Purpose This study aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as preferred clothing categories to rent from. This “new” kind of shopping has not yet found great success among young German adults, although there is a substantial margin of growth for this generation. Design/methodology/approach This qualitative study was conducted through 24 in-depth semi-structured interviews with young female and male German consumers out of Gen Y and Z. The analysis of the data was supported by the software NVivo. Findings Results indicate that young German consumers value renting clothes for occasions, to frequently change up their wardrobe, out of sustainability aspects and because of efficiency and convenience reasons. However, an entry barrier to the use of rental platforms still persists through a lack of awareness and information, as well as price and high demand issues. Research limitations/implications As the interview’s focus group was set to young German consumers, a generalization of the findings to consumers from other countries or out of other generations might be limited. Practical implications Managers first need to lower the currently existing entry barrier that prevents many consumers from renting fashion online by raising their awareness and providing them with sufficient information about the platform’s processes as well as their terms and conditions. Originality/value This research intends to better understand young German consumers’ attitude toward rental fashion platforms and why renting fashion has not yet achieved more success among them.The results first give managers helpful insights for implementing successful marketing strategies by focusing on spreading awareness among young German adults to stem current entry barriers. Second, these results serve as a basis for future quantitative research that deepens the understanding of the correlation of current findings with other variables (e.g. age, the importance of material possessions in consumers’ lives).
{"title":"Young German consumers’ perspectives of rental fashion platforms","authors":"Catrin Westerberg, Luís F. Martinez","doi":"10.1108/yc-06-2022-1543","DOIUrl":"https://doi.org/10.1108/yc-06-2022-1543","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as preferred clothing categories to rent from. This “new” kind of shopping has not yet found great success among young German adults, although there is a substantial margin of growth for this generation.\u0000\u0000\u0000Design/methodology/approach\u0000This qualitative study was conducted through 24 in-depth semi-structured interviews with young female and male German consumers out of Gen Y and Z. The analysis of the data was supported by the software NVivo.\u0000\u0000\u0000Findings\u0000Results indicate that young German consumers value renting clothes for occasions, to frequently change up their wardrobe, out of sustainability aspects and because of efficiency and convenience reasons. However, an entry barrier to the use of rental platforms still persists through a lack of awareness and information, as well as price and high demand issues.\u0000\u0000\u0000Research limitations/implications\u0000As the interview’s focus group was set to young German consumers, a generalization of the findings to consumers from other countries or out of other generations might be limited.\u0000\u0000\u0000Practical implications\u0000Managers first need to lower the currently existing entry barrier that prevents many consumers from renting fashion online by raising their awareness and providing them with sufficient information about the platform’s processes as well as their terms and conditions.\u0000\u0000\u0000Originality/value\u0000This research intends to better understand young German consumers’ attitude toward rental fashion platforms and why renting fashion has not yet achieved more success among them.The results first give managers helpful insights for implementing successful marketing strategies by focusing on spreading awareness among young German adults to stem current entry barriers. Second, these results serve as a basis for future quantitative research that deepens the understanding of the correlation of current findings with other variables (e.g. age, the importance of material possessions in consumers’ lives).\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"46 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-03-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"84724950","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}
María Teresa Macarrón Máñez, Antonia Moreno Cano, Fernando Díez
Purpose The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021. Design/methodology/approach A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society. Findings Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms. Research limitations/implications The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z. Originality/value This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.
{"title":"Impact of fake news on social networks during COVID-19 pandemic in Spain","authors":"María Teresa Macarrón Máñez, Antonia Moreno Cano, Fernando Díez","doi":"10.1108/yc-04-2022-1514","DOIUrl":"https://doi.org/10.1108/yc-04-2022-1514","url":null,"abstract":"\u0000Purpose\u0000The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021.\u0000\u0000\u0000Design/methodology/approach\u0000A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society.\u0000\u0000\u0000Findings\u0000Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms.\u0000\u0000\u0000Research limitations/implications\u0000The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z.\u0000\u0000\u0000Originality/value\u0000This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"43 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89793968","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 Green consumption behaviour (GCB) has been advocated to mitigate the environmental consequences of traditional consumption patterns. Besides the current circumstances, Generation Z college students are a sizable consumer group who are likely to be concerned about the future. Thus, this study aims to examine the factors affecting the college students’ GCB and the moderating effect of government support to provide new evidence from college students in China. Design/methodology/approach In addition to environmental knowledge and social media influence as the variables, government support was used as a moderator to develop the extended theory of planned behaviour (TPB) model. Purposive sampling was used to obtain 328 valid responses from Chinese college students. The collected data were analysed using partial least squares structural equation modelling. Findings The findings indicated that subjective norms, perceived behavioural control, environmental knowledge and social media influence substantially affect students’ GCB. Notably, the moderation analysis suggested that government support greatly strengthens the relationship between subjective norms and social media influence on the GCB of Chinese college students. Practical implications The study provides several significant practical implications as the findings could be referred by stakeholders, such as government and businesses entities, in formulating policies and strategies to encourage the consumers’ GCB in mitigating ecological consequences. Originality/value The extended TPB model that integrated environmental knowledge and social media influence with the government support as the moderator contributes to the extant literature with the evidence derived from Generation Z in China.
