JournalTOCs

Young Consumers: Insight and Ideas for Responsible Marketers
Journal Prestige (SJR): 0.361

Citation Impact (citeScore): 1
Number of Followers: 5

Hybrid journal * Containing 1 Open Access article(s) in this issue *
ISSN (Print) 1747-3616 - ISSN (Online) 1758-7212
Published by Emerald

[362 journals]

Brand hate in the cosmetic industry: drugstore versus luxury make-up
brands
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  Authors: Sharon Xin Ying Ong, Natalia Vila-Lopez
  Abstract: Marketing scholars have begun to look at negative emotions that young consumers could develop toward brands, such as brand hate. Brand hate has experienced exponential growth during the past decades in the cosmetic industry. In this frame, the purpose of this paper is to identify the weight of each of the five key drivers of brand hate and to analyze if these weights are the same (or not) for drugstore and luxury make-up brands regarding. To carry on this paper, brand haters in the make-up industry were contacted with the help of cosmetic influencers. Participants of the online questionnaire (N = 162) were existing young makeup consumers. They were divided into drugstore and luxury makeup brand haters by classifying their identified hated brands into either group. The authors’ results showed, first, that experiential, identity, moral, deficit-value and advertising avoidance all had a positive effect on brand hate, being identity avoidance the strongest one. Second, drugstore and luxury makeup brand haters do not differ, as far as no differences were identified in the strength of each avoidance type on brand hate. There is a gap in the literature related to the absence of work investigating brand hate in the make-up industry; moreover, studies measure whether brand hate drivers are the same (or not) for luxury brands and drugstore brands that compete in the same arena. In this framework, this research will provide a specific industry context involving young consumer opinions. Research into consumer–brand relationships has been largely focused on the positive forms, while the negative forms are still a relatively newer area of academic interest. Even more, brand hate has been investigated from a multidimensional approach linking proposals from different authors has been tested.
  Citation: Young Consumers
  PubDate: 2023-09-18
  DOI: 10.1108/YC-10-2022-1624
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
A mixed study on the “wow” of impulse purchase on Instagram: insights
from Gen-Z in a collectivistic environment
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  Authors: Abubakar Sadiq Muhammad, Ibrahim Adeshola, Labaran Isiaku
  Abstract: Generation Z (Gen-Z), sometimes known as “digital natives”, represents the first generation to become immersed in digital communication. In a multicultural environment, this study aims to explore which types of factors are most beneficial in connection with Gen-Z’s impulsive purchase behaviour. This study adopts an exploratory sequential mixed-method design, incorporating both qualitative and quantitative approaches. In Study 1, focus group discussions are conducted to address “why” and “how” questions, whereas Study 2 uses a quantitative method to test the hypothetical model. The model is assessed using structural equation modelling. This study used the stimulus–organism–response (SOR) framework in the context of Instagram. Building on Mehrabian and Russell’s (1974) concept and focus group discussions, Study 1 introduces a novel SOR model tailored to Instagram. In Study 2, the model is tested, and results confirm most hypotheses, except for three. Factors such as aesthetic appeal, scarcity promotions and discounted prices stimulate impulse buying behaviour in Gen-Z. Positive emotional responses evoked by these factors also influence impulse buying, whereas the impact of negative emotional responses is found to be insignificant. This mixed-methods study enhances the theoretical understanding of Gen-Zers’ impulse buying behaviour by highlighting the influence of diverse independent variables. By using the SOR framework, it reveals the intricate emotional aspects impacting impulsive purchase decisions. The research provides new insights into online impulsive buying behaviour, particularly relevant to consumer psychology and behavioural economics among young collectivist consumers.
