Purpose The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product category attitudes can generate responses to brands in the category through the generalization process. Design/methodology/approach Two experiments exposed children and young adults to mobile games featuring food products in a between-subjects treatment versus control design to examine both affective responses and belief formation toward food brands within the category. Findings It was found that both children and young adults favored branded food items in the product category after playing with an unbranded mobile game assembling food products. Young adults also developed specific beliefs about nonrepresented brands in the category, which were found to be stronger under high involvement. Parents and public policymakers must be vigilant in controlling access to food-related games, even when they are not commercial in nature because of the attitudes and beliefs formed in unbranded games. Originality/value This research demonstrates that attitudes and beliefs around food brands can be formed through unbranded game play when children and young adults generalize attitudes. Because of the emphasis on “advergames,” no studies have examined the impact of unbranded games on children and young adults through the generalization process.
{"title":"Childrens and young adults’ generalized attitudes toward foods in unbranded mobile games","authors":"R. Priluck, Stephen F. Pirog, Joseph Z. Wisenblit","doi":"10.1108/yc-04-2022-1502","DOIUrl":"https://doi.org/10.1108/yc-04-2022-1502","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine how children and young adults form attitudes toward food products in unbranded gaming mobile applications and the degree to which product category attitudes can generate responses to brands in the category through the generalization process.\u0000\u0000\u0000Design/methodology/approach\u0000Two experiments exposed children and young adults to mobile games featuring food products in a between-subjects treatment versus control design to examine both affective responses and belief formation toward food brands within the category.\u0000\u0000\u0000Findings\u0000It was found that both children and young adults favored branded food items in the product category after playing with an unbranded mobile game assembling food products. Young adults also developed specific beliefs about nonrepresented brands in the category, which were found to be stronger under high involvement. Parents and public policymakers must be vigilant in controlling access to food-related games, even when they are not commercial in nature because of the attitudes and beliefs formed in unbranded games.\u0000\u0000\u0000Originality/value\u0000This research demonstrates that attitudes and beliefs around food brands can be formed through unbranded game play when children and young adults generalize attitudes. Because of the emphasis on “advergames,” no studies have examined the impact of unbranded games on children and young adults through the generalization process.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90366133","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 Adjustable children’s clothing is being acknowledged as the best solution worldwide to reduce the unnecessary squandering of money and accumulation of waste materials in landfills because provision for size adjustment helps to increase the lifespan of a garment. There are no studies on the preferences of both children and their parents for adjustable children's clothing, although they are equally involved as consumers in the children’ clothing market. Thus, this paper aims to explore the preferences of children and their parents about adjustable children’s clothing. Design/methodology/approach Five children’s wear fashion outlets in the Colombo District were studied to explore the types of children’s clothing that are available in the Sri Lankan market. A questionnaire survey was conducted with parents who have children between the ages of 8 and 12 years to determine their perceptions on the use of adjustable children’s clothing. Five children living in the Colombo District were also interviewed. Findings According to the questionnaire survey results, 53% of the respondents who have children in the age group 8–12 years were unaware of the existence of adjustable children's clothing, whereas 47% had at least some knowledge of them. Interviews with the five children showed that only two children were aware of garments with adjustment features. As it turned out though, four children were indeed wearing them but did not realize those were adjustable garments. It was found that if adjustable children's clothing were freely available in the Sri Lankan market, 79.5% of the respondents would prefer to buy them because they could appreciate the financial and environmental benefits that would result. Clothing made of standard, high quality, durable and comfortable materials were all in demand. In addition, parents expected adjustable children's clothing products to be available at affordable prices. Originality/value This study provides important knowledge that can fill the gap in the existing literature on adjustable children’s clothing. The findings will be beneficial for the children’s clothing product designers and developers, as well as academia.
