Purpose The purpose of this paper is to examine the effect of peer pressure on joint consumption decisions among emerging adults. Building on prospect theory and characteristics of emerging adulthood, the authors propose that influence from peers (i.e. informational and normative influence) serves as a channel to understand how peer pressure shapes joint consumer behaviors at different levels of social capital. Design/methodology/approach An online survey is distributed to the emerging adults, aged 18 to 25, in the south, west, east and middle of the USA. Construct validity and reliability are tested by using confirmatory factor analysis. Structural equation modeling is used to test the mediating and moderating effects. Findings The results show that social capital moderates the relationship between peer pressure and group-oriented consumer decisions, such that the relationship is positive in groups with high-level social capital but negative in groups with low-level social capital. Furthermore, such effects tend to be achieved via peer influence. And peer influence is stronger in groups with high-level social capital than those with low-level social capital. Originality/value The current literature has shown contradictory results: it is usually believed that emerging adults may conform to pressure and engage in group-oriented decisions; however, some research has reported the opposite result. To better understand this relationship, the authors aim at a group-level factor – perceived social capital – as a boundary condition. This research contributes to the young consumer decision-making literature by involving the interplay among peer pressure, perceived social capital and peer informational and normative influence.
{"title":"Understanding peer pressure on joint consumption decisions: the role of social capital during emerging adulthood","authors":"Zhen Li, Soochan Choi, J. Forrest","doi":"10.1108/yc-03-2022-1494","DOIUrl":"https://doi.org/10.1108/yc-03-2022-1494","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to examine the effect of peer pressure on joint consumption decisions among emerging adults. Building on prospect theory and characteristics of emerging adulthood, the authors propose that influence from peers (i.e. informational and normative influence) serves as a channel to understand how peer pressure shapes joint consumer behaviors at different levels of social capital.\u0000\u0000\u0000Design/methodology/approach\u0000An online survey is distributed to the emerging adults, aged 18 to 25, in the south, west, east and middle of the USA. Construct validity and reliability are tested by using confirmatory factor analysis. Structural equation modeling is used to test the mediating and moderating effects.\u0000\u0000\u0000Findings\u0000The results show that social capital moderates the relationship between peer pressure and group-oriented consumer decisions, such that the relationship is positive in groups with high-level social capital but negative in groups with low-level social capital. Furthermore, such effects tend to be achieved via peer influence. And peer influence is stronger in groups with high-level social capital than those with low-level social capital.\u0000\u0000\u0000Originality/value\u0000The current literature has shown contradictory results: it is usually believed that emerging adults may conform to pressure and engage in group-oriented decisions; however, some research has reported the opposite result. To better understand this relationship, the authors aim at a group-level factor – perceived social capital – as a boundary condition. This research contributes to the young consumer decision-making literature by involving the interplay among peer pressure, perceived social capital and peer informational and normative influence.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"43 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-10-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90456506","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose This study aims to explore the potential that acting proenvironmentally protects adolescents from developing materialistic value. Design/methodology/approach Convenience sampling was adopted to collect data from two randomly selected secondary schools in central China. A total of 784 participants were included in the survey. Findings The mediation analysis revealed that adolescent proenvironmental behaviour was negatively associated with materialism. The results of the moderated mediation model showed that psychological entitlement mediates the association between adolescent proenvironmental behaviour and materialism, and that family socioeconomic status acts as a moderator in the association between proenvironmental behaviour and psychological entitlement. Practical implications The current results advise educational practitioners on alleviating adolescent materialism. Policy makers and schools can add more environmental practice to the curriculum and extracurricular activities. Moreover, identifying the personal benefits of proenvironmental behaviour can motivate young people to act proenvironmentally, which not only factually reduces over-consumption but also attracts more attention from young people to the environment. Originality/value Previous studies rarely explored the individual belief or perception accounting for the negative association between proenvironmental behaviour and materialism. Therefore, the authors adopt psychological entitlement, a belief reflecting the dark side of individual perception, to explain why proenvironmental behaviour reduces materialism.
