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This study explores green consumer behaviour among Generation Y (Gen Y) and Generation Z (Gen Z) in India, applying the Theory of Planned Behaviour (TPB) to assess how digital literacy and eco-friendly behaviour, alongside knowledge, attitude, subjective norms, and perceived behavioural control, shape purchase intentions in line with Sustainable Development Goal 12 (SDG 12).

The research involved a survey of 680 randomly selected respondents from educational institutions across three northern Indian cities. Data collection was conducted using a structured questionnaire with items measured on a 5-point Likert scale. Statistical methods, including confirmatory factor analysis, were used to validate the measurement model, while descriptive statistics, reliability analysis, and regression analysis were employed to analyse the data.

The study uncovers differences between Gen Y and Gen Z regarding the factors influencing green product purchase intentions. Gen Y’s purchase intentions are shaped by attitude, digital literacy, eco-friendly behaviour, and perceived behavioural control, whereas Gen Z’s intentions are also affected by environmental knowledge and subjective norms.

This research provides significant insights into the factors determining green consumer behaviour among Gen Y and Gen Z in India, enriching the knowledge of sustainable consumption practices. It highlights the importance of digital literacy and eco-friendly behaviour in promoting green purchase intentions, and the differing roles of environmental knowledge and subjective norms across generational cohorts.

Understanding the drivers behind green product purchase intentions for Gen Y and Gen Z enables stakeholders to craft specific marketing strategies, educational programs, and policy initiatives that promote sustainable behaviours and mitigate environmental impacts.

The study’s findings have significant social implications, promoting sustainable lifestyles and behaviours among younger generations. By influencing peer groups and communities, and guiding the development of effective public campaigns and CSR initiatives, the study contributes to fostering a more informed and engaged citizenry that advocates for environmental sustainability.

The uniqueness of this study comes from its focus on the Indian youth demographic, the application of the TPB framework with additional variables, and its contribution to SDG 12, enhancing our comprehension of green consumer behaviour and supporting sustainability advancements in India and globally.

The primary objective of this study is to identify and examine the effects of the various determinants of the unified theory of acceptance and use of technology (UTAUT3) model on multiplayer online mobile games (MPOMGs) adoption and actual play behaviour of young gamers.

The research used an online survey method to collect data from a sample of 685 Indian youth. The participants were selected using a convenience sampling procedure. Structural equation modelling technique was used to evaluate the sufficiency and structural relationship between the various dimensions of the UTAUT3 model in the context of MPOMG.

The findings of the study indicate that the dimensions of “Price Value” and “Facilitating Condition” did not show a significant relationship with the play intention of MPOMG among youth. However, the newly introduced dimension, “Personal Innovativeness,” was found to have a significant impact on predicting the play intention of MPOMG.

This study was limited to young Indian gamers. Therefore, future study is needed to analyse across cultures and regions. Moreover, this study contributes to the existing scholarly literature on the implementation of a newly established technological framework, namely, UTAUT3, in the context of MPOMG research. Hence, this study offers a fresh viewpoint for comprehending the youth’s inclination towards MPOMG. Additionally, various determinants the affects the MPOMG adoption and play behaviour is highly relevant for industry managers and game developers to create MPOMG, that are more likely to attract and retain users, leading to increased levels of engagement and success.

UTAUT3 is a novel framework to determine the technology adoption in a different context. UTAUT3 model is still unexplored and adopted in MPOMG play intention research. Therefore, this study provides a novel perspective to understand the youth’s intention to play the MPOMG in the newly developed technology adoption model perspective.

Most new media research focuses on behavior as a measure of engagement, while the psychological state of being occupied with its content has received little attention. This study examined news engagement beyond pure action observation by exploring young people’s psychological experiences with the news.

The study carried out a digital native’s survey on 212 people (18–28 years). The focus of the survey was on understanding individuals’ engagement with online news using affective and cognitive components. The authors compared the influence of each type of engagement on youth consumption of and attitudes toward online news.

The results of the hierarchical regression analysis showed that affective engagement can be a stronger predictor of online news consumption than cognitive engagement. While affective engagement significantly predicts positive attitudes toward online news, cognitive engagement had no significant effect.

These findings suggest that “engaging the heart” is more influential than “engaging the mind” in drawing young people to the news in today’s information environment. The study thus contributes to the understanding of the cognitive and emotional focus on news content and their importance in shaping young people’s expectations of online news. The findings from this study could have broader implications for future trends in online news consumption.

The market value of luxury goods at the global and national levels continues to increase from year to year. The sales growth of the Indonesian luxury goods market is currently at 6.6% per year. The largest sales sector in the market is the fashion sector, with more than US$700m per year. Several big cities in Asia, including Jakarta, experienced a shift in the age group of luxury goods buyers to a younger group with limited income resources. The behavior of purchasing luxury goods in the low-income group is contrary to Islamic values, which prioritize the fulfillment of needs rather than the fulfillment of desires. This study aims to analyze the factors that influence the intention of Muslim Generation Z consumers to buy luxury fashion products.