{"title":"Adjustable children’s clothing: preferences of children and their parents in Sri Lanka","authors":"Niromi Seram, Dulshani Nimesha Maduwanthi","doi":"10.1108/yc-04-2022-1508","DOIUrl":"https://doi.org/10.1108/yc-04-2022-1508","url":null,"abstract":"\u0000Purpose\u0000Adjustable children’s clothing is being acknowledged as the best solution worldwide to reduce the unnecessary squandering of money and accumulation of waste materials in landfills because provision for size adjustment helps to increase the lifespan of a garment. There are no studies on the preferences of both children and their parents for adjustable children's clothing, although they are equally involved as consumers in the children’ clothing market. Thus, this paper aims to explore the preferences of children and their parents about adjustable children’s clothing.\u0000\u0000\u0000Design/methodology/approach\u0000Five children’s wear fashion outlets in the Colombo District were studied to explore the types of children’s clothing that are available in the Sri Lankan market. A questionnaire survey was conducted with parents who have children between the ages of 8 and 12 years to determine their perceptions on the use of adjustable children’s clothing. Five children living in the Colombo District were also interviewed.\u0000\u0000\u0000Findings\u0000According to the questionnaire survey results, 53% of the respondents who have children in the age group 8–12 years were unaware of the existence of adjustable children's clothing, whereas 47% had at least some knowledge of them. Interviews with the five children showed that only two children were aware of garments with adjustment features. As it turned out though, four children were indeed wearing them but did not realize those were adjustable garments. It was found that if adjustable children's clothing were freely available in the Sri Lankan market, 79.5% of the respondents would prefer to buy them because they could appreciate the financial and environmental benefits that would result. Clothing made of standard, high quality, durable and comfortable materials were all in demand. In addition, parents expected adjustable children's clothing products to be available at affordable prices.\u0000\u0000\u0000Originality/value\u0000This study provides important knowledge that can fill the gap in the existing literature on adjustable children’s clothing. The findings will be beneficial for the children’s clothing product designers and developers, as well as academia.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72420154","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 With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the relatively unknown attitudes and behaviour of the youth market in an emerging market, South Africa, towards branded mobile applications (apps). Previous studies on mobile marketing have focused on Generation X and Generation Y and generally with a quantitative focus. Design/methodology/approach This study is based on the theoretical framework of the unified theory of acceptance and use of technology model 2. The study used a qualitative framework with stratified focus groups, aged between 18 and 21 years old at a private tertiary institution in South Africa. Findings The findings indicate that these South African Gen Z participants mainly used WhatsApp, Instagram, Facebook, Uber and Snapchat. The participants had more positive than negative attitudes towards mobile apps. The findings also showed that privacy was a major concern for the participant’s attitudes and behaviour towards mobile apps. The findings supported the UTAUT2 model, but also discovered new themes. As a recommendation, the issue of privacy and its effect on mobile app adoption is a factor to be researched in the future. The research also provides recommendations for marketers and app developers. Research limitations/implications This study was of a qualitative nature, and thus, the sample size was smaller than that of a quantitative study. Future research could add to this study by increasing the sample size and adding a quantitative method such as surveys. Practical implications Marketers of mobile apps targeted towards the Gen Z market should aim to be convenient for their users, as well as be entertaining, functional, time-efficient while avoiding excessive in-app adverts, being honest upfront about their pricing strategy, incorporate an element of connectivity into the app and respect their privacy. This paper also provides practical recommendations for mobile app developers (targeted towards Gen Z users) including minimising notifications and updates within the app, developing a mobile app that requires less usage of data (due to the high expense of data in South Africa for the price-conscious Gen Z market) as well as less usage of memory space on the phone and incorporating universal symbols within the mobile app. Originality/value This study supported the UTAUT2 model effects of performance and effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit on the behavioural intention of users towards a new technology, i.e. GenZ students’ attitudes and behaviour towards branded mobile apps in South Africa. However, an additional condition was discovered in this study, i.e. privacy and its impact on the attitudes and behaviour of GenZ mobile app users. Therefore, this study extends the UTAUT2 model framework. Furthermore, this study uses a qual