{"title":"Greed doesn’t grow on trees: the indirect association between proenvironmental behaviour and materialism through adolescents’ psychological entitlement","authors":"Meiting Liu, A. Koivula","doi":"10.1108/yc-09-2021-1388","DOIUrl":"https://doi.org/10.1108/yc-09-2021-1388","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the potential that acting proenvironmentally protects adolescents from developing materialistic value.\u0000\u0000\u0000Design/methodology/approach\u0000Convenience sampling was adopted to collect data from two randomly selected secondary schools in central China. A total of 784 participants were included in the survey.\u0000\u0000\u0000Findings\u0000The mediation analysis revealed that adolescent proenvironmental behaviour was negatively associated with materialism. The results of the moderated mediation model showed that psychological entitlement mediates the association between adolescent proenvironmental behaviour and materialism, and that family socioeconomic status acts as a moderator in the association between proenvironmental behaviour and psychological entitlement.\u0000\u0000\u0000Practical implications\u0000The current results advise educational practitioners on alleviating adolescent materialism. Policy makers and schools can add more environmental practice to the curriculum and extracurricular activities. Moreover, identifying the personal benefits of proenvironmental behaviour can motivate young people to act proenvironmentally, which not only factually reduces over-consumption but also attracts more attention from young people to the environment.\u0000\u0000\u0000Originality/value\u0000Previous studies rarely explored the individual belief or perception accounting for the negative association between proenvironmental behaviour and materialism. Therefore, the authors adopt psychological entitlement, a belief reflecting the dark side of individual perception, to explain why proenvironmental behaviour reduces materialism.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"546 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78171577","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose The literature provides evidence of consumers’ willingness to purchase (WTP) refurbished products. However, the studies focusing on young consumers’ (18–24 years) purchasing behaviour of refurbished products from online platforms/stores are limited. Therefore, the purpose of this study is to conduct a qualitative study to identify the key attributes/factors that influence young consumers’ WTP refurbished products. Design/methodology/approach Two qualitative techniques, focus group discussion (FGD) and depth interviews (DI), are used for data collection. Criterion sampling is used for sample selection. Consequently, 37 participants (20 for FGD and 17 for DI) from India were recruited. Findings The study’s findings indicate six broad attributes/factors (purchase attributes, product attributes, credibility, reviews/support, refurbishment process and ecological factors) that influence young consumers’ WTP refurbished products. In each attribute, some characteristics are unique (for example, greater trust in online platforms/stores, preference for video reviews and historical information of the product) to young consumers. Originality/value The current study integrates three literature streams: consumer behaviour in the online/offline context, young consumers’ inclination towards an online purchase and WTP refurbished products. To the best of the authors’ knowledge, this is the first study to do it.
{"title":"Willingness to purchase refurbished products sold online: a qualitative inquiry of young consumers from an emerging market","authors":"Jighyasu Gaur, Ankur Srivastava, Ritu Gupta","doi":"10.1108/yc-11-2021-1417","DOIUrl":"https://doi.org/10.1108/yc-11-2021-1417","url":null,"abstract":"\u0000Purpose\u0000The literature provides evidence of consumers’ willingness to purchase (WTP) refurbished products. However, the studies focusing on young consumers’ (18–24 years) purchasing behaviour of refurbished products from online platforms/stores are limited. Therefore, the purpose of this study is to conduct a qualitative study to identify the key attributes/factors that influence young consumers’ WTP refurbished products.\u0000\u0000\u0000Design/methodology/approach\u0000Two qualitative techniques, focus group discussion (FGD) and depth interviews (DI), are used for data collection. Criterion sampling is used for sample selection. Consequently, 37 participants (20 for FGD and 17 for DI) from India were recruited.\u0000\u0000\u0000Findings\u0000The study’s findings indicate six broad attributes/factors (purchase attributes, product attributes, credibility, reviews/support, refurbishment process and ecological factors) that influence young consumers’ WTP refurbished products. In each attribute, some characteristics are unique (for example, greater trust in online platforms/stores, preference for video reviews and historical information of the product) to young consumers.\u0000\u0000\u0000Originality/value\u0000The current study integrates three literature streams: consumer behaviour in the online/offline context, young consumers’ inclination towards an online purchase and WTP refurbished products. To the best of the authors’ knowledge, this is the first study to do it.