  Citation: Young Consumers
  PubDate: 2023-09-14
  DOI: 10.1108/YC-04-2023-1728
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Does intention translate into actual purchase' Analysis of inducers of
sustainable consumption in higher education students
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  Authors: Linda JessicaDe Montreuil Carmona, Anderson Gomes Paes Barretto, Edilson Bacinello
  Abstract: The purpose of this study was to verify the effect of sustainable consumption on the intention and effective purchase of products by young undergraduates, using the framework with the dimensions: consciousness for sustainable consumption, moral orientation and environmental concern. The authors also examined the mediation effect of intention and searched for heterogeneities on the purchase of sustainable products when discriminating by product type. Sustainable consumption assumes ethics and environmental concern prioritization in the role of individuals to preserve natural resources threatened by global warming. Considering this, the authors developed cross-sectional research based on a sample of 265 Brazilian higher education students, which was analyzed with the use of partial least squares path modeling. The results showed a positive relationship between sustainable consumption and buying intention, with mediation effects on the effective purchase of sustainable products. It was evidenced that consciousness for sustainable consumption, moral orientation and environmental concern do not lead directly to the purchase of sustainable products; they are based on the mediation exerted by the intention that purchase materializes in Brazilian, young university students. By analyzing heterogeneities, the authors found that environmental concern may translate into actual purchase when product-oriented. This study uses the VBN theory to understand the behavioral intentions for the effective purchase of sustainable products, extending the range of sustainable consumption associating factors not analyzed in the higher education context, including nontraditional categories of sustainable products, such as textiles, furniture and wood articles. Moreover, this paper examines the mediation role of intention for effective purchase of sustainable products, identifying product categories that may translate environmental concerns to actual purchases, highlighting the importance of Brazil as an emerging economy that is a leading producer and exporter of organic foods with a growing market for sustainable products.
  Citation: Young Consumers
  PubDate: 2023-09-12
  DOI: 10.1108/YC-03-2023-1710
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Parental financial socialization and life satisfaction of college
students: mediation and moderation analyses
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  Authors: Mousumi Singha Mahapatra, Jing Jian Xiao, Ram Kumar Mishra, Kexin Meng
  Abstract: This study aims to examine the association between parental financial socialization and life satisfaction and the mediating roles of desirable financial behavior in the association between parental financial socialization and life satisfaction of college students in India. Furthermore, this research also explores the moderating effects of parents’ socioeconomic characteristics (education, income and professions) in the association between parental financial socialization and desirable financial behavior. A sample of 1,161 college students was collected in India. Parental financial socialization is measured by direct parental teaching in this study. The first stage moderated mediation model is performed to examine the direct and indirect effects through financial behavior of parental financial on life satisfaction as well as the moderating role of parents’ socioeconomic characteristics. The mediation analysis shows that parental direct teaching is positively associated with young adults’ financial behavior, which in turn contributes to their life satisfaction. Furthermore, this study also finds negative moderation effects of parental education on the association between parental direct teaching and children's financial behavior. This study extends the knowledge of family financial socialization in the context of India. Moreover, it examines the mediation roles of desirable financial behavior in the association between parental direct teaching and children’s life satisfaction. Furthermore, this paper explores the potential influence of parents’ education, income and professions on children’s financial behavior and life satisfaction.
  Citation: Young Consumers
  PubDate: 2023-09-08
  DOI: 10.1108/YC-10-2022-1626
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
The effect of online customer reviews and celebrity endorsement on young
female consumers’ purchase intentions
Open Access Article
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  Authors: Theresa Macheka, Emmanuel Silva Quaye, Neo Ligaraba
  Abstract: Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products. To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28. The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products. Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers. This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.
  Citation: Young Consumers
  PubDate: 2023-09-06
  DOI: 10.1108/YC-05-2023-1749
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Generation Z and Millennial esports gamers’ perceived toxicity risk and
game brand loyalty: moderated mediation effects of brand identification,
self-efficacy, and support from game brand
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  Authors: Kun Chang, Hyun-Woo Lee, Gregg Bennett
  Abstract: The rampant toxic gaming environment in most major esports games has become a challenge in maintaining gamers’ loyalty to the game. Guided by the theory of stress and coping, this study aims to investigate how and under what condition esports gamers’ perceived risk of toxicity may affect game brand loyalty through the moderated mediation effects of game brand identification, self-efficacy, and perceived support from game brand. The moderated mediation model was tested using the conditional process analysis (N = 311). The moderating effects of game brand identification on the mediated processes were tested in the model. The authors found that self-efficacy and perceived support from game brand were critical mediators between the perceived risk of toxicity and game brand loyalty. However, these mediating effects varied depending on the level of game brand identification. This study took the step forward by theorizing and empirically examining the relationship between perceived risk of toxicity and consumption outcome by considering both internal and social coping resources and game brand identification, among Generation Z and Millennial gamers in the esports context.