{"title":"Exploring the attitudes and behaviour of Gen Z students towards branded mobile apps in an emerging market: UTAUT2 model extension","authors":"S. Axcell, D. Ellis","doi":"10.1108/yc-03-2022-1491","DOIUrl":"https://doi.org/10.1108/yc-03-2022-1491","url":null,"abstract":"\u0000Purpose\u0000With the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the relatively unknown attitudes and behaviour of the youth market in an emerging market, South Africa, towards branded mobile applications (apps). Previous studies on mobile marketing have focused on Generation X and Generation Y and generally with a quantitative focus.\u0000\u0000\u0000Design/methodology/approach\u0000This study is based on the theoretical framework of the unified theory of acceptance and use of technology model 2. The study used a qualitative framework with stratified focus groups, aged between 18 and 21 years old at a private tertiary institution in South Africa.\u0000\u0000\u0000Findings\u0000The findings indicate that these South African Gen Z participants mainly used WhatsApp, Instagram, Facebook, Uber and Snapchat. The participants had more positive than negative attitudes towards mobile apps. The findings also showed that privacy was a major concern for the participant’s attitudes and behaviour towards mobile apps. The findings supported the UTAUT2 model, but also discovered new themes. As a recommendation, the issue of privacy and its effect on mobile app adoption is a factor to be researched in the future. The research also provides recommendations for marketers and app developers.\u0000\u0000\u0000Research limitations/implications\u0000This study was of a qualitative nature, and thus, the sample size was smaller than that of a quantitative study. Future research could add to this study by increasing the sample size and adding a quantitative method such as surveys.\u0000\u0000\u0000Practical implications\u0000Marketers of mobile apps targeted towards the Gen Z market should aim to be convenient for their users, as well as be entertaining, functional, time-efficient while avoiding excessive in-app adverts, being honest upfront about their pricing strategy, incorporate an element of connectivity into the app and respect their privacy. This paper also provides practical recommendations for mobile app developers (targeted towards Gen Z users) including minimising notifications and updates within the app, developing a mobile app that requires less usage of data (due to the high expense of data in South Africa for the price-conscious Gen Z market) as well as less usage of memory space on the phone and incorporating universal symbols within the mobile app.\u0000\u0000\u0000Originality/value\u0000This study supported the UTAUT2 model effects of performance and effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit on the behavioural intention of users towards a new technology, i.e. GenZ students’ attitudes and behaviour towards branded mobile apps in South Africa. However, an additional condition was discovered in this study, i.e. privacy and its impact on the attitudes and behaviour of GenZ mobile app users. Therefore, this study extends the UTAUT2 model framework. Furthermore, this study uses a qual","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2023-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83159711","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}
Subrahmanyam Annamdevula, S. Nudurupati, R. P. Pappu, Ranendra Sinha
Purpose This study aims to extend the theory of planned behaviour (TPB) model to explain youth’s recycling behavioural intentions in India. Perceived moral obligation (PMO) to perform such pro-environmental activities is incorporated in the TPB model. The study also aims to validate the extended version of TPB models with direct and indirect relationships and identify the best competing model among original TPB, extended TPB model “Model A” (moral obligation is an explanatory variable to recycling behaviour) and extended TPB model “Model B” (moral obligation as an explanatory variable to attitude, perceived behavioural control [PBC] and recycling behavioural intentions; and responsive variable to subjective norms) to predict Indian youth’s waste recycling behaviour. Design/methodology/approach The descriptive study adopted a hypo-deductive research design to test the proposed extended TPB models. The study used a survey research design with a structured questionnaire. A sample of 782 youth with a mean age of 18 was obtained to perform the correlational analysis. The scale validity and reliability are measured using structural equation modelling and identified the robust model with higher explanatory power using the Chi-square difference (Δχ2) statistic test. Findings Results show that the extended TPB model “Model B” has a better fit and explanatory power than competing models to predict the waste recycling behaviour of youth. Further findings substantiate that PMO has a higher indirect effect on recycling intention. Model B supports the utility of moral obligation and its association with youth’s higher waste recycling intention and actual recycling behaviour. Research limitations/implications The study considers solid waste recycling in general, and therefore future research should test the proposed model specific to other household wastes like water recycling. Furthermore, future studies can experiment with the model with additional variables like perceived relative benefits, social benefits, self-efficacy and education level of the respondents. In a strict sense, the research concern the respondents and the generalisation to a broader population should be made with caution. Hence, further studies in various geographical areas with larger sample sizes would allow the generalizability of the results. Practical implications This research provides insights into PMO and its influence on recycling intention. Promoting waste recycling behaviour through campaigns, social pressure and accepting the phenomena of “significant others” will encourage better waste recycling behavioural purposes. Indian households who are highly concerned and obliged towards environmental protection would develop favourable attitudes and subjective norms towards waste recycling. Social implications The study proved the effect of subjective norms on intentions. This contention explains that recycling mostly happens within the house and is mostly not witnessed by s