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"10 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75105942","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose This study aims to explore the antecedents related to luxury brand loyalty in the Indian Gen Z consumer segment. It obtains the connection between luxury brand attachment, luxury brand trust and luxury brand loyalty. The study also envisages how luxury brand trust plays a mediation role in strengthening the relationship between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. Design/methodology/approach The empirical investigation is based on the Indian Gen Z consumer segment. Data was acquired with the help of a structured questionnaire, following convenience and snowball sampling techniques. A total of 230 primary responses was used for the statistical analysis of the present research. The analysis was carried out with the help of SmartPLS software to validate a proposed model and corresponding hypotheses. Findings The research findings demonstrate that two major branding outcomes support luxury brand loyalty behavior in the Indian Gen Z consumer segment: luxury brand attachment and luxury brand trust. Corporate social responsibility (CSR) attributes and sustainability attributes, luxury product attributes, luxury brand attributes and social media attributes positively influence luxury brand attachment in the Indian Gen Z consumer segment. CSR attributes and sustainability attributes have negligible contribution toward positively influencing luxury brand trust towards the same. However, when luxury brand trust is combined with luxury brand attachment, then luxury brand trust plays a significant role in enhancing luxury brand loyalty among the Indian Gen Z consumer segment. Then, luxury brand attributes, product attributes and social media attribute positively impact luxury brand trust in the Indian Gen Z consumer segment. The study also identifies that luxury brand trust plays a significant mediation role in consolidating the relationship between attachment and loyalty. Originality/value The proposed model in the research is an integrated framework comprising maximum potential variables that can positively influence luxury brand loyalty in the Indian Gen Z consumer segment. The analysis in the research shows the mediation role of luxury brand trust between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. This study has also identified the vital role of luxury brands’ CSR attributes and sustainability attributes to support luxury brand loyalty.
{"title":"Investigating the antecedents of luxury brand loyalty for Gen Z consumers in India: a PLS-SEM approach","authors":"Kaustav Ghosh, Subhajit Bhattacharya","doi":"10.1108/yc-09-2021-1390","DOIUrl":"https://doi.org/10.1108/yc-09-2021-1390","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the antecedents related to luxury brand loyalty in the Indian Gen Z consumer segment. It obtains the connection between luxury brand attachment, luxury brand trust and luxury brand loyalty. The study also envisages how luxury brand trust plays a mediation role in strengthening the relationship between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment.\u0000\u0000\u0000Design/methodology/approach\u0000The empirical investigation is based on the Indian Gen Z consumer segment. Data was acquired with the help of a structured questionnaire, following convenience and snowball sampling techniques. A total of 230 primary responses was used for the statistical analysis of the present research. The analysis was carried out with the help of SmartPLS software to validate a proposed model and corresponding hypotheses.\u0000\u0000\u0000Findings\u0000The research findings demonstrate that two major branding outcomes support luxury brand loyalty behavior in the Indian Gen Z consumer segment: luxury brand attachment and luxury brand trust. Corporate social responsibility (CSR) attributes and sustainability attributes, luxury product attributes, luxury brand attributes and social media attributes positively influence luxury brand attachment in the Indian Gen Z consumer segment. CSR attributes and sustainability attributes have negligible contribution toward positively influencing luxury brand trust towards the same. However, when luxury brand trust is combined with luxury brand attachment, then luxury brand trust plays a significant role in enhancing luxury brand loyalty among the Indian Gen Z consumer segment. Then, luxury brand attributes, product attributes and social media attribute positively impact luxury brand trust in the Indian Gen Z consumer segment. The study also identifies that luxury brand trust plays a significant mediation role in consolidating the relationship between attachment and loyalty.\u0000\u0000\u0000Originality/value\u0000The proposed model in the research is an integrated framework comprising maximum potential variables that can positively influence luxury brand loyalty in the Indian Gen Z consumer segment. The analysis in the research shows the mediation role of luxury brand trust between luxury brand attachment and luxury brand loyalty in the Indian Gen Z consumer segment. This study has also identified the vital role of luxury brands’ CSR attributes and sustainability attributes to support luxury brand loyalty.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"36 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-07-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76285687","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type and target audience. Design/methodology/approach The content of 212 television advertisements was analysed for the study; 32 advertisements belonged to 1990–2000, 38 belonged to 2000–2010 and 142 belonged to 2010–2020. Findings It could be observed that in 2010–2020, marketers had primarily focused on children as their central idea behind making any advertisement. They were projecting children as an emotional and informational tool for attracting adults and children, directly or indirectly. Research limitations/implications The implications of this study are manifold. Firstly, the study supports the theories of socialisation and the changing role of children in the same. Secondly, the trend over the decades hints at the marketer’s changing strategy behind using children in advertisements to target adult audiences. Practical implications The significant implication for the practitioner is the possibility of having a child protagonist in an ad for the non-children target audience. Originality/value This paper is one of the first to analyse the changing role of children in advertisements over a long time horizon.