  Citation: Young Consumers
  PubDate: 2023-09-05
  DOI: 10.1108/YC-11-2022-1635
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Exploring the usage intention of AI-powered devices in smart homes among
millennials and zillennials: the moderating role of trust
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  Authors: Chee-Hua Chin, Winnie Poh Ming Wong, Tat-Huei Cham, Jun Zhou Thong, Jill Pei-Wah Ling
  Abstract: This study aims to investigate how artificial intelligence (AI)-powered smart home devices affect young consumers' requirements for convenience, support, security and monitoring, as well as their ability to advance environmental sustainability. This study also examines the variables that impact users' motivation to use AI-powered smart home devices, such as perceived value, ease of use, social presence, identity, technology security and the moderating impact of trust. The responses from residents of Sarawak, Malaysia, were collected through online questionnaires. This study aimed to examine the perceptions of millennials and zillennials towards their trust and adoption of AI-powered devices. This study used a quantitative approach, and the relationships among the study constructs were analysed using partial least squares - structural equation modelling. The present study found that perceived usefulness, ease of use and social presence were the main motivators among actual and potential users of smart home devices, especially in determining their intentions to use and actual usage. Additionally, there was a moderating effect of trust on the relationship between perceived ease of use, social presence, social identity and intention to use AI-powered devices in smart homes. To the best of the authors’ knowledge, this is one of the first studies to examine the factors influencing smart technology adoption. This study provided meaningful insights on the development of strategies for the key stakeholders to enhance the adoption and usage of AI-powered smart home devices in Sarawak, one of the promising Borneo states. Additionally, this study contributed to the growing body of knowledge on the associations between technology acceptance model dimensions, intention and actual usage of smart technology, with the moderating impact of trust.
  Citation: Young Consumers
  PubDate: 2023-08-22
  DOI: 10.1108/YC-05-2023-1752
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Young consumer engagement at the bottom of pyramid: applying S-O-R
framework in e-commerce context
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  Authors: Ashish Gupta, Ajay Kumar, Esubalew Melese
  Abstract: This study aims to identify the key drivers of consumer engagement in e-commerce among young consumers at bottom-of-pyramid (BoP) markets and their impact on continued usage intention. A cross-sectional research design was used to understand low-income customers’ engagement in e-commerce, specifically online shopping. The data for this study were collected from BoP customers in the Indian market. A conceptual model was proposed, and hypotheses were developed using the stimulus–organism–response (S-O-R) framework. For analysis, structural equation modeling was performed using AMOS 20.0 software to test the structural model. The results of the study highlight that perceived importance, technology and infrastructure and social influence are key drivers of e-commerce at BoP customers. Key drivers have shown a significant positive impact on customer engagement which leads to continue usage intention of e-commerce. Furthermore, customer engagement has shown a strong relationship with continue usage intention of e-commerce. This study indicates that young consumers’ engagement is important for e-commerce service providers to gain a market share. BoP markets offer immense opportunities to create, develop and sustain e-commerce firms for a long time, especially in India. Managers should recognize the potential of BoP markets, which can generate a huge demand for products and services on e-commerce platforms. This study contributes both theoretically and empirically. Theoretically, this adds to the existing knowledge of customer engagement, especially in e-commerce and BoP market segment. Empirically, it tested the conceptual research model of low-income customer engagement in the e-commerce marketplace using the S-O-R framework. The study recommended practical implications for e-retailers/e-commerce service providers engaging BoP customers in a digitally connected and intensively competitive era.
