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The leading multinational companies tend to expand their marketing activities to bottom of pyramid (BOP) market. The BOP market comprises many segments, however, little is known about the purchase behaviour of BOP market or segments therein. Microcredit provides credit access to customers in BOP market. The purpose of this paper is to investigate youth’s intentions of obtaining microcredit in the post-war era, which could be a segment of BOP market.

The sample comprised 1,250 youth aged 18-27 selected from the Northern Province of Sri Lanka. Surveys were administered for data collection. After testing measurement model, two structural models – full model and non-mediated model (direct effects model) were run to test hypotheses.

Positive affect, subjective norms, entrepreneurial desire and self-identity enhanced intentions of obtaining microcredit, whereas perceived deterrents reduced those intentions. Additionally, self-identity mediated the association between positive affect, entrepreneurial desire, perceived behavioural control and knowledge of microcredit, and intentions of obtaining microcredit.

This study was conducted amongst youth in one country. Also, the data were cross-sectional. Hence, the model needs testing with youth and adults in other post-war contexts and with longitudinal data.

The findings of this study inform how effectively microcredit can be marketed to youth in post-war contexts and to the other segments of BOP market.

A unique purchase behavioural model is suggested with the mediating role of self-identity, to enhance intentions of obtaining microcredit in BOP markets, such as youth in post-war contexts. This study contributes to literature relating to purchase behaviour and self-identity, with particular reference to BOP market.

Presents the conclusions of Harris Interactive’s landmark poll of youth marketers, which reveals the industry’s views on complex issues like the ethics of selling to children, advertising in schools, violent content in the media, child nutrition and obesity. Outlines the method used, which consisted of 878 online interviews, classifying respondents into youth marketing, advertising and PR, media, non‐profit organisations, market research, and educational institutions. Identifies characteristics of each group over their views about children as consumers, ethics, role models, rating systems for movies and shows, and health. Concludes that those working in youth fields tend to defend their own organisation although they often criticise the industry as a whole.

This paper examines the effects of sub-national union coverage on the youth's labor market outcomes.

In the context of the private business sector in Vietnam, this study link individual labor market data with union coverage at provincial level in the period 2013–2016 to investigate the effects of sub-national union coverage on the youth's labor market outcomes. Contingent on the outcome variable, we use the OLS and probit model that control for diverse individual characteristics, year- and industry-fixed effects, and particularly control for selection bias in the labor market.

The empirical results show that the union coverage is positively associated with a wide range of the youth's labor market outcomes, including employment status, wage rate, work hour, and job formality. Also, the coverage is complementary to individual labor contract in determining the youth's wage rate.

Our empirical results indicate positive associations between union coverage and the youth's multi-dimensional labor market outcomes, which contribute to this young age cohort's smooth school-to-work transition, provided that the role of trade union is challenged both in developing and developed countries.

This study provides an in-depth study on the interplay between trade union and the youth's labor market outcomes that contributes to the literature of labor market institutions and youth employment policies in a dynamic transitional economy of Vietnam.

The purpose of this paper is to investigate the prevalence and drivers of employment vulnerability among youth in Egypt, Jordan and Tunisia, and their propensity to transition to better jobs over time.

The analysis is based on longitudinal data from Labor Market Panel Surveys spanning 6–20 years. The authors use transition matrices to examine the prevalence of transitions between labor market statuses for the same individuals over time, distinguishing between youth and non-youth, and men and women, as well as multinomial logistic regressions that control for individual and family background, including previous labor market status, family wealth and parental education.

The paper finds that youth in all three countries were disadvantaged in terms of labor market outcomes with most young men in particular ending up in vulnerable jobs while women of all ages were most likely to exit the labor market all together, unless they had formal jobs. Moreover, youth who started out in the labor market in a vulnerable job were unlikely to move to a better-quality job over time. Family wealth, parental education and father's occupation were found to be important determinants of labor market outcomes and vulnerability, even after a long period of work experience.

The paper finds that wealth effects, parental education and occupation effects follow workers throughout their careers, implying low equality of opportunity and inter-generational and lifetime mobility.