{"title":"The changing portrayal of children in Indian advertisements: a comparative study of the three decades","authors":"S. Choudhary, Subhadip Roy","doi":"10.1108/yc-10-2021-1402","DOIUrl":"https://doi.org/10.1108/yc-10-2021-1402","url":null,"abstract":"\u0000Purpose\u0000This study aims to analyse the roles in which children have been portrayed in advertisements over three decades (1990–2000, 2000–2010 and 2010–2020) and what have been the changes in the portrayal of the children, including the changes in product type and target audience.\u0000\u0000\u0000Design/methodology/approach\u0000The content of 212 television advertisements was analysed for the study; 32 advertisements belonged to 1990–2000, 38 belonged to 2000–2010 and 142 belonged to 2010–2020.\u0000\u0000\u0000Findings\u0000It could be observed that in 2010–2020, marketers had primarily focused on children as their central idea behind making any advertisement. They were projecting children as an emotional and informational tool for attracting adults and children, directly or indirectly.\u0000\u0000\u0000Research limitations/implications\u0000The implications of this study are manifold. Firstly, the study supports the theories of socialisation and the changing role of children in the same. Secondly, the trend over the decades hints at the marketer’s changing strategy behind using children in advertisements to target adult audiences.\u0000\u0000\u0000Practical implications\u0000The significant implication for the practitioner is the possibility of having a child protagonist in an ad for the non-children target audience.\u0000\u0000\u0000Originality/value\u0000This paper is one of the first to analyse the changing role of children in advertisements over a long time horizon.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"42 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77926796","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine people who have experienced Erasmus concerning the relationship between their level and type of consumer cosmopolitanism and the decisions related to enrolling in the Erasmus programme, which include the decision itself, motivations, choice of destination, pursuing cultural differences and search for different levels of globalisation. Design/methodology/approach After proposing a conceptual model, data were collected by surveying undergraduate or postgraduate students. Then a set of multivariate analyses were developed to validate the hypotheses. Findings Contrarily to what could be expected, results indicate that consumer cosmopolitanism decreases the likelihood for students to enrol on the programme. Additionally, three types of consumer cosmopolitanism were found: low, cultural and high cosmopolitans. According to results, low cosmopolitans display lower likelihoods of enrolment than the other two types. This evidence supports that intention to enrol is not always a good predictor of behaviour and that a gap is proven here as well. This study also suggests that cosmopolitan consumers do not reveal a preference for countries with similar/different cultures or levels of globalization to that of their own country, but, conversely, experiencing a different culture remains one of the leading motivations for these consumers. Originality/value Although cosmopolitanism has been extensively studied in different research fields, its link with the decisions on studying abroad has barely been explored.