{"title":"Moral obligation for recycling among youth: extended models of the theory of planned behaviour","authors":"Subrahmanyam Annamdevula, S. Nudurupati, R. P. Pappu, Ranendra Sinha","doi":"10.1108/yc-05-2022-1520","DOIUrl":"https://doi.org/10.1108/yc-05-2022-1520","url":null,"abstract":"\u0000Purpose\u0000This study aims to extend the theory of planned behaviour (TPB) model to explain youth’s recycling behavioural intentions in India. Perceived moral obligation (PMO) to perform such pro-environmental activities is incorporated in the TPB model. The study also aims to validate the extended version of TPB models with direct and indirect relationships and identify the best competing model among original TPB, extended TPB model “Model A” (moral obligation is an explanatory variable to recycling behaviour) and extended TPB model “Model B” (moral obligation as an explanatory variable to attitude, perceived behavioural control [PBC] and recycling behavioural intentions; and responsive variable to subjective norms) to predict Indian youth’s waste recycling behaviour.\u0000\u0000\u0000Design/methodology/approach\u0000The descriptive study adopted a hypo-deductive research design to test the proposed extended TPB models. The study used a survey research design with a structured questionnaire. A sample of 782 youth with a mean age of 18 was obtained to perform the correlational analysis. The scale validity and reliability are measured using structural equation modelling and identified the robust model with higher explanatory power using the Chi-square difference (Δχ2) statistic test.\u0000\u0000\u0000Findings\u0000Results show that the extended TPB model “Model B” has a better fit and explanatory power than competing models to predict the waste recycling behaviour of youth. Further findings substantiate that PMO has a higher indirect effect on recycling intention. Model B supports the utility of moral obligation and its association with youth’s higher waste recycling intention and actual recycling behaviour.\u0000\u0000\u0000Research limitations/implications\u0000The study considers solid waste recycling in general, and therefore future research should test the proposed model specific to other household wastes like water recycling. Furthermore, future studies can experiment with the model with additional variables like perceived relative benefits, social benefits, self-efficacy and education level of the respondents. In a strict sense, the research concern the respondents and the generalisation to a broader population should be made with caution. Hence, further studies in various geographical areas with larger sample sizes would allow the generalizability of the results.\u0000\u0000\u0000Practical implications\u0000This research provides insights into PMO and its influence on recycling intention. Promoting waste recycling behaviour through campaigns, social pressure and accepting the phenomena of “significant others” will encourage better waste recycling behavioural purposes. Indian households who are highly concerned and obliged towards environmental protection would develop favourable attitudes and subjective norms towards waste recycling.\u0000\u0000\u0000Social implications\u0000The study proved the effect of subjective norms on intentions. This contention explains that recycling mostly happens within the house and is mostly not witnessed by s","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83900857","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 While there is a large body of research looking at consumers’ perception of debt, much of this previous research focuses on older generations. Less is known about the perceptions and attitudes toward debt of younger consumers, specifically those from Generation Z who are from rural areas in the USA. The purpose of this paper is to identify young rural consumers’ perceptions and attitudes toward debt. Design/methodology/approach This quantitative research used surveys. A well-established scale for measuring consumer attitudes toward debt has been adopted and applied. Because of the sensitive and personal nature of debt, anonymous, self-reporting questionnaires were used to allow respondents to respond freely and minimize potential bias that could be caused by socially desirable responses. The young respondents who participated in the research were invited verbally or via email by the investigators to complete the survey online via QuestionPro. Findings This study found the majority of consumers from Generation Z reported that using credit is basically wrong. Also, these young consumers claimed that being in debt is never a good thing. Additionally, the authors found gender differences. Young male consumers were more likely to claim that they had their debt under control, and young female consumers were more likely to claim that financial debt had influenced their life. Originality/value These Generation Z perceptions provide constructive data for use in evaluating and amending marketers’ strategies to better connect with the young customers. Companies may want to stress how their products are risk adverse, provide a sort of financial security and will not leave the customer in debt. This is especially important following the COVID-19 pandemic as local businesses in a college community are trying to attract students back to their establishments.