  Citation: Young Consumers
  PubDate: 2023-08-22
  DOI: 10.1108/YC-06-2022-1542
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
From pride to plate: how feelings of pride and guilt lead Gen Z to
plant-based consumption at restaurants
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  Authors: Patcharaporn Mahasuweerachai, Chompoonut Suttikun, William Hamilton Bicksler
  Abstract: Amidst pressing environmental concerns, the service industry has increased its focus on sustainable production and consumption patterns. This study aims to explore whether Generation Z’s perceived value of plant-based food influences feelings of guilt as a result of consuming meat instead of plant-based food and/or pride from consuming plant-based foods, which might then lead to decisions to purchase alternative plant-based products at restaurants. A survey was conducted measuring a range of variables and their relationships. The hypothesized model was tested using covariance-based structural equation modeling. Results showed that perceived social value significantly influenced guilt and pride with perceived emotional value only influencing pride. Both guilt and pride significantly influenced the decision to switch eating patterns from conventional meat to plant-based protein at restaurants. And, finally, environmental concern significantly moderated the effect of emotional value on guilt. To achieve sustainable goals, food producers should promote plant-based menu items by increasing the awareness of social approval through marketing communications. This study bridges a gap in the literature by investigating how consumers’ perceived value affects their anticipated emotional feelings of guilt and pride leading to the switch from meat-based to plant-based diets at restaurants.
  Citation: Young Consumers
  PubDate: 2023-08-22
  DOI: 10.1108/YC-12-2022-1658
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Perceived value of recommended product and consumer e-loyalty: an
expectation confirmation perspective
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  Authors: Seth Ampadu, Yuanchun Jiang, Samuel Adu Gyamfi, Emmanuel Debrah, Eric Amankwa
  Abstract: The purpose of this study is to examine the effect of perceived value of recommended product on consumer’s e-loyalty, based on the proposition of expectation confirmation theory. Vendors’ reputation is tested as the mediator in the perceived value of recommended product and e-loyalty relationship, whereas shopping enjoyment is predicted as the moderator that conditions the perceived value of recommended product and e-loyalty relationship through vendors reputation. Data were collected via an online survey platform and through a QR code. Partial least squares analysis, confirmatory factor analysis and structural equation modeling were used to verify the research proposed model. The findings revealed that the perceived value of recommended product had a significant positive effect on E-loyalty; in addition, the perceived value of the recommended product and e-loyalty link was partly explained by e-shopper’s confidence in vendor reputation. Therefore, the study established that the direct and indirect relationship between the perceived value of the recommended product and e-loyalty was sensitive and profound to shopping enjoyment. This study has established that the perceived value of a recommended product can result in consumer loyalty. This has successively provided the e-shop manager and other stakeholders with novel perspectives about why it is necessary to understand consumers’ pre- and postacquisition behavior before recommending certain products to the consumer.
  Citation: Young Consumers
  PubDate: 2023-08-21
  DOI: 10.1108/YC-08-2022-1597
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Does the use of organic personal care products persuade sustainable
consumption behaviour' Understanding the moderating role of health
consciousness
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  Authors: Deepika Jhamb, Aditi Chandel, Amit Mittal, Urvashi Tandon
  Abstract: Earlier, the consumption of products was based mainly on their utilitarian benefits, but at present, the love for nature has driven consumers towards products not harming the environment and society. Therefore, this paper aims to examine the influence of consumers' attitudes towards organic personal care products on brand love, brand trust, altruism and sustainable consumption behaviour. Furthermore, the study further examines the impact of sustainable consumption behaviour on continuous purchase intention using health consciousness as a moderator. Finally, the study validates Behavioural Reasoning Theory and the emotional affinity towards nature to understand the proposed claims. The data were collected from 364 respondents from India. Only those respondents were included in the survey who had prior experience of using organic personal care products. This study used the structural equation modelling approach to test the conceptual model. Results of the study confirmed the positive influence of consumer attitude on brand love, brand trust and altruism. Brand love and altruism had a significant impact on sustainable consumption behaviour. Health consciousness also emerged as a moderating variable between sustainable consumption behaviour and continuous intention. Interestingly, the brand trust had no impact on sustainable consumption behaviour. Furthermore, sustainable consumption behaviour had a significant impact on continuous intention. The study is helpful to organic product companies, practitioners, academicians, environment protection agencies and market regulatory authorities as it gives fresh insight into the new collective relationship of consumer attitude with brand love, brand trust, altruism and sustainable consumption behaviour in case of organic personal care products.
