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1 – 10 of over 40000Karen Brown, Heather McIlveen and Christopher Strugnell
The need for effective nutritional education for young consumers has become increasingly apparent given their general food habits and behaviour, particularly during adolescence…
Abstract
The need for effective nutritional education for young consumers has become increasingly apparent given their general food habits and behaviour, particularly during adolescence. Aims to analyse the interaction between young consumers’ food preferences and their nutritional awareness behaviour, within three environments (home, school and social). Preliminary findings in this study would indicate that the perceived dominance of this home, school and social interaction appears to be somewhat overshadowed by the young consumers, developing “independence” trait, particularly during adolescent years. This appears to be reflected in their food preferences within the associated three environments. Suggests that such food preferences are often of a “fast food”‐style and consequently the food habits of many young consumers may fuel the consumption of poor nutritionally balanced meals. While young consumers were aware of healthy eating, their food preference behaviour did not always appear to reflect such knowledge, particularly within the school and social environments.
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Naseer Abbas Khan, Sajid Hassan, Natalya Pravdina and Maria Akhtar
This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on…
Abstract
Purpose
This study aims to explore the factors that influence young green actual consumption behavior (GACB) by examining the relational and technological aspects that are dependent on technology and youth green buying intention (GBI). Additionally, this study endeavors to examine the moderating effect of adolescent green organizational citizenship behavior (OCB) on the association between young consumer GBI and young GACB.
Design/methodology/approach
The data for this study was collected from a sample of 282 university students located in the southern region of China. A time lag approach was used in this study, with data being gathered during two separate intervals spaced apart by duration of two months.
Findings
The findings of this study demonstrate that both technological and relational factors play a significant role in predicting young consumer GBI, which in turn predicts young GACB. Additionally, the results indicate that GBI is a crucial facilitator in the investigation. Furthermore, the results reveal that young green OCB serves as a significant moderator, enhancing the association between young consumer GBI and young consumer GACB.
Originality/value
The present study provides a novel perspective on the examination of how technology and relational factors impact young consumers, offering a deeper understanding of their intentions and actual consumption behavior. The findings of this study offer both theoretical and practical implications for academics, policymakers, senior managers and practitioners, providing valuable insights into the field.
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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…
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.
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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…
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.
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S M Fatah Uddin and Mohammed Naved Khan
– The purpose of this study is to explore factors that affect green purchasing behaviour (GPB) of young Indian consumers.
Abstract
Purpose
The purpose of this study is to explore factors that affect green purchasing behaviour (GPB) of young Indian consumers.
Design/methodology/approach
A total of 161 young Indian consumers between age group of 15 and 18 years residing in northern region of the country were surveyed employing researcher controlled sampling. Data was collected thorough structured refined research instrument that comprised scales to measure various facets of green purchasing behaviour using five point Likert scale. The research instrument also included questions for generating demographic profile of respondents. For the purpose of meeting the study objectives, research hypotheses, well-grounded in relevant theory were empirically tested using appropriate statistical tools.
Findings
Exploratory factor analysis (EFA) revealed existence of five underlying factors namely green purchasing behaviour, environmental involvement, environmental attitude, environmental consciousness and perceived effectiveness of environmental behaviour that affect green purchasing behaviour of young urban consumers in India. Green purchasing behaviour and its variation across demographic variables has been ascertained by testing the considered hypotheses.
Research limitations/implications
The results may not be providing generalizability.
Practical/implications
This paper is expected to provide valuable insights in the area of green purchasing behaviour of young Indian urban consumers which can be of immense help to domestic and international marketers in dovetailing their marketing strategies and developing appropriate promotional messages.
Originality/value
The paper attempts to provide a glimpse into the nature of green purchasing behaviour of young urban Indian consumers which has been scantily researched. Also the gender differences among young Indian consumers regarding green attitudes contributes to the worth of literature.
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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.
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.
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Amjad Hadjikhani, Aswo Safari and Peter Thilenius
The purpose is to gain deeper knowledge of young consumers' purchasing behaviour towards web sites' country of origin and compare this with the behaviour of adults. The question…
Abstract
Purpose
The purpose is to gain deeper knowledge of young consumers' purchasing behaviour towards web sites' country of origin and compare this with the behaviour of adults. The question is why web sites from some countries are perceived as safe and others as risky and insecure.
Design/methodology/approach
The approach was to undertake a focus group methodology for data collection. Two young consumers' groups and two adults' groups are interviewed. Their behaviours towards web sites from Sweden, Russia and Australia are examined. The theoretical view is constructed on relationship elements of trust, commitment and the surrounding networks.
Findings
The research provides an insight into the young consumers' purchasing behaviour towards web sites from different countries and concludes how and why this is similar to or different from that of the adult consumers.
Practical implications
The higher risk‐taking manner of young consumers can help families to pay more attention to their youngsters' purchasing behaviour. It aids business firms to understand why some groups of consumers avoid purchasing from their web sites.
Originality/value
It is an answer to the recent researchers' claim for the need to understand young consumers' behaviour towards web sites from different countries. The development of the theoretical view and the results obtained can add new knowledge and construct new understanding of the phenomenon.
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Hongwei “Chris” Yang, Hui Liu and Liuning Zhou
The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.'s model to predict young Chinese consumers'…
Abstract
Purpose
The purpose of this paper is to integrate the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Palka et al.'s model to predict young Chinese consumers' mobile viral attitudes, intents and behavior.