{"title":"Generation Z’s perceptions and attitudes toward debt: a case study of young consumers in rural Michigan, USA","authors":"Scot Squires, H. Ho","doi":"10.1108/yc-07-2022-1567","DOIUrl":"https://doi.org/10.1108/yc-07-2022-1567","url":null,"abstract":"\u0000Purpose\u0000While there is a large body of research looking at consumers’ perception of debt, much of this previous research focuses on older generations. Less is known about the perceptions and attitudes toward debt of younger consumers, specifically those from Generation Z who are from rural areas in the USA. The purpose of this paper is to identify young rural consumers’ perceptions and attitudes toward debt.\u0000\u0000\u0000Design/methodology/approach\u0000This quantitative research used surveys. A well-established scale for measuring consumer attitudes toward debt has been adopted and applied. Because of the sensitive and personal nature of debt, anonymous, self-reporting questionnaires were used to allow respondents to respond freely and minimize potential bias that could be caused by socially desirable responses. The young respondents who participated in the research were invited verbally or via email by the investigators to complete the survey online via QuestionPro.\u0000\u0000\u0000Findings\u0000This study found the majority of consumers from Generation Z reported that using credit is basically wrong. Also, these young consumers claimed that being in debt is never a good thing. Additionally, the authors found gender differences. Young male consumers were more likely to claim that they had their debt under control, and young female consumers were more likely to claim that financial debt had influenced their life.\u0000\u0000\u0000Originality/value\u0000These Generation Z perceptions provide constructive data for use in evaluating and amending marketers’ strategies to better connect with the young customers. Companies may want to stress how their products are risk adverse, provide a sort of financial security and will not leave the customer in debt. This is especially important following the COVID-19 pandemic as local businesses in a college community are trying to attract students back to their establishments.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-12-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85506872","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 study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned action (TRA), identity theory, social identity theory, affect–behavior–cognition (ABC) model of attitude and brand attractiveness. Design/methodology/approach A purposive sampling approach was used to collect data from 237 young luxury fashion consumers in Hong Kong. Results were analyzed using partial least square. Findings The findings revealed that self-identity predicts affect-based attitudes (i.e. passive engagement and active engagement), and social identity predicts cognition-based attitude (i.e. attitude toward celebrity endorsement). Moreover, both affect- and cognition-based attitudes were found to be antecedents that enhanced brand attractiveness, which in turn positively affected purchase intention. Research limitations/implications This study collected data from Generation Z. Although this generation is the world’s most influential consumer group and is highly engaged in social media, the findings may not be representative of the entire population in Hong Kong. Therefore, the findings should be used cautiously in the whole luxury fashion industry. Originality/value This study extends the understanding of luxury fashion purchase intention from TRA to the connection among identity, social identity theories and ABC model of attitude and brand attractiveness. The findings of this study also contribute to practical insights on developing suitable marketing strategies for the Asian luxury fashion market.
{"title":"Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories","authors":"M. Lau, P. Ng, Elaine Ah Heung Chan, C. T. Cheung","doi":"10.1108/yc-07-2022-1557","DOIUrl":"https://doi.org/10.1108/yc-07-2022-1557","url":null,"abstract":"\u0000Purpose\u0000This study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned action (TRA), identity theory, social identity theory, affect–behavior–cognition (ABC) model of attitude and brand attractiveness.\u0000\u0000\u0000Design/methodology/approach\u0000A purposive sampling approach was used to collect data from 237 young luxury fashion consumers in Hong Kong. Results were analyzed using partial least square.\u0000\u0000\u0000Findings\u0000The findings revealed that self-identity predicts affect-based attitudes (i.e. passive engagement and active engagement), and social identity predicts cognition-based attitude (i.e. attitude toward celebrity endorsement). Moreover, both affect- and cognition-based attitudes were found to be antecedents that enhanced brand attractiveness, which in turn positively affected purchase intention.\u0000\u0000\u0000Research limitations/implications\u0000This study collected data from Generation Z. Although this generation is the world’s most influential consumer group and is highly engaged in social media, the findings may not be representative of the entire population in Hong Kong. Therefore, the findings should be used cautiously in the whole luxury fashion industry.\u0000\u0000\u0000Originality/value\u0000This study extends the understanding of luxury fashion purchase intention from TRA to the connection among identity, social identity theories and ABC model of attitude and brand attractiveness. The findings of this study also contribute to practical insights on developing suitable marketing strategies for the Asian luxury fashion market.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90596660","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}
Femke Loose, L. Hudders, Steffi De Jans, I. Vanwesenbeeck
Purpose This study aims to examine young children’s (ages 4 to 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and influencer marketing. Furthermore, this study explores how parental perceptions and practices and children’s social abilities influence the development of their advertising literacy. Design/methodology/approach Semi-structured in-depth interviews were conducted with parents (N = 35) and their child(ren) (ages 4 to 7, N = 40). Findings Results revealed preschool children have advertising literacy skills for TV commercials and YouTube pre-roll ads, but not for influencer marketing. These skills are limited to advertising recognition based on perceptual cues and a simple understanding of selling intent. Children’s advertising skills evolved according to age but did not relate to social development. Furthermore, advertising literacy was related to parental media mediation: the more restrictive parents were regarding media use, the less advertising literacy their children appeared to have. No moral reflections regarding advertising were found among the preschool children. Originality/value This study fills significant gaps in the literature on young children and advertising. It conducts a qualitative investigation into young children’s knowledge of digital advertising formats (pre-roll ads and influencer marketing) and how they differ from traditional advertising (TV commercials). Furthermore, it takes both parental influences and social developmental variables into account.
