental results. The magnified niche level segmentation of young consumers may be used to develop individualized and customized promotions for young customers in Young Nest 1-4 for an enhanced ECCB.

Originality/value

Previous studies have focused more on consumer characteristics (demographic or psychographic) and their relative importance but niche level segmentation within given demographic segment was not attempted before. This study is unique in offering microscopic analysis of age cohorts of young consumers (Young Nest 1-4) and their interaction with other demographic variables (gender and income) for niche level segmentation.

Details

South Asian Journal of Business Studies, vol. 6 no. 3
Type: Research Article
ISSN: 2398-628X

Keywords

Article
Publication date: 6 November 2019

Yusuf Hassan and Jatin Pandey

Religion plays an important role in promoting and inhibiting consumption of goods and services. Halal food, for instance, represents one such food permitted by Islam. Within a…

1145

Abstract

Purpose

Religion plays an important role in promoting and inhibiting consumption of goods and services. Halal food, for instance, represents one such food permitted by Islam. Within a broader category of consumers for religiously sanctioned products such as halal food, young consumers represent an important segment, as they have a high lifetime value, thereby requiring special attention. This study aims to identify and examine individual and social factors that can foster young consumer’s engagement for halal products.

Design/methodology/approach

An inductive research approach using the Gioia method has been used to develop broader themes for discussion. The authors have also proposed a model for engaging young consumers for religiously sanctioned dietary products.

Findings

The paper provides empirical insights into the interplay of identities and value sources that encourages or forbids consumer engagement for halal products.

Practical implications

Globally, the halal food industry has been estimated to be worth $580bn, and it is growing at an average rate of 7 per cent annually. Marketers, thus, need to be aware of diverse consumers’ needs to provide a customized offering; they have to cater to adherent customers of these religiously sanctioned products by being sensitive to intricacies that make such food items consumable. The study will help marketers to better align their promotional strategies with the needs and requirement of young consumers.

Originality/value

In this paper, the authors have operationalized repeated interaction and associated consumption in the context of halal food to understand how religion and other factors play a role in strengthening or weakening consumer engagement. To the best of the authors’ knowledge, no study has been done to understand young consumer’s engagement for halal food products in the Indian context. India being a land of multi-religion and multi-culture, such studies can provide rich insights.

Details

Young Consumers, vol. 21 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 1 December 2005

Erin E. Baca, Juan Holguin and Andreas W. Stratemeyer

Direct‐to‐consumer advertising (DTCA) is a pervasive element in society today. Consumers have responded accordingly by becoming more knowledgeable, developing specific perceptions…

8381

Abstract

Purpose

Direct‐to‐consumer advertising (DTCA) is a pervasive element in society today. Consumers have responded accordingly by becoming more knowledgeable, developing specific perceptions and attitudes toward DTCA. The purpose of this article is to examine direct‐to‐consumer prescription drug advertising issues among younger adults as both consumers and caregivers to determine whether companies are, or should be, taking advantage of building brand value through DTCA.

Design/methodology/approach

A sample of 225 young adults answered questionnaires to measure the effects of DTCA. The questionnaire was based on a study by the National Consumers League and only the items that were most central to the current study were utilized and/or modified to measure the following key variables: age; current health status; prescription drug use; attitudes toward DTCA; interest in DTCA; DTCA recall; and inclination to seek additional information.

Findings

The findings show that demographics influence attitudes and interest in DTCA, as well as younger consumers' interest and propensity to seek additional information for themselves and family members. Details of the statistical analysis of the study are given.

Originality/value

The implications of the findings for pharmaceutical marketers, health care advisors, and academic researchers are discussed in the paper.

Details

Journal of Consumer Marketing, vol. 22 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 25 September 2019

Manu Sharma and Sudhanshu Joshi

This study aims to identify the dominant brand attributes based on the survey conducted among 100 young consumers to know their perceptions toward sustainable brands, using…

2145

Abstract

Purpose

This study aims to identify the dominant brand attributes based on the survey conducted among 100 young consumers to know their perceptions toward sustainable brands, using multi-criteria decision-making (MCDM) techniques, arithmetic hierarchical process (AHP) and technique for order preference by similarity to ideal solution (TOPSIS).

Design/methodology/approach

In total, 100 young consumers (18 to 24 age group) were asked to provide the pairwise comparisons for the 10 brands. MCDM methods were applied on triple bottom line dimensions to identify the best alternative. AHP is applied to compute weights for the brands’ attributes necessary for brand’s sustainability, further analyzed by TOPSIS method to rank Forbes’ top 10 brands as per young consumers’ intentions to buy.

Findings

Apple is the most sustainable brand perceived by young consumers followed by Google and Samsung. Being the top brand in Forbes list Apple also fulfills its responsibility toward the environment and recognizes young consumers’ perception accurately. Google is also contending with the same strategy and succeed in achieving a sustainable brand image. Samsung despite at number seven and second-highest revenues after Apple has managed excellently in building sustainable brand image.

Research limitations/implications

Findings have shown that the top global brands do not show the same order as they exhibit in their top ranking (Forbes, 2019), and thus, create a research gap to be fulfilled by identifying the causes for the same. The results show that brand consistency and performance can be achieved through implementing sustainable and green practices such as acting social responsibility, high-quality green products, environment protection, etc., and transforming these into capabilities.

Practical implications

The study is an attempt to further validate Forbes’s top brands based on their perception among young customers. The study may help practitioners and policymakers to understand and get familiar with a new methodology to evaluate brands and also how to develop a positioning strategy for targeting young consumers. The paper will be a useful source of information for marketers to know how young consumers from developing countries perceive top brands on the basis of sustainability.

