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In Chapter 4, the author will discuss the youth drinking epidemic regionwide, in order to demonstrate why the impacts of alcohol products on youths are concerning. The author will present the major youth drinking trends within SEA, to further study how the rampant alcohol trade regionally has adversely affected local youths to a troublesome degree. The author will point out the causes of the youth drinking epidemic, which are susceptibility and toxic culture. Next, the author will evaluate the national and regional costs of youth drinking, discussing how such a lifestyle results in consequences in relation to delinquency. The author will recommend policies for alcohol control that the SEA governments should take into account when amending or forming their policies to contain the epidemic of youth drinking. The outputs of Chapter 4 will draw a close association between youth smoking, youth drinking, and youth sexual misconduct. Therefore, the author indicates that these youth delinquency problems should be addressed simultaneously in order to eradicate the issues of holistic youth misbehaviours in the long term.

The purpose of this paper is to analyze, within the consumer socialization theory framework, the influence of three socialization agents (parents, peers and advertising as part of media content) over alcohol consumption intentions among young people, differentiating between underage and overage individuals.

Structured interviews were performed in both high schools and a university to analyze the hypothesized model.

The results show that both positive and negative expectancies towards the perceived consequences of consuming alcohol are the main antecedents of consumption intention. Moreover, all three considered agents have either a direct and indirect effect on those expectancies; and advertising plays a more important role on underage audience intentions to consume alcohol.

The findings demonstrate that consumption intention among adolescents and young adults is affected by parents, peers and advertising. However, each social agent has a differential effect on young people.

This research highlights the importance of strict regulation (or even restriction) on alcoholic advertising to reduce the effect on youth.

The paper develops a comprehensive model to explain some (of the many) relationships underlying alcohol consumption among young people.

This paper aims to estimate the effects of three socialization agents in the form of advertising exposure, parental influence and peer influence and effects of personal attitude on youth alcohol consumption behaviour in South Africa.

A structural equation model was used to test the proposed conceptual model of four hypotheses based on the validated survey data gathered from 300 youth in Johannesburg, South Africa.

Empirical results show that advertising, parental influence, peer influence and personal attitude has positive effects on youth alcohol consumption behaviour, with advertising and personal attitude exhibiting statistical significance on alcohol consumption behaviour.

The study involves only youthful demographic in the age range of 18–35 and hence suffers from generalizability. The cross-sectional design also limits the findings with respect to time.

It provides policymakers insights into important factors to focus on changing drinking behaviour in South Africa.

It also improves the understanding of how consumer socialization agents and personal attitudes affect alcohol consumption of young people in South Africa and help deal with the problem through policy changes and social marketing interventions.

To the best of the authors’ knowledge, this study is the first to estimate three socialization agents and personal attitude of youth in alcohol consumption behaviour in an emerging market context.

This paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities.

Drawing on qualitative data collected with 16-18-year olds, the authors adopt Goffman’s dramaturgical perspective to examine youth alcohol consumption in relation to multiple identities.

Young people continuously and skilfully juggle multiple identities across multiple contexts, where identities overflow and audiences and interactions overlap. Techniques of audience segregation, mystification and misrepresentation and justification are used to perform and manage multiple identities in a risky health behaviour context.

The approach may facilitate some over- and under-claiming. Future studies could observe young people’s performances of self across multiple contexts, paying particular attention to how alcohol features in these performances.

Social marketing campaigns should demonstrate an understanding of how alcohol relates to the contexts of youth lives beyond the “night out” and engage more directly with young peoples’ navigation between different identities, contexts and audiences. Campaigns could tap into the secretive nature of youth alcohol consumption and discourage youth from prioritising audience segregation and mystification above their own safety.

Extant work has argued that consumers find multiplicity unmanageable or manage multiple identities through internal dialogue. Instead, this paper demonstrates how young people manage multiple identities through interaction and performance. This study challenges the neat compartmentalisation of identities identified in prior literature and Goffman’s clear-cut division of performances into front and back stage.

The purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and curiosity.

A causal study through the quantitative method is applied. This study focused on the youth generation, and a total of 219 valid responses were used for hypothesis testing using Statistical Package for Social Sciences and SmartPLS software. Purposive sampling, under non-probability sampling, was used. The data were collected through an online survey. The survey link was disseminated mainly on social media groups.

All of the hypotheses were found to be statistically significant. Media influence was found to directly and indirectly influence the consumption intention of Baba Nyonya ethnic food through attitude and curiosity. The involved stakeholders could also be more alert and improve the strategic planning based on the research finding that can stimulate more interest among consumers, benefiting the national gastronomy heritage tourism development.

The integration of biculturalism is rooted in knowledge about food, media coverage about food and food for social events that influence the formation of national food identity. Baba Nyonya food brings a unique identity with mixed heritage and culture, combined ingredients and recipes between two majority races of Malay and Chinese. However, exposure to ethnic food is lacking and causes the youth generation to unaware and not interested to try ethnic food. This study initiates to examine the effect of media influence and curiosity as food promotion via social media potentially to influence and lead to increased consumption of ethnic food.

The purpose of this paper is to determine the extent to which youth have ready access to alcohol and the extent to which immediate family influence affects consumption.