{"title":"A qualitative approach to unravel young children’s advertising literacy for YouTube advertising: in-depth interviews with children and their parents","authors":"Femke Loose, L. Hudders, Steffi De Jans, I. Vanwesenbeeck","doi":"10.1108/yc-04-2022-1507","DOIUrl":"https://doi.org/10.1108/yc-04-2022-1507","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine young children’s (ages 4 to 7) knowledge and skills (i.e. their advertising literacy) for television (TV) commercials, YouTube pre-roll ads and influencer marketing. Furthermore, this study explores how parental perceptions and practices and children’s social abilities influence the development of their advertising literacy.\u0000\u0000\u0000Design/methodology/approach\u0000Semi-structured in-depth interviews were conducted with parents (N = 35) and their child(ren) (ages 4 to 7, N = 40).\u0000\u0000\u0000Findings\u0000Results revealed preschool children have advertising literacy skills for TV commercials and YouTube pre-roll ads, but not for influencer marketing. These skills are limited to advertising recognition based on perceptual cues and a simple understanding of selling intent. Children’s advertising skills evolved according to age but did not relate to social development. Furthermore, advertising literacy was related to parental media mediation: the more restrictive parents were regarding media use, the less advertising literacy their children appeared to have. No moral reflections regarding advertising were found among the preschool children.\u0000\u0000\u0000Originality/value\u0000This study fills significant gaps in the literature on young children and advertising. It conducts a qualitative investigation into young children’s knowledge of digital advertising formats (pre-roll ads and influencer marketing) and how they differ from traditional advertising (TV commercials). Furthermore, it takes both parental influences and social developmental variables into account.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77549419","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 study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental consciousness and social media usage) as the external factors on their behavioral intention toward using clothing subscription rental services. Design/methodology/approach Quantitative research was conducted, and empirical data were collected from 255 Chinese college students. Structural equation modeling was conducted to test the proposed hypotheses. Findings The study offered convincing evidence that fashion leadership, price consciousness and social media usage are the three main drivers of Chinese young consumers’ favorable attitudes toward clothing subscription rental services, which together with social norms further lead to their intention to use clothing subscription rental services. Contrary to expectations, the study showed that consumers’ quality consciousness and environmental consciousness have no significant impact on consumer attitudes toward clothing subscription rental services. Moreover, the findings of the study demonstrated the impact of attitude and subjective norms on Chinese young consumers’ intention to use clothing subscription rental services. Originality/value This study contributes to the literature by integrating additional factors (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, social media usage) into the traditional theory of reasoned action model to investigate how Chinese young consumers’ characteristics impact their attitudes and how their attitudes and subjective norms impact their intention toward using clothing subscription rental services.