  Citation: Young Consumers
  PubDate: 2023-08-14
  DOI: 10.1108/YC-01-2023-1668
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Exploring the effect of cognitive factors and e-social interactions on the
green purchase intention: evidence from a transitional economy
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  Authors: Vu-Dung-Van Phan, Yung-Fu Huang, Manh-Hoang Do
  Abstract: This study aims to investigate the cognitive factors and e-social interactions that influence the green purchase intention of Vietnamese consumers. This study conducted the survey with 453 samples of young consumers in Vietnam, using the partial least squares structural equation modeling approach to evaluate the measurement quality to deal with research objectives. The findings of this study demonstrate that cognitive factors positively impact green purchase intentions in Vietnam. Moreover, the analysis revealed that the attitude variable played a mediating role in this model, whereas the social norms factor did not. This study presents several valuable findings on the green purchase intentions of young Vietnamese consumers. Therefore, the results can potentially advance and strengthen green purchasing theories in the Vietnamese market. Moreover, the recommendations indicate that cognitive factors and e-social interactions are crucial in shaping green purchasing intentions among Vietnamese consumers. Thus, it is suggested that the firms in the Vietnamese market focus on green marketing based on leveraging these factors. This work provides a valuable contribution to the knowledge related to cognitive and e-social interactions among young Vietnamese consumers. It demonstrates the significant impact of these elements on green purchase intentions through e-commerce.
  Citation: Young Consumers
  PubDate: 2023-07-24
  DOI: 10.1108/YC-11-2022-1629
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Turkish gen Z players’ in-game purchase intention: does gender
difference matter'
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  Authors: Mahmut Selami Akin
  Abstract: This study aims to illuminate Turkish gen Z players’ intention to make in-game purchases based on stimulus–organism–response (SOR) model and uncover the distinctive role of gender. Six hundred and ninety-six young players were included in the research who are aged 12 to 29 in Istanbul, Türkiye. Measurement validity was checked via principal component and confirmatory factor analysis. Structural model testing, mediation and multigroup analysis were conducted to test relationships among latent constructs. The study revealed enjoyment, perceived attractiveness and economic value were positively associated with gamer satisfaction, though connectedness was not. In addition, gamer satisfaction positively affected loyalty and loyalty predicted in-game purchase intention. On the other hand, the magnitude of enjoyment-gamer satisfaction path was greater in female players than in males. However, the effect sizes of perceived attractiveness and economic value on gamer satisfaction were larger in males than in females. The research focuses on freemium game context, the sample of Istanbul province in Turkey, and gen Z (12 to 29) players constituting the limitations. Mobile game producers should consider that enjoyment is more substantial for female players to increase in-game revenue. Hence, perceived attractiveness and economic value may be improved for male players. They could also balance the gaming experience by providing social connectivity and isolation. It is the initial attempt to unveil Turkish young mobile players’ behavioral tendency toward paid in-game extensions. On the other hand, gender difference is a salient matter unnoticed by other investigations that the strength of stimulus varies from players’ gender discovered by the research.
  Citation: Young Consumers
  PubDate: 2023-07-17
  DOI: 10.1108/YC-12-2022-1655
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Drivers of sustainability: technological and relational factors
influencing young consumers’ green buying intentions and green actual
consumption behavior
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  Authors: Naseer Abbas Khan, Sajid Hassan, Natalya Pravdina, Maria Akhtar
  Abstract: 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. 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. 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. 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.
  Citation: Young Consumers
  PubDate: 2023-07-12
  DOI: 10.1108/YC-09-2022-1610
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Segmenting the Malaysian female young adolescent market based on gender
roles and identities
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  Authors: Ser Zian Tan, Kara Chan, Poh Ling Tan
  Abstract: This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities. Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation. This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers). Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market. The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.
  Citation: Young Consumers
  PubDate: 2023-07-11
  DOI: 10.1108/YC-01-2023-1675
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Marketing cereal to the generation Z cohort: what are the key drivers that
stimulate consumer behavioural intentions in South Africa'
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  Authors: Eugine Tafadzwa Maziriri, Brighton Nyagadza, Brian Mabuyana, Tarisai Fritz Rukuni, Miston Mapuranga
  Abstract: This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption. The research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model. The results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals. This research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.