{"title":"Studying abroad: the role of consumer cosmopolitanism in the enrolment decisions","authors":"M. Salomão, S. Silva, José Ricardo Côto","doi":"10.1108/yc-12-2021-1433","DOIUrl":"https://doi.org/10.1108/yc-12-2021-1433","url":null,"abstract":"\u0000Purpose\u0000Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine people who have experienced Erasmus concerning the relationship between their level and type of consumer cosmopolitanism and the decisions related to enrolling in the Erasmus programme, which include the decision itself, motivations, choice of destination, pursuing cultural differences and search for different levels of globalisation.\u0000\u0000\u0000Design/methodology/approach\u0000After proposing a conceptual model, data were collected by surveying undergraduate or postgraduate students. Then a set of multivariate analyses were developed to validate the hypotheses.\u0000\u0000\u0000Findings\u0000Contrarily to what could be expected, results indicate that consumer cosmopolitanism decreases the likelihood for students to enrol on the programme. Additionally, three types of consumer cosmopolitanism were found: low, cultural and high cosmopolitans. According to results, low cosmopolitans display lower likelihoods of enrolment than the other two types. This evidence supports that intention to enrol is not always a good predictor of behaviour and that a gap is proven here as well. This study also suggests that cosmopolitan consumers do not reveal a preference for countries with similar/different cultures or levels of globalization to that of their own country, but, conversely, experiencing a different culture remains one of the leading motivations for these consumers.\u0000\u0000\u0000Originality/value\u0000Although cosmopolitanism has been extensively studied in different research fields, its link with the decisions on studying abroad has barely been explored.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"6 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80417549","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose The purpose of this paper is to investigate the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the marketing mix were used as a framework to shed insights for marketing strategies. Design/methodology/approach A qualitative study using personal interviews was designed. A convenience sample of 24 young adults from 20 to 22 years of age was asked to take photos, showing the exterior and interior of their favorite shop in Hong Kong. They were interviewed face to face to explain why they like these shops. Other information about the shopping context, including frequency of visits and whether shopping alone or with friends, was collected. Findings The favorite shops of young adults are clothing retailers and stores for snacks. Attributes of favorite shops include stylish product design, variety of choices, cozy physical environment, technology-assisted shopping process and customer-friendly return policy. Young adults seek taste and artistic presentation in consumption. Self-expression and social communication of consumption play a major role in retail brand love. Research limitations/implications The sample size of this study was small and may not be generalizable to populations of different socioeconomic status. A quantitative survey can be conducted to further examine the topic. Practical implications This study deepens the understanding of how young adults perceive product, store and process attributes of shops that are related to retail brand love. Tangible qualities such as product and physical space played a more important role than intangible attributes such as friendly frontline or sales staff. The results imply that retailers need to pay attention to a shop’s product offering, interior design, as well as develop a seamless integration of online and offline shopping processes to engage customers. Originality/value There are very few studies of young consumers and retail brand love using qualitative methods. This study contributes to a deeper understanding of young consumers’ perception of the retail stores that they love in the digitalized retail landscape.
{"title":"Attributes of young adults’ favorite retail shops: a qualitative study","authors":"Kara Chan, Qiqi Li","doi":"10.1108/yc-01-2022-1442","DOIUrl":"https://doi.org/10.1108/yc-01-2022-1442","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate the common attributes of brick-and-mortar retail shops liked by young adults in the digitalized retail context. The 7Ps of the marketing mix were used as a framework to shed insights for marketing strategies.\u0000\u0000\u0000Design/methodology/approach\u0000A qualitative study using personal interviews was designed. A convenience sample of 24 young adults from 20 to 22 years of age was asked to take photos, showing the exterior and interior of their favorite shop in Hong Kong. They were interviewed face to face to explain why they like these shops. Other information about the shopping context, including frequency of visits and whether shopping alone or with friends, was collected.\u0000\u0000\u0000Findings\u0000The favorite shops of young adults are clothing retailers and stores for snacks. Attributes of favorite shops include stylish product design, variety of choices, cozy physical environment, technology-assisted shopping process and customer-friendly return policy. Young adults seek taste and artistic presentation in consumption. Self-expression and social communication of consumption play a major role in retail brand love.\u0000\u0000\u0000Research limitations/implications\u0000The sample size of this study was small and may not be generalizable to populations of different socioeconomic status. A quantitative survey can be conducted to further examine the topic.\u0000\u0000\u0000Practical implications\u0000This study deepens the understanding of how young adults perceive product, store and process attributes of shops that are related to retail brand love. Tangible qualities such as product and physical space played a more important role than intangible attributes such as friendly frontline or sales staff. The results imply that retailers need to pay attention to a shop’s product offering, interior design, as well as develop a seamless integration of online and offline shopping processes to engage customers.