The purposive sampling method in this study involved 240 respondents who had bought luxury fashion products in the masstige category in the past two years. This study adopts the Theory of Reasoned Action (TRA) model and a quantitative approach through the structural equation modeling method.

The results of this study indicate that attitude towards behavior, subjective norms, self-esteem and materialism have a significant positive effect on the intention to consume luxury fashion, while the influence of religiosity was found to be insignificant. At the same time, religiosity has a significant negative effect on attitude towards behavior and subjective norms.

These findings indicate that if consumers who have a positive attitude toward luxury fashion purchases, can be influenced by their significant others, self-esteem and materialistic nature, then they tend to buy luxury fashion items.

This study extends the theory of TRA by adding religiosity, self-esteem and materialism and it uses Muslim Generation Z as the respondent. Masstige category of luxury brands is also used to take into account the affordability of its generation toward luxury fashion products.

This paper aims to discuss the effect of Canada’s regulatory framework on the strategies of entrepreneurial businesses during the first phase of legalization of the recreational cannabis industry. Decriminalization of cannabis required a host of regulatory changes at the federal, provincial and municipal levels. Each province developed legal markets independently, differentially impacting entrepreneurial strategies. This paper describes the value chain that emerged in the first phase of the nascent industry, focusing on the actions of the businesses.

The authors develop a qualitative narrative analysis using government publications, press articles (especially from the business press) and personal communications of industry insiders speaking in public settings. The paper includes four short case studies to illustrate the emerging value chain of the nascent industry.

The study’s findings highlight the effect of regulatory frameworks on entrepreneurial strategies. We find that public policies had a significant impact on entrepreneurs and startup strategies. Inter-jurisdictional differences limited expansion into different provinces, with implications for regional economic development. Achieving public policy goals was delayed as a result of regulatory challenges that impacted industry development.

The authors’ findings show enterprises may develop growth strategies that comply with regulations when participating in nascent industries, but they must cope with extra risks, capital costs and uncertainty. The analysis also illustrates the value of engaging in government-industry collaboration to improve emerging regulatory frameworks.

The originality of this research consists of the detailed description of the first phase of Canada’s legalized recreational cannabis industry and the insight gained into the dynamics of nascent industries.

This study aims to examine millennial consumers’ intentions towards purchasing eco-friendly products in the emerging Arab nation of Oman, focusing on the moderating role of eco-labelling (EL).

Environmental knowledge (EK) and environmental concern (EC) are integrated into the theory of planned behaviour (TPB) framework as independent variables, along with EL as a moderating variable. The data was collected through a self-administered survey and consisted of 705 random responses that was tabulated and analysed through the structural equation modelling technique.

ECs, subjective norms (SNs) and perceived behavioural control (PBC) significantly influence consumer attitudes towards green eco-friendly products. Consumers’ EK and attitudes positively influence the purchase intention (PI) to make green purchases. SNs and PBC substantially influence consumer attitudes towards adopting green products. However, the findings reveal a non-significant moderating influence of EL on the relationship between EC and PI for millennial Omani consumers.

The findings are limited to only one Arab country, Oman, which limits the scope of the study. This study contributes to the TPB by using additional dimensions to examine the green purchasing behaviour of millennials.

Marketers can use these insights to develop strategies that emphasise the environmental benefits of products, leverage social influences and empower consumers to make environmentally conscious choices. Incorporating EL and green packaging can enhance the visibility and attractiveness of green products.

Promoting environmental education, awareness campaigns and policy interventions that highlight the importance of eco-friendly product choices can foster more sustainable consumption patterns among Arab consumers.

To the best of the authors’ knowledge, this is the first study to examine the green PIs of millennials in an Arab context, specifically focusing on the moderating role of EL.

Children are beginning to socialize as consumers earlier than ever, highlighting the importance of their saving behavior as an effective form of consumer protection. The paper explored the influence of parents, peers, attitudes, knowledge, past behavior, allowance and self-efficacy on saving intention.

With the aim to explore a range of determinants of adolescent saving and to specify the potential mechanisms through which different determinants operate, we adopted a multitheoretical approach based on theories of planned behavior, consumer and financial socialization, and self-efficacy. The paper investigates the formation of the saving intentions on a sample of 1,476 children 10–15 years old in Croatia.

The results indicate strong importance of parental influence and self-efficacy, implying that saving intention among tweens requires a supportive family structure as well as beliefs in the tweens themselves that they are able to save money and face difficulties.

This paper investigates the very nature of saving intention formation at a crucial developmental stage; it investigates the interplay of mechanisms through which determinants of savings operate at that developmental stage; and it explores the age-variance of the mechanism and the interplay of relevant variables, shedding light on the nature of the mechanism of development.