  Citation: Young Consumers
  PubDate: 2023-07-07
  DOI: 10.1108/YC-10-2022-1625
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Which decision-making stages matter more' Influencer’s perceived
credibility, sponsorship and moderating role of trust
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  Authors: Biljana Crnjak-Karanović, Ivana Kursan Milaković, Jelena Elez
  Abstract: By acknowledging the importance of micro-influencers and all decision-making process stages, this study aims to explore the impact of perceived influencer’s credibility, impacted by the sponsorship absenteeism, on problem recognition, information search, alternative evaluation, purchase and post-purchase. Additionally, the authors investigate the moderating role of trust level on the researched relationships. This study focuses on 111 young Croatian consumers of cosmetic products. The authors analysed data with confirmatory factor and regression analyses. This study reveals positive relationships between micro-influencers’ perceived credibility and all decision-making phases. The research results also show that the lack of sponsorship positively influences perceived credibility. Furthermore, results indicate that the trust level is an essential moderator for the relationships between perceived credibility and sponsorship and information search and buying stages. Limitations include the convenience sampling method and data collection at one point while also focusing on consumers from one country. This study provides practical implications for companies outlining the marketing activities that should be considered in all stages of the decision-making process while recognising the attractiveness of micro-influencers for the buying experience. This study fills gaps in the literature on micro-influencers credibility in general and particularly in the cosmetics industry. In addition, the study fills the gaps in the literature considering the impact of perceived micro-influencer credibility on all five decision-making process stages.
  Citation: Young Consumers
  PubDate: 2023-07-04
  DOI: 10.1108/YC-08-2022-1590
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Young adult tourists’ intentions to visit rural community-based
homestays
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  Authors: Tze-Yin Lim, Choi-Meng Leong, Lucas Tee-Kiat Lim, Bibiana Chiu-Yiong Lim, Rodney Thiam-Hock Lim, Kiat-Sing Heng
  Abstract: This study aims to investigate the factors affecting the intention to visit community-based homestays among young adults in a developing country during the pandemic by incorporating the mediation effect of perceived values and moderation effects of safety and health concerns. Data from young adults were gathered via a self-administered questionnaire, and 268 sets of surveys were analysed using partial least squares structural equation modelling. The perceived value of community-based homestays among young adults is positively affected by relaxation, learning and entertainment. Perceived value also mediates the relationship between each of the three said motivational push factors and the intention to visit a community-based homestay. The relationship between perceived value and intention to visit community-based homestays among young adults is unaffected by safety and health concerns. The analysis reveals that relaxation, learning and entertainment are key drivers of intentions to visit rural community-based homestays and that perceived value mediates links between them. This study benefits the tourism authorities and marketers by enabling them to promote community-based homestays in the country among the young adult market. This study contributes to the literature by using the motivation theory and model of goal-oriented behaviour to investigate the moderating effects of health and safety concerns on young adults visiting intention. Young adults’ perceived value was also examined to study its mediating effects on visiting intention.
  Citation: Young Consumers
  PubDate: 2023-07-04
  DOI: 10.1108/YC-11-2022-1637
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
It takes two to tango: young Chinese consumers’ perspectives on
global smartphone brands
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  Authors: Hong Yan Yu, Deli Yang, Carol Yoder, Maho (Mahmut) Sonmez
  Abstract: This paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances users’ bond with the brand. Second, brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality improves brand bond. Third, BOE significantly enhances BUC. This study proposed an integrative model with new concepts and tested it with 2,135 young Chinese consumers using global smartphone brands. Results are drawn from structural equation modeling and comparisons between stakeholders and among smartphone brands. The results show that BOE and BUC are significant and equally effective at enhancing brand bond. BOE also shows a significantly stronger effect on BUC than on brand bond. The temporal comparison between 2015 and 2018 confirms the changing reality of the smartphone world. As for brand comparison, young consumers perceive that iPhone differentiates itself from Huawei and Samsung rivals in terms of BOE and BUC on brand bond. However, none of these brands show significant differences in terms of BOE effect on BUC. Please see detail in the Conclusion and Discussions. Please see detail in the Conclusion and Discussions. Please see detail in the Conclusion and Discussions. This study introduced a validated model with new concepts based on the global smartphone industry, perceived by young Chinese consumers. The results prove that it takes both the owners and users together to contribute to the brand bond, but brand owners’ role on BUC is more significant.