{"title":"Investigating the determinants of using clothing subscription rental services: a perspective from Chinese young consumers","authors":"Mon Thu A Myin, Jin Su, H. Wu, Hai-na Shen","doi":"10.1108/yc-06-2022-1547","DOIUrl":"https://doi.org/10.1108/yc-06-2022-1547","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to investigate the impacts of Chinese young consumers’ traits (fashion leadership, quality consciousness, price consciousness, environmental consciousness and social media usage) as the external factors on their behavioral intention toward using clothing subscription rental services.\u0000\u0000\u0000Design/methodology/approach\u0000Quantitative research was conducted, and empirical data were collected from 255 Chinese college students. Structural equation modeling was conducted to test the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The study offered convincing evidence that fashion leadership, price consciousness and social media usage are the three main drivers of Chinese young consumers’ favorable attitudes toward clothing subscription rental services, which together with social norms further lead to their intention to use clothing subscription rental services. Contrary to expectations, the study showed that consumers’ quality consciousness and environmental consciousness have no significant impact on consumer attitudes toward clothing subscription rental services. Moreover, the findings of the study demonstrated the impact of attitude and subjective norms on Chinese young consumers’ intention to use clothing subscription rental services.\u0000\u0000\u0000Originality/value\u0000This study contributes to the literature by integrating additional factors (fashion leadership, quality consciousness, price consciousness, consumer environmental knowledge, social media usage) into the traditional theory of reasoned action model to investigate how Chinese young consumers’ characteristics impact their attitudes and how their attitudes and subjective norms impact their intention toward using clothing subscription rental services.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90645681","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}
Aadel A. Darrat, Mahmoud A. Darrat, Mohamad A. Darrat
Purpose The purpose of this research is to shed light on the chain of psychological and behavioral effects that precipitates from a materialistic state of mind. Specifically, this study examines the psychological impact of materialism on younger consumers and in turn, their compulsive buying (CB) habits. This study also proposes possible interventions that may enhance consumer resistance to materialism and buying impulses and, ultimately, protect consumers’ mental and financial well-being. Design/methodology/approach An online survey was assembled in Qualtrics using reputable scales from extant marketing and psychology literature. The survey was completed by 193 young adults. Structural equation modeling was used to evaluate the proposed model of psychological drivers of CB. Findings The results suggest that young, materialistic consumers are at high risk of developing depression. Moreover, obsessive-compulsive (OC) tendencies and impaired self-esteem (SE) resulting from this depression may facilitate and fuel CB addiction. Despite no evidence for a direct link between depression and CB, the results indicate that this particular relationship is fully mediated by OC behavior and low SE. Social implications The discussion provides a detailed list of various behavioral modifications to help reduce consumer susceptibility to materialistic values and CB addiction. Originality/value This study contributes to consumer research by proposing an alternative conceptualization of the traditionally direct relationship assumed between materialism and CB in the literature. The facilitating roles of depression and its psychological byproducts (i.e. impaired SE and OC disorder) are examined as precursors of CB. Implications and suggestions for consumers battling CB addiction are provided.
{"title":"Does wanting more lead to losing control? Examining the psychological drivers of compulsive buying","authors":"Aadel A. Darrat, Mahmoud A. Darrat, Mohamad A. Darrat","doi":"10.1108/yc-01-2022-1453","DOIUrl":"https://doi.org/10.1108/yc-01-2022-1453","url":null,"abstract":"\u0000Purpose\u0000The purpose of this research is to shed light on the chain of psychological and behavioral effects that precipitates from a materialistic state of mind. Specifically, this study examines the psychological impact of materialism on younger consumers and in turn, their compulsive buying (CB) habits. This study also proposes possible interventions that may enhance consumer resistance to materialism and buying impulses and, ultimately, protect consumers’ mental and financial well-being.\u0000\u0000\u0000Design/methodology/approach\u0000An online survey was assembled in Qualtrics using reputable scales from extant marketing and psychology literature. The survey was completed by 193 young adults. Structural equation modeling was used to evaluate the proposed model of psychological drivers of CB.\u0000\u0000\u0000Findings\u0000The results suggest that young, materialistic consumers are at high risk of developing depression. Moreover, obsessive-compulsive (OC) tendencies and impaired self-esteem (SE) resulting from this depression may facilitate and fuel CB addiction. Despite no evidence for a direct link between depression and CB, the results indicate that this particular relationship is fully mediated by OC behavior and low SE.\u0000\u0000\u0000Social implications\u0000The discussion provides a detailed list of various behavioral modifications to help reduce consumer susceptibility to materialistic values and CB addiction.\u0000\u0000\u0000Originality/value\u0000This study contributes to consumer research by proposing an alternative conceptualization of the traditionally direct relationship assumed between materialism and CB in the literature. The facilitating roles of depression and its psychological byproducts (i.e. impaired SE and OC disorder) are examined as precursors of CB. Implications and suggestions for consumers battling CB addiction are provided.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80206016","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}
Rungsaran Wongprawmas, Vilma Xhakollari, R. Spadoni, B. Renner, M. Canavari
Purpose This paper aims to examine the effect of a food-inspired multimedia intervention on children’s fruits and vegetables (F&V) consumption in a real-life setting during lunch. Design Children in an elementary school in Bologna (Italy) in third, fourth and fifth grade, aged between 9 and 12 years old, were examined (N = 171). Two different types of messages (generic and specific) were used to test message-tailoring in two separate intervention groups and one control group. The two intervention groups (classes) were presented with multimedia messages during an English lesson before lunchtime, and their eating behavior during lunch at school was observed. All children were served the first and second course, vegetables and fruit during lunchtime. Data was analyzed with R 3.4.2. Mann–Whitney U, Kruskal–Wallis and ANOVA tests were used to test for group differences, ordered logistic regression for modelling fruit and vegetable consumption. Findings The results show that children receiving a specific message targeting F&V consumed more fruit than the other two study groups. No effect on vegetable consumption was observed. Results from an ordered logit model support the notion that the multimedia message impacted fruit intake in the specific message group when taking other variables into account, such as F&V consumption and availability at home and children’s attitude toward F&V. Originality While many studies have considered a group of intervention for understanding the effect of multimedia, this study is focused only on the effect of a message (generic or specific). Moreover, participants, children, were not informed that they were participating in a study on fruit and vegetables consumption, and thus were following their daily routine.