Unsafe food consumption results in adverse health conditions, foodborne illness and undernutrition among households and communities. The consumption of food contaminated with harmful microorganisms or with harmful pesticide residuals results in adverse health conditions and undernutrition. However, there are a number of challenges to maintaining food safety in the food systems of developing countries, like Nepal, where awareness of food safety is low and research on these issues is lacking.

We conducted an experiment among youth aged between 20 and 26 years in Nepal to assess their food safety awareness and affinity to safer fresh produce choices. In the classroom setting experimentations with and without information nudges conducted among 224 youth participants, participants chose one fresh produce packet among the four. We analyzed results using multinomial and mixed logit models appropriate for discrete choice modeling.

We found that the youth’s perceived higher importance of sustainable food systems and their knowledge levels on microbial contamination and foodborne illnesses play significantly positive roles. The likelihood of choosing microbial safety-labeled fresh produce or both microbial- and chemical safety-labeled fresh produce increased with nudging among those who have some knowledge of microbial contamination and foodborne illnesses – we found that the interaction of nudging and level of knowledge is significantly positive. Youth belonging to higher income classes do not necessarily have a higher affinity to safer fresh produce but with nudging, the higher income class youth have a higher likelihood of choosing safer fresh produce choices.

Youth engagement and their awareness of food safety could be one of the important strategies to potentially develop them as effective promoters, adopters and educators in enhancing food safety in food systems in Nepal. Our predicted premium for food safety attributes points to the potential scope for the emerging market segment or business opportunities augmenting food safety in Nepal.

We examined the factors influencing the safer fresh produce choices among youth in Nepal. We tested whether awareness levels of microbial contamination and foodborne illness and information nudging affect the likelihood of safer fresh produce choice. Then we predicted the willingness to pay (premium) for safety attributes. To the best of our knowledge, none of the previous studies have examined this aspect in Nepal.

This study aims to investigate how environmentalism in photovoltaic (PV) substitution and nationalism in PV rivalry with the USA are associated with the trade-offs made by young consumers in Lanzhou when selecting Chinese brand portable solar power banks.

In this study, the choice-based conjoint survey was conducted to investigate mobile power bank consumers aged 18–28 in Lanzhou urban districts. A total of 2,004 valid questionnaires were collected and 1,813 sample was used in analyses. Logit and ordinary least squares regression models were run for empirical analyses.

The research results show that consumers tend to sacrifice certain levels of affordability for moderate technological capability, a reputable brand, better portability and advanced charging functions or sacrifice certain levels of technological capabilities for a moderate price. Consumers with stronger environmentalism in PV substitution tend to prioritize median price levels, larger battery capacity and better portability, while being less sensitive to brand and showing less preference for advanced charging functions. Consumers with stronger nationalism in PV rivalry tend to prioritize reasonably higher prices, bigger brands, enhanced portability, more solar panels and advanced charging functions.

This research sheds light on consumer trade-offs between price, brand, portability, technological capability and charging function. It also explores how environmentalism and nationalism sentiments are associated with consumer decision-making. These insights carry valuable policy implications for fostering product innovation, supporting brand-building initiatives for small and medium-size enterprises, promoting market competition and preventing the weaponization of consumer nationalism.

As an emerging solar power product, the portable solar power bank holds significant potential for widespread adoption as a means to drive energy transition. Within the current context, two notable sentiments have surfaced: environmentalism, which pertains to the adoption of PV technology as a substitute for conventional energy sources and nationalism, which manifests in the PV rivalry between China and the USA. This research aims to investigate consumer preference related to this emerging product, specifically focusing on its relationship with these two sentiments.

This study aims to explore a new restaurant category’s development from birth to maturity, thereby explaining the rationale for category innovation strategies.

The authors conducted a qualitative case study analysis of the New Chinese-style Fusion Restaurant category’s development from birth to maturity. Thematic analysis was conducted on data collected from semi-structured interviews and textual information.

A new restaurant category’s maturation is determined by the formation of society’s shared knowledge about the category’s crucial attributes, which is an outcome of market participants’ category-related social practices. The authors develop a novel, four-stage framework for the socialized construction of this shared knowledge: a knowledge creation (KC), knowledge diffusion (KD), knowledge integration (KI) and knowledge structuralization (KS). This knowledge evolution along this KC–KD–KI–KS sequence can holistically describe the category maturation process. This framework can help understand the rationale for a restaurant category’s maturation by analyzing the interrelationships among market participants’ social practices, knowledge-related activities and market development.

This study explains how market participants’ knowledge-related activities facilitate a new restaurant category’s maturation. This can help restaurant managers cope with increasingly homogeneous competition by applying a category-innovation strategy.

This study extends product categorization research on restaurants by articulating a product category’s maturation process from a knowledge perspective.