  Citation: Young Consumers
  PubDate: 2023-06-27
  DOI: 10.1108/YC-01-2023-1666
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Baba Nyonya Peranakan ethnic food: exploring the effect of media influence
and curiosity on consumption intention of the youth generation
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  Authors: Muhammad Nur Amier Zanzaizman, Siti Nur Syazaratul Syafiqah Sheikh Mohamed Safri, Muhammad Safuan Abdul Latip
  Abstract: 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.
  Citation: Young Consumers
  PubDate: 2023-06-27
  DOI: 10.1108/YC-02-2023-1681
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Antecedents of mobile device purchase intention by mobile gamers
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  Authors: Emerson Wagner Mainardes, Silvestre de Jesus Cunha Paixão Júnior, Ricardo Gouveia Rodrigues
  Abstract: This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price sensitivity, perceived quality, identification with the group of gamers and referrals from other gamers were identified in the literature. Data were collected through an online questionnaire with 335 consumers. The model was tested using partial least squares. It was verified that the price–quality relationship directly influences mobile gamers' intentions to purchase mobile phones. Also, it was observed that price sensitivity of mobile gamers directly influences the price–quality relationship and indirectly influences the intention to purchase mobile phones to play games. It was further verified that this price sensitivity is directly influenced by the perceived quality of mobile gaming devices. Finally, it was observed that referrals from other gamers directly influences the perceived quality and onès identification with the group of gamers. This study concluded that developing strategies focused on prices of mobile phones gamers use to play games tends to influence mobile gamers' purchase intentions. This paper extends the study of mobile device purchase behavior, uniting constructs studied separately and proposing connections not yet tested, assisting in the theoretical understanding of the factors that contribute to the intention to purchase mobile devices. This study is theoretically justified for four reasons: it focused on a specific group of consumers, mobile gamers, which is a constantly growing audience; it brought an innovative model, testing the influence of the perceived quality of mobile gaming devices on the price sensitivity of mobile gamers; there are spaces for new research on mobile device purchase intention; and it may assist in the theoretical understanding of the factors contributing to mobile device purchase intention.
  Citation: Young Consumers
  PubDate: 2023-06-26
  DOI: 10.1108/YC-10-2022-1613
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
A longitudinal study on organic food continuance behavior of Generation Y
and Generation Z: can health consciousness moderate the decision'
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  Authors: Mohammad Rokibul Kabir
  Abstract: This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates the reasons for continuing organic food (OF) consumption. This research aims to create a model highlighting the characteristics influencing Bangladeshi consumers to continue eating OFs while considering the moderating role of health consciousness during the COVID-19 health crisis (CHC). This is a longitudinal study, the first phase of which was conducted in 2020, whereas the second phase of data collection is completed on December 31, 2021. Thus, a longitudinal research design (N = 196) was used to investigate whether TPB element have the same impact over the period of time in two data collection phases. It also attempted to reveal if there is any change in the level of influences of Knowledge of organic food health benefit (HAK), and health consciousness on OFCB. A structured questionnaire was used to collect data from the participants of Generations Y and Z. Partial least square structural equation modeling validates the proposed research model. Research results of phase two ensure that out of the five direct hypotheses related to social norm (SNRM), attitude (ATD), perceived behavioral control (PBRC), HAK and CHC, four (ATD, PBRC, HAK and CHC) significantly influence OFCB of Bangladeshi consumers. SNRM has no significant statistical influence on OFCB. On the other hand, all the direct hypotheses, including SNRM, were accepted during the first phase of the study. Hence, when people begin eating OF and recognize the health benefits, their firm behavioral control ensures that what others think has no significant influence on OFCB. Most of the data for this study came from those born after 1980, commonly known as Generations Y and Z. Thus, including more data from different age groups may result in different research conclusions. The survey contains a large proportion (62%) of respondents with an income of less than BDT 40,000 per month, a price-sensitive demographic in Bangladesh. The price of OF was not included in this study though price sensitivity may have impacted the study’s findings. This research used one moderating and four exogenous variables to determine Bangladeshi consumers’ OFCB. HAK and PBRC are proven to be the strongest determinants. Though health consciousness, Knowledge and self-control are essential, Bangladeshi citizens’ awareness of OF and sustainable consumption is still far below compared to other countries. Consequently, this study urges policymakers to raise health awareness through various social efforts. The Bangladesh government has various initiatives to encourage sustainable development, including promoting OF consumption. Increased OF consumption will increase demand, resulting in an enormous need for organic production. This phenomenon will benefit society as bio-fertilizers are ecologically benign, resolving soil fertility issues and reducing disease risks while enhancing nutritional content. This study can serve as the foundation for developing a plan to boost the consumption of OFs, which can have a beneficial social impact. Since no longitudinal study to explain the continuance of OFs has been observed in Bangladesh, this research uniquely contributes to predicting sustainable consumption behavior.