The findings indicate worsening labor market outcomes over time, heavily influenced by family background. High levels of vulnerable employment persistence, regardless of skill and experience, reinforce the importance of initial labor market outcome on the quality of lifetime employment prospects.

Findings are presented from an empirical investigation among the youth market for financial services. Attention is focused on account ownership and use of services, together with attitudinal data pertaining to banks and building societies and the services they provide; of particular interest is evidence of split banking and bank switching. Overall, the heterogeneity of the youth market with respect to needs, attitudes and behaviour is highlighted, and a number of implications for the marketing strategies of banks and building societies are suggested.

The purpose of this paper is to provide quantitative estimates on the impact of active labour market policy (ALMP) on youth unemployment in Europe based on a macroeconomic panel data set of youth unemployment, ALMP and education policy variables and further country-specific characteristics on labour market institutions and the broader demographic and macroeconomic environment for all EU-Member States.

The authors follow the design of an aggregate impact analysis, which aims to explain the impact of policy on macroeconomic variables like youth employment and unemployment (see Bellmann and Jackman, 1996). This follows the assumption that programmes, which are effective in terms of improving individual employment opportunities, are going to make a difference on the equilibrium of youth unemployment.

The findings show that both wage subsidies and job creation are reducing aggregate youth unemployment, which is in contrast to some of the surveys of microeconomic studies indicating that job creation schemes are not effective. This finding points towards the importance to assist young people making valuable work experience, which is a benefit from job creation, even if this experience is made outside regular employment and/or the commercial sector.

In terms of the variables to model public policy intervention in the youth labour market, only few indicators exist, which are consistently available for all EU-Member States, despite much more interest and research aiming to provide an exhaustive picture of the youth labour market in Europe. The only consistently available measures are spending on ALMP as a percentage of gross domestic product (in the different programmes) and participation stocks and entries by type of intervention.

The different effects found for the 15–19 year olds, who seem to benefit from wage subsidies, compared to the effect of job creations benefitting the 20–24 year olds, might relate to the different barriers for both groups to find employment. Job creation programmes seem to offer this group an alternative mechanism to gain valuable work experience outside the commercial sector, which could help form a narrative of positive labour market experience. In this way, job creation should be looked more positively at when further developing ALMP provision, especially for young people relatively more distant to engagement in regular employment.

Improving the situation of many millions of young Europeans failing to find gainful employment, and more generally suffering from deprivation and social exclusion, has been identified as a clear priority for policy both at the national level of EU-Member States and for EU-wide initiatives. With this study, the authors attempt to contribute to the debate about the effectiveness of policies which combat youth unemployment by estimating the quantitative relationship of ALMP and other institutional features and youth unemployment.

To research the relationship between youth unemployment and ALMP, the authors created a macroeconomic database with repeated observations for all EU-Member States for a time series (1998–2012). The authors include variables on country demographics and the state of the economy as well as variables describing the labour market regimes from Eurostat, i.e. the flexibility of the labour market (part-time work and fixed-term employment as a percentage of total employment) and the wage setting system (level and coordination of bargaining and government intervention in wage bargaining).

Bottom of pyramid market (BOP) has gained attention of researchers and marketers in recent years. The BOP market comprises many segments, however, little is known about purchase behaviour in BOP market or segments therein. The purpose of this paper is to investigate youth's intentions of seeking microcredit in the post-war era that are an integral part of BOP market.

The sample comprised 1,250 youth aged 18 and above from Northern Province of Sri Lanka. Surveys were administered for data collection. After testing measurement model, a structural model was run to test hypotheses.

Positive affect, subjective norms and entrepreneurial desire enhanced intentions of seeking microcredit, whereas perceived deterrents negatively influenced those intentions. Perceived benefits, perceived behavioural control and knowledge of microcredit did not have significant effects on these intentions.

This study was conducted in one war-affected country, Sri Lanka. Also, data were cross-sectional. Hence the model needs replication amongst youth in other post-conflict contexts and with longitudinal data.

Findings of this study would be of use to market microcredit to youth in post-conflict era and other segments of BOP.

A unique purchase behavioural model is suggested to enhance youths’ intentions of seeking microcredit in the post-war era, a segment within the BOP market. This study can contribute to purchase behaviour literature in identified contexts.