This qualitative descriptive exploratory study undertook semi-structured peer-group interviews with 20 participants from four New Zealand high schools. The interviews centred on exploring the “general” experiences of youth related to alcohol access – but with a focus on alcohol access “at home” and the parental role.

The study confirmed that the home unit was the main source of alcohol for most youth and parents were the most common source of provision. Parents provided financial access to alcohol by giving their child money to purchase it themselves through older family members or friends. It was also found that youth used negotiation strategies with their parents to influence their consumer purchases of alcohol.

Youth frequently used strategies such as pressure tactics, exchange tactics, ingratiating tactics and consultation tactics to influence their family’s decision-making process and to pressure their parents into supplying them with alcohol.

It is important to recognise the role that family play as “gatekeepers” for readily allowing access and supplying youth with alcohol – and the reasons for doing so.

Alcohol plays an important part in many societies. It is important to understand how young people consume and access alcohol – particularly when the family plays a major role in access and consumption.

Many studies have been conducted in relation to youth and alcohol consumption. Very few, as far as we can tell, explore the role of the family from the young consumers’ perspective and especially from a qualitative narrative perspective.

Using an extended theory of planned behaviour (TPB) model to test how customer loyalty intentions may relate to subjective and descriptive norms, this study further seeks to determine whether consumption characteristics – product enjoyment and importance – moderate norms‐loyalty relationships.

Using a two‐study approach focusing on youth, an Australian study (n=244) first augmented TPB with descriptive norm. A Singapore study (n=415) followed up with how consumption characteristics might moderate norms‐loyalty relationships. With both studies, linear regressions tested the relationships among the variables.

Extending TPB with descriptive norm improved TPB's predictive ability across studies. Further, product enjoyment and importance moderated the norms‐loyalty relationships differently. Subjective norm related to loyalty intentions significantly with high enjoyment, whereas descriptive norm was significant with low enjoyment. Only subjective norm was significant with low importance.

Single‐item variables, self‐reported questionnaires on intended rather than actual behaviour, and not controlling for cultural differences between the two samples limit generalisablity.

The significance of both norms suggests that mobile firms should reach youth through their peers. With youth social pressure may be influential, particularly with hedonic products. However, the different moderations of product enjoyment and importance imply that a blanket marketing strategy targeting youth may not work.

The study extends academic knowledge on the relationships between norms and customer loyalty, particularly with consumption characteristics as moderators. The findings highlight the importance of considering different norms with consumer behaviour. The study should help mobile firms understand how social influences impact customer loyalty.

This study aims to explore the consumption practices of globally-mobile, young consumers from China who experience both upward social mobility and geographically outbound mobility by studying abroad, echoing emerging scholarship of “moving consumption”.

Data were collected through in-depth interviews with 27 first-generation Chinese international students studying in the USA.

The informants interpret outbound geographical mobility and upward social mobility in an overlapping manner. For them, cosmopolitan consumption practices are a form of boundary work and identity construction, reflecting their international experience. At the same time, the informants seek affirmation of the meanings and references of their consumption in their remote, native cultural contexts. In this way, they ensure that their tastes align with the popular “West” with which Chinese consumers are already familiar.

This study examines international student mobility that is unique to the younger generation. It considers how such form of mobility shapes the consumption patterns of Chinese youth with substantial purchasing power. Young, affluent international students differ in fundamental ways from other cross-cultural, cross-border travelers such as migrants, globally-mobile professionals, global citizens, nomads, sojourners and tourists. Thus, this study not only sheds light on the under-researched subject of “moving consumption” but also addresses youth cultures in transitional economies by exploring how Chinese youth consume when they are away from home and exposed to global consumerism first-hand.

The purpose of this paper is to explore consumption habits of the young adult market, as they leave home and enter into a world of personal fiscal responsibility. Prior research in this area is limited; however those studies, which have focused on young adult consumption have found increasing impulsive consumption and use of credit amongst this generation. This study seeks to extend research in this area by exploring further how young consumers are spending, their motivations for impulsive consumption choices and their attitudes towards debt.

The study in the paper is exploratory, and takes a qualitative approach to data collection and analysis. A two‐stage design is employed, consisting of focus groups with first and second‐year university students and in‐depth interviews with selected cases from these focus groups. The data collected are content‐analysed, with an emphasis on enlightening quotation from participants.

The paper finds that the young consumers studied show a relaxed attitude to debt and consumer purchasing, with non‐essential consumption seen as “deserved” and a “reward” for behaviour such as studying or working. Social pressure is found to be the key driver of consumption choices in this group, with the majority of spending decisions made impulsively.

The paper considers the influence of peers and society pressures as a whole in encouraging young adults develop particular consumption habits and attitudes to money and debt. It highlights key aspects of the “culture of consumption” that young consumers are part of today and indicates an attitude to debt that is quite different to generations before.

The paper shows that where consumption habits are the focus of numerous consumer behaviour studies, far fewer studies concentrate on how these consumption habits are developed. The study adds to existing knowledge on the development of consumption norms by considering the practises of the youth market as they leave home and begin making purchasing decisions away from parental influence.