  Citation: Young Consumers
  PubDate: 2023-06-16
  DOI: 10.1108/YC-09-2022-1606
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Impact of fake news on social networks during COVID-19 pandemic in Spain
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  Authors: María Teresa Macarrón Máñez, Antonia Moreno Cano, Fernando Díez
  Abstract: The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021. A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society. Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms. The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z. This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.
  Citation: Young Consumers
  PubDate: 2023-03-20
  DOI: 10.1108/YC-04-2022-1514
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
Green consumption behaviour among Generation Z college students in China:
the moderating role of government support
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  Authors: Pick-Soon Ling, Chee-Hua Chin, Jia Yi, Winnie Poh Ming Wong
  Abstract: Green consumption behaviour (GCB) has been advocated to mitigate the environmental consequences of traditional consumption patterns. Besides the current circumstances, Generation Z college students are a sizable consumer group who are likely to be concerned about the future. Thus, this study aims to examine the factors affecting the college students’ GCB and the moderating effect of government support to provide new evidence from college students in China. In addition to environmental knowledge and social media influence as the variables, government support was used as a moderator to develop the extended theory of planned behaviour (TPB) model. Purposive sampling was used to obtain 328 valid responses from Chinese college students. The collected data were analysed using partial least squares structural equation modelling. The findings indicated that subjective norms, perceived behavioural control, environmental knowledge and social media influence substantially affect students’ GCB. Notably, the moderation analysis suggested that government support greatly strengthens the relationship between subjective norms and social media influence on the GCB of Chinese college students. The study provides several significant practical implications as the findings could be referred by stakeholders, such as government and businesses entities, in formulating policies and strategies to encourage the consumers’ GCB in mitigating ecological consequences. The extended TPB model that integrated environmental knowledge and social media influence with the government support as the moderator contributes to the extant literature with the evidence derived from Generation Z in China.
  Citation: Young Consumers
  PubDate: 2023-03-17
  DOI: 10.1108/YC-01-2022-1443
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)
“Fake or not, I’m sharing it”: teen perception about disinformation
in social networks
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  Authors: Luisa Dolores Zozaya-Durazo, Charo Sádaba-Chalezquer, Beatriz Feijoo‐Fernández
  Abstract: Disinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing cognitively and emotionally. This paper aims to offer insight on minors’ perception and the tools used by this age group to verify the content to which they are exposed while online. Twelve focus groups were held in Spain between April and June 2021 with a total of 62 participants aged 11–17. Besides age, sex and socioeconomic group were variables taken into consideration to select the participants. A script covering the intended questions was used to structure the discussion. Result analysis reveals that minors are excessively confident in their ability to identify false news and feel the need to share content with their online community as a means of participation in discussions or trending topics. Although WhatsApp family groups are seen as a source of misleading news, the study reveals that the family and traditional media (mainly television) act as sources of verification of fake news for minors. In general, minors opt for actions that require less initiative to contrast the content they consume on the internet. This study produces new findings by further deepening the results of the first quantitative study on the relationship between minors and disinformation in Spain using qualitative method from conducting virtual focus groups.
  Citation: Young Consumers
  PubDate: 2023-02-17
  DOI: 10.1108/YC-06-2022-1552
  Issue No: Vol. ahead-of-print, No. ahead-of-print (2023)