The aim of this paper is to understand the behavior that Australian youths have towards wireless application protocol (WAP) banking.

This paper is based on a quantitative study of the youth market in Australia. Social cognitive theory is utilized to support a conceptual model that is empirically tested.

The major finding from the research is that the conceptual model is partially supported which indicates the immaturity of WAP technology.

Social cognitive theory provides a useful explanation for youth's intentions to use WAP technology in the banking industry. The youth market is an early adopter of technology that presents a good indicator of future market potential.

Tobacco sponsorship of sports has increasingly been cast as a public issue on the grounds that it supports pediatric smoking by circumventing advertising restrictions and communicating positive brand information to children(28,31,32). Research on tobacco sponsorship effects on children is as yet inconclusive, but growing evidence suggests that sponsorship is an effective medium for building cigarette brand awareness and image among under‐aged youth. Research in this area has been inconclusive in part because it lacks a unified framework in which the various contributions of sponsorship to brand knowledge and use can be analysed holistically. This paper proposes that the brand equity concept(1,2,18) provides such a framework. The paper reviews previous research on tobacco sponsorship and children, and presents findings from a study that assessed the relative contribution of sponsorship to brand awareness among fourteen year‐olds (n=366) in Dunedin, New Zealand. The value of sponsorship‐derived cigarette brand knowledge among youth is expressed in terms of Keller's(18) concept of customer‐based brand equity. The study found that children's awareness of tobacco brands and tobacco sponsorships varied according to their smoking experience, sports interests and gender. Cigarette brands with the strongest event associations were those that sponsored events that had a high appeal for the youth in the study. The brands with the highest unaided recall levels were those that were prominently shown in point of purchase displays in stores frequented by the youth, and included those with the highest sponsorship profiles. The research demonstrates that tobacco companies can achieve significant brand recall among children through sport sponsorship, as well as interest‐based (lifestyle) segmentation and targeting benefits, and brand positioning (personality) benefits. The findings have implications for public policy and industry practice. In policy terms, if the goal of tobacco advertising prohibitions is to denormalise smoking by restricting the positive promotional imagery of cigarettes, then sport sponsorship and point of purchase displays need to be incorporated into advertising legislation. In terms of industry practice, the fact that tobacco sponsorship reaches and influences under‐aged youth stands to be a matter of concern for any entity that does not want this social burden. It is recommended that corporations considering involvement in a tobacco‐sponsored event should evaluate the reach of the event and the potential effects of its promotions on youth. Where a youth‐interest connection has been demonstrated for the event, corporations should weigh the social risks and costs of the sponsorship. For non‐tobacco related entities these costs include the potential negative impacts of tobacco‐linked event cross‐promotions on their own brands and corporate image.

The paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and green trust mediates the relationship between green knowledge and green attitude and purchase behavior of the youth in Ghana.

A quantitative approach was used. A total of 417 respondents were selected using convenient sampling method. Respondents were selected at leading shopping malls (grocery stores) in Accra the national capital of Ghana. Data was analyzed using the partial least square (PLS). Structural equation modeling (SEM) was used to investigate the relationship among the variables.

The findings indicate that there is a positive and significant relationship between green knowledge and purchasing behavior and also that there is a positive and significant relationship between green attitude and purchasing behavior. The findings revealed further that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does. The findings suggest that green value is more important in purchasing decision of the youth in Ghana than trust.

Research is essentially cross-sectional and longitudinal studies and can validate findings in the long term. The researchers admit that this research work which is carried out only in Ghana cannot be used to generalize an assumption for the entire youth in Africa and beyond. The sample size could be improved and the study could be conducted in other African countries for the purposes of comparison.

Business managers who are interested in sustainability of their firms and society at large can be guided by this insight that green knowledge and attitude influence purchase decisions of the youth. The findings that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does will guide managers on marketing and communication strategies especially toward the youth.

The model argues that the youth purchasing behavior is influenced by green knowledge and attitude. The model suggests that that green value is more important in purchasing decision of the youth in Ghana than trust. The model further points out that green trust do not mediate the relationship between green knowledge and purchasing behavior.