Social implications

The social benefits of brand sustainability are related to improvements in the quality of environment, health and well-being. To link these, an enabling environment must be created that optimizes resource use, allocation and distribution.

Originality/value

The study is a unique attempt to use AHP and TOPSIS to evaluate the best – performing green brand from the perception of young customers in developing counties. Besides, the study provides brands attributes’ framework for sustainability and is significant for developing a model as per the choices of the young consumers.

Details

Young Consumers, vol. 20 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 26 March 2024

Xiaoting Shen, Yimeng Zhao, Jia Yu and Mingzhou Yu

This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.

Abstract

Purpose

This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.

Design/methodology/approach

The current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires.

Findings

Chinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels.

Research limitations/implications

The current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli.

Practical implications

This research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity.

Originality/value

This study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.

Details

Young Consumers, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 16 March 2010

Rajasekhara Mouly Potluri, George R. Pool and Saule Madibaeva Tatinbekovna

The purpose of this paper is to examine and evaluate the spending patterns and buying behaviors of two different age groups of young Kazakhstan consumers. In addition, this…

1074

Abstract

Purpose

The purpose of this paper is to examine and evaluate the spending patterns and buying behaviors of two different age groups of young Kazakhstan consumers. In addition, this research seeks to analyze the importance Kazakh parents give to their children's opinion on purchasing different products.

Design/methodology/approach

After a thorough revision of related literature on young consumers, the researchers used two types of questionnaires, and in‐depth personal interviews with 400 young Kazakhstan consumers in the 10‐14 and 15‐18 age groups and 100 Kazakh parents. The collected data were summarized, coded, and controlled by using SPSS 13.0 and Microsoft Excel software packages and analyzed by using frequency distribution.

Findings

Sixty‐one percent of the 10‐14 and 84 percent of the 15‐18 age groups of young Kazakhstan consumers receive weekly pocket money of below 250 Kazakh tenge and above 1,000 tenge, respectively, from parents. Related to spending patterns, 78 percent of 10‐14 age group children spend 74 percent of their pocket money for entertainment and food as against 50 percent in the 15‐18 age groups. The study found that 90 percent of parents in both the age groups took into account the opinions of their children when purchasing different household products and services.

Research limitations/implications

The city (Almaty) selected for this study is highly developed culturally, socially and economically when compared with the remaining parts of Kazakhstan.

Practical implications

The current study sheds light on the buying behavior of young Kazakh consumers along with parents' opinions and provides useful information for the corporate world when targeting and communicating with young people.

Originality/value

The paper offers insights about the complex patterns of youth attitudes in a former Soviet Socialist country which is changing its nature toward a market oriented economy. This is a pioneer work on the buying behaviors of young Kazakh consumers which is additionally useful to the academic world.

Details

Young Consumers, vol. 11 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 16 April 2018

Ting Jin, Wei Shao, Deborah Griffin and Mitchell Ross

This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers.

1357

Abstract

Purpose

This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers.

Design/methodology/approach

A qualitative method is used including focus groups and in-depth personal interviews with young Chinese consumers who are currently living and working in Australia.

Findings

Two key findings emerge from the results, namely, young Chinese consumers attach symbolic values to Chinese brands and Chinese brands are perceived positively by young Chinese consumers.

Research limitations/implications

This study demonstrates that symbolic values (such as pride, lifestyle, feeling of home and being happy) constitute one of the primary motivations for young Chinese consumers’ purchase of domestic brands. The results of this study challenge the traditional view that Chinese brands are perceived negatively in the Chinese market.

Originality/value

This is one of the very few studies investigating how young Chinese consumers perceive brands from their home country rather than foreign brands.

Details

Young Consumers, vol. 19 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 20 September 2013

Norazah Mohd Suki

This study aims to examine the effects of environmental knowledge, healthy food and healthy way of life of on young consumer ecological behaviour. The influence of control…

7064

Abstract

Purpose

This study aims to examine the effects of environmental knowledge, healthy food and healthy way of life of on young consumer ecological behaviour. The influence of control variables (i.e. gender and age) on young consumers’ ecological behaviour is also investigated.

Design/methodology/approach

The research used a hierarchical regressions for data analysis across a sample of 200 young respondents that practising ecological behaviour such as recycling, buying green products, etc. Their participation is purely voluntary.

Findings

Empirical analysis via hierarchical regressions confirmed that a healthy way of life and environmental knowledge jointly influenced young consumer ecological behaviour. Demographic profiles such as gender and age showed contradictory results.

Research limitations/implications

Respondents were randomly drawn from the students in a public higher learning institution in the Federal Territory of Labuan, Malaysia that practising ecological behaviour such as recycling, buying green products, etc. Thus, may not represent the entire population of Malaysia.

Practical implications

This research should contribute significantly to manufacturers, retailers and marketers in boosting young consumer ecological behaviour and environmental knowledge by promoting positive perceptions towards organic products and quality for increased green product market sustainability and acceptance which is helpful for better market segmentation, targeting and positioning of green products that are not harmful to the environment and could promote consumer demands.

Originality

The results of this study offer a new forward motion to the findings of prior studies on young consumer ecological behaviour, which is not much covered in the literature in Malaysia context by examining the effects of environmental knowledge, healthy food and healthy way of life on young consumer ecological behaviour, within the Malaysian context.

Details

Management of Environmental Quality: An International Journal, vol. 24 no. 6
Type: Research Article
ISSN: 1477-7835

Keywords

11 – 20 of over 48000