Design/methodology/approach
A paper survey was administered to 835 college students in Beijing, Shanghai, Kunming, and Liuzhou in summer and fall, 2010. The data were subject to statistic analyses including Pearson correlation, structural equation modeling, and backward regression with SPSS and AMOS.
Findings
The SEM model testing results confirmed the chain of young Chinese consumers' viral attitudes to intents to actual behavior. Subjective norm, perceived cost and pleasure were significant predictors of their viral attitudes. Their viral attitudes, perceived utility and subjective norm predicted their intent to pass along entertaining electronic messages. Their intent to forward useful electronic messages was determined by their viral attitudes, perceived utility and market mavenism. Their viral attitudes, intents and market mavenism predicted their mobile viral behavior.
Practical implications
It pays to foster Chinese consumers' favorable attitudes toward mobile viral marketing. It is advisable to know both target consumers and their associates very well. It is recommended to convince Chinese consumers that their friends and relatives can benefit greatly from viral content forwarding. Mobile messages with entertaining, useful, relevant and self‐involved values can go viral more easily.
Originality/value
The paper is probably the first study the integration of the TPB, TAM and Palka et al.'s model to predict Chinese consumers' mobile viral attitudes, intents and behavior.
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A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to…
Abstract
Purpose
A comprehensive operational framework is proposed to explain young consumers’ (i.e. generations Y and Z) engagement with brands on social media sites (SMSs). This paper aims to synthesize two motivational theories: uses and gratifications (U&G) theory and the technology acceptance model (TAM).
Design/methodology/approach
A selective literature review was conducted to examine recent publications related to young consumers’ brand-driven engagement behavior on SMSs in which either TAM or U&G theory was applied. A three-stage method was used: an initial search was followed by vertical and horizontal searches and then a targeted search of scholarly publications. At each stage, the university’s library databases and Google Scholar were searched for relevant, mainly peer-reviewed articles, using appropriate filters and keywords. The articles’ references and the studies that cited those articles were added to the initially identified research pool (vertical search), coupled with publications of a similar nature based on keywords (horizontal search). The final stage, the targeted search, involved identifying and adding specific articles (e.g. literature reviews and integrated models).
Findings
After a review of a significant number of U&G and TAM studies, similarities and differences of the two theories were identified, and an integrated operational framework was developed. Based on empirical findings of existing U&G and TAM studies, testable propositions were presented.
Research limitations/implications
The proposed hybrid model and the associated propositions provide a research opportunity to empirically examine how young consumers’ motivational (i.e. motivating and demotivating) drivers, normative influence, perceived value and attitudes (toward brand content and engagement) predict intention or actual brand-related behavior on SMSs.
Practical implications
Much of current research indicates that generations Y and Z (“digital natives”) spend considerably more time on SMSs than any of the older generations (“digital immigrants”). Thus, brands that aim to target this cohort need to develop successful engagement strategies (e.g. gamification and influencer marketing) on current and emerging SMSs. The suggested conceptualization provides guidelines for companies to effectively use such communication strategies to motivate young people to engage with their brands on sites such as Twitter, Instagram and Facebook.
Originality/value
A review of TAM research indicates that it lacks rich motivating/demotivating constructs, and thus borrows from other theories to complement this weakness. An examination of U&G frameworks, particularity Ducoffe (1996)-based models, indicates that these frameworks mainly test engagement with social media advertising but seldom other types of brand-driven engagement on SMSs. In addition, many U&G studies focus less than TAM studies do on outcome variables such as behavioral intentions and behavior. Thus, the authors propose a synthesized U&G and TAM framework that mitigates both theories’ weaknesses and builds on their strengths, enriching the growing research on brand-driven engagement behavior via SMSs.
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Yatish Joshi and Zillur Rahman
– The purpose of this paper is to determine the factors that predict green purchase behaviour of young educated consumers in Delhi.
Abstract
Purpose
The purpose of this paper is to determine the factors that predict green purchase behaviour of young educated consumers in Delhi.
Design/methodology/approach
A survey was carried out on a sample of 1,502 young educated consumers. Structural equation modelling was used to assess the predictive power of considered variables towards green purchasing.
Findings
Results indicate that the variables under study predicted green purchase behaviour of young educated consumers of Delhi in the following descending order: social influence, attitude towards green purchase, perceived environmental knowledge, recycling participation, ecolabelling and exposure to environmental messages through the media.
Research limitations/implications
The sample considered in the study was restricted to Delhi only. Further, the predictive power of only a few variables was examined.
Practical implications
The paper identifies key predictors of consumers’ green purchase behaviour, enabling practitioners to understand which factors influence young educated consumers in their decision making regarding green purchases. This knowledge will help marketing managers design effective strategies to encourage green purchase behaviour among such consumers.
Social implications
Policy makers and government organizations may use the findings of this study to run awareness campaigns for disseminating information and promoting green purchase behaviour among larger sections of society. Such initiatives may help in minimizing the negative consequences of irresponsible consumption practices on environment and society.
Originality/value
The present study is the first which applies reciprocal deterministic theory to predict green purchase behaviour of educated young consumers in India. Moreover, this is the first study to investigate the influence of consumers’ exposure to environmental messages through the media on their green purchase behaviour.
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