\u0000\u0000\u0000Originality/value\u0000There are very few studies of young consumers and retail brand love using qualitative methods. This study contributes to a deeper understanding of young consumers’ perception of the retail stores that they love in the digitalized retail landscape.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"46 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84902187","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose This study aimed to develop an integrative model that comprehensively explores the antecedents of pro-environmental intentions in young people. The study follows customer value theory (CVT) and the theoretical framework of the theory of planned behaviour (TPB). Design/methodology/approach Data was obtained from a field survey of two secondary schools in Hong Kong. A total of 279 young people (age range: 10–12 years old; 53.8% males) were recruited to complete the survey. Smart-PLS 3 was used to test the research model with partial least squares structural equation modelling. Findings The findings provided empirical evidence that the perceived values of children regarding environmentalism play an essential role in developing pro-environmental attitudes and behavioural intentions, such as recycling intention and conservation intention. The results support the utility of TPB for its adoption of attitude and behavioural intention as key components of the model. The use of CVT showed that three dimensions of young people’s perceived values, namely, emotional value, functional value and relational value, predict a pro-environmental attitude, while attitude predicts recycling intention and conservation intention. Practical implications This study offers crucial insight for schools and the Education Bureau of the Hong Kong Special Administration Region government, who are focussed on spurring the perceived values, attitudes and behavioural intentions of young people towards environmentalism. This study shows that young people’s emotional values, functional values and relational values are important for transforming pro-environmental attitudes into behavioural intentions in young people. Originality/value This study measured the impact of young people’s perceived values on pro-environmental intentions. Few studies address how perceived values affect young people’s pro-environmental behaviour. This study integrates CVT and TPB to explore the source of young people’s pro-environmental intentions.
{"title":"Why do young people do things for the environment? The effect of perceived values on pro-environmental behaviour","authors":"P. Ng, C. T. Cheung","doi":"10.1108/yc-11-2021-1411","DOIUrl":"https://doi.org/10.1108/yc-11-2021-1411","url":null,"abstract":"\u0000Purpose\u0000This study aimed to develop an integrative model that comprehensively explores the antecedents of pro-environmental intentions in young people. The study follows customer value theory (CVT) and the theoretical framework of the theory of planned behaviour (TPB).\u0000\u0000\u0000Design/methodology/approach\u0000Data was obtained from a field survey of two secondary schools in Hong Kong. A total of 279 young people (age range: 10–12 years old; 53.8% males) were recruited to complete the survey. Smart-PLS 3 was used to test the research model with partial least squares structural equation modelling.\u0000\u0000\u0000Findings\u0000The findings provided empirical evidence that the perceived values of children regarding environmentalism play an essential role in developing pro-environmental attitudes and behavioural intentions, such as recycling intention and conservation intention. The results support the utility of TPB for its adoption of attitude and behavioural intention as key components of the model. The use of CVT showed that three dimensions of young people’s perceived values, namely, emotional value, functional value and relational value, predict a pro-environmental attitude, while attitude predicts recycling intention and conservation intention.\u0000\u0000\u0000Practical implications\u0000This study offers crucial insight for schools and the Education Bureau of the Hong Kong Special Administration Region government, who are focussed on spurring the perceived values, attitudes and behavioural intentions of young people towards environmentalism. This study shows that young people’s emotional values, functional values and relational values are important for transforming pro-environmental attitudes into behavioural intentions in young people.\u0000\u0000\u0000Originality/value\u0000This study measured the impact of young people’s perceived values on pro-environmental intentions. Few studies address how perceived values affect young people’s pro-environmental behaviour. This study integrates CVT and TPB to explore the source of young people’s pro-environmental intentions.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"22 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83494586","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose This study aims to focus on the possibility of promoting saving behaviors in children by activating a future time perspective (TP) in their thinking. Design/methodology/approach An experimental study of 8- to 11-year-old children (N = 212) was conducted in which future and present hedonistic TPs were induced. Findings The results suggest that inducing a future TP can modify children’s financial behavior, making them more inclined to save their money. However, the induction of a present hedonistic TP had no significant effect on children’s financial decisions. Originality/value This study improves current theoretical knowledge concerning the effectiveness of psychological interventions in fostering saving behaviors in children and answers the question posed of how the economically desirable behavior of saving may be enhanced in children. Thus, inducing a future TP in children by showing them the benefits of focusing on the future might constitute a useful means of strengthening children’s saving abilities.