本文旨在研究食物启发的多媒体干预对现实生活中儿童午餐期间水果和蔬菜(F&V)消费的影响。设计对意大利博洛尼亚一所小学3年级、4年级和5年级9 - 12岁的儿童进行了调查(N = 171)。在两个独立的干预组和一个对照组中，使用两种不同类型的消息(通用和特定)来测试消息剪裁。两个干预组(班)在午餐前的英语课上播放多媒体信息，并观察他们在学校午餐时的饮食行为。所有的孩子在午餐时间都吃了第一道菜和第二道菜，蔬菜和水果。数据采用R 3.4.2进行分析。Mann-Whitney U, Kruskal-Wallis和ANOVA检验用于检验组间差异，有序逻辑回归用于模拟水果和蔬菜消费。研究结果表明，与其他两个研究小组相比，接收到针对F&V的特定信息的儿童消耗了更多的水果。没有观察到蔬菜摄入量的影响。一个有序logit模型的结果支持这样一种观点，即当考虑到其他变量时，多媒体信息会影响特定信息组的水果摄入量，比如家里的食品消费和可获得性，以及儿童对食品的态度。虽然许多研究都考虑了一组干预措施来理解多媒体的影响，但本研究只关注信息的影响(一般或特定)。此外，参与者，儿童，没有被告知他们正在参加一项关于水果和蔬菜消费的研究，因此遵循他们的日常生活。
{"title":"Effect of multimedia interventions on children’s fruit and vegetable consumption in a real-life setting","authors":"Rungsaran Wongprawmas, Vilma Xhakollari, R. Spadoni, B. Renner, M. Canavari","doi":"10.1108/yc-05-2022-1519","DOIUrl":"https://doi.org/10.1108/yc-05-2022-1519","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine the effect of a food-inspired multimedia intervention on children’s fruits and vegetables (F&V) consumption in a real-life setting during lunch.\u0000\u0000\u0000Design\u0000Children in an elementary school in Bologna (Italy) in third, fourth and fifth grade, aged between 9 and 12 years old, were examined (N = 171). Two different types of messages (generic and specific) were used to test message-tailoring in two separate intervention groups and one control group. The two intervention groups (classes) were presented with multimedia messages during an English lesson before lunchtime, and their eating behavior during lunch at school was observed. All children were served the first and second course, vegetables and fruit during lunchtime. Data was analyzed with R 3.4.2. Mann–Whitney U, Kruskal–Wallis and ANOVA tests were used to test for group differences, ordered logistic regression for modelling fruit and vegetable consumption.\u0000\u0000\u0000Findings\u0000The results show that children receiving a specific message targeting F&V consumed more fruit than the other two study groups. No effect on vegetable consumption was observed. Results from an ordered logit model support the notion that the multimedia message impacted fruit intake in the specific message group when taking other variables into account, such as F&V consumption and availability at home and children’s attitude toward F&V.\u0000\u0000\u0000Originality\u0000While many studies have considered a group of intervention for understanding the effect of multimedia, this study is focused only on the effect of a message (generic or specific). Moreover, participants, children, were not informed that they were participating in a study on fruit and vegetables consumption, and thus were following their daily routine.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":null,"pages":null},"PeriodicalIF":3.0,"publicationDate":"2022-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84580368","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}
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