{"title":"To spend or to save? The role of time perspective in the saving behavior of children","authors":"Agata Trzcińska, Katarzyna Sekścińska, D. Maison","doi":"10.1108/yc-11-2021-1421","DOIUrl":"https://doi.org/10.1108/yc-11-2021-1421","url":null,"abstract":"\u0000Purpose\u0000This study aims to focus on the possibility of promoting saving behaviors in children by activating a future time perspective (TP) in their thinking.\u0000\u0000\u0000Design/methodology/approach\u0000An experimental study of 8- to 11-year-old children (N = 212) was conducted in which future and present hedonistic TPs were induced.\u0000\u0000\u0000Findings\u0000The results suggest that inducing a future TP can modify children’s financial behavior, making them more inclined to save their money. However, the induction of a present hedonistic TP had no significant effect on children’s financial decisions.\u0000\u0000\u0000Originality/value\u0000This study improves current theoretical knowledge concerning the effectiveness of psychological interventions in fostering saving behaviors in children and answers the question posed of how the economically desirable behavior of saving may be enhanced in children. Thus, inducing a future TP in children by showing them the benefits of focusing on the future might constitute a useful means of strengthening children’s saving abilities.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"54 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"76640157","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Sajani Thapa, S. C. Pandey, Swati Panda, A. Paswan, Ashish Ghimire
Purpose Vaping has become a prominent public health problem that has impacted young adults. The purpose of this study is to empirically examine the effects of different intrinsic and extrinsic motivations on young adults’ realization of excessive vaping and their intention to quit vaping. Design/methodology/approach A survey was used to collect data from 232 young vapers (primarily Generation Z and Millennials) to test the hypothesized relationships using a covariance-based structural equation model. Findings The findings of this study suggest that “realization of excessive vaping” is negatively associated with “sensation seeking” and positively associated with “deal proneness,” “environmental cues” and “negative repercussion.” The “intention to quit vaping” is negatively associated with “marketing cues” and positively associated with “alternative to smoking” and “environmental cues.” Finally, the “realization of excessive vaping” is positively associated with “intention to quit vaping.” Originality/value This study takes a two-dimensional approach to understand the complex motivations behind a relatively new addictive behavior – vaping. It contributes to the literature of addictive behavior, social cognitive theory and theory of planned behavior. Further, it has important implications for public policy and the marketing of addictive products to youths.
{"title":"Vaping among youth: reasons, realization and intention to quit","authors":"Sajani Thapa, S. C. Pandey, Swati Panda, A. Paswan, Ashish Ghimire","doi":"10.1108/yc-12-2021-1429","DOIUrl":"https://doi.org/10.1108/yc-12-2021-1429","url":null,"abstract":"\u0000Purpose\u0000Vaping has become a prominent public health problem that has impacted young adults. The purpose of this study is to empirically examine the effects of different intrinsic and extrinsic motivations on young adults’ realization of excessive vaping and their intention to quit vaping.\u0000\u0000\u0000Design/methodology/approach\u0000A survey was used to collect data from 232 young vapers (primarily Generation Z and Millennials) to test the hypothesized relationships using a covariance-based structural equation model.\u0000\u0000\u0000Findings\u0000The findings of this study suggest that “realization of excessive vaping” is negatively associated with “sensation seeking” and positively associated with “deal proneness,” “environmental cues” and “negative repercussion.” The “intention to quit vaping” is negatively associated with “marketing cues” and positively associated with “alternative to smoking” and “environmental cues.” Finally, the “realization of excessive vaping” is positively associated with “intention to quit vaping.”\u0000\u0000\u0000Originality/value\u0000This study takes a two-dimensional approach to understand the complex motivations behind a relatively new addictive behavior – vaping. It contributes to the literature of addictive behavior, social cognitive theory and theory of planned behavior. Further, it has important implications for public policy and the marketing of addictive products to youths.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"7 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2022-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81603796","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：