{"title":"Green consumption behaviour among Generation Z college students in China: the moderating role of government support","authors":"Pick-Soon Ling, Chee-Hua Chin, Jia Yi, W. Wong","doi":"10.1108/yc-01-2022-1443","DOIUrl":"https://doi.org/10.1108/yc-01-2022-1443","url":null,"abstract":"\u0000Purpose\u0000Green consumption behaviour (GCB) has been advocated to mitigate the environmental consequences of traditional consumption patterns. Besides the current circumstances, Generation Z college students are a sizable consumer group who are likely to be concerned about the future. Thus, this study aims to examine the factors affecting the college students’ GCB and the moderating effect of government support to provide new evidence from college students in China.\u0000\u0000\u0000Design/methodology/approach\u0000In addition to environmental knowledge and social media influence as the variables, government support was used as a moderator to develop the extended theory of planned behaviour (TPB) model. Purposive sampling was used to obtain 328 valid responses from Chinese college students. The collected data were analysed using partial least squares structural equation modelling.\u0000\u0000\u0000Findings\u0000The findings indicated that subjective norms, perceived behavioural control, environmental knowledge and social media influence substantially affect students’ GCB. Notably, the moderation analysis suggested that government support greatly strengthens the relationship between subjective norms and social media influence on the GCB of Chinese college students.\u0000\u0000\u0000Practical implications\u0000The study provides several significant practical implications as the findings could be referred by stakeholders, such as government and businesses entities, in formulating policies and strategies to encourage the consumers’ GCB in mitigating ecological consequences.\u0000\u0000\u0000Originality/value\u0000The extended TPB model that integrated environmental knowledge and social media influence with the government support as the moderator contributes to the extant literature with the evidence derived from Generation Z in China.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"76 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-03-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86688510","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 relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits) during the COVID-19 pandemic. Design/methodology/approach Drawing on social cognitive theory (SCT), an econometrical behavioral model was developed to explore the key determinants of online purchase behavior of 303 students in Greece. The research data were collected with a two-wave online survey (pre- and during the pandemic) which was distributed randomly to students in Generation Z. Findings A series of regression analyses revealed a positive effect of openness and a negative impact of extraversion and neuroticism on internet, Instagram and Facebook purchases during the pandemic. Findings suggest that loneliness serves as a moderator, while resilience and vulnerability have a positive effect on social media purchase behavior. Practical implications This study provides insights and implications for social commerce marketers and sheds light on the determinants of online purchase intentions of young consumers during the COVID-19 pandemic. Originality/value Elaborating on SCT, this study provides novel insights into young consumers’ internet use and online purchase behavior during the COVID-19 pandemic (i.e. longitudinal approach), by focusing on consumer vulnerability and resilience while also embedding personality traits and mental health aspects (i.e. loneliness levels during the pandemic).
{"title":"Resilience, vulnerability and personality effects on social commerce intentions: the COVID-19 era","authors":"Evangelos Mourelatos, Emmanouela E. Manganari","doi":"10.1108/yc-04-2022-1515","DOIUrl":"https://doi.org/10.1108/yc-04-2022-1515","url":null,"abstract":"\u0000Purpose\u0000This study aims to explore the relationship between social commerce purchase intention and consumer psychological factors (i.e. resilience, vulnerability and personality traits) during the COVID-19 pandemic.\u0000\u0000\u0000Design/methodology/approach\u0000Drawing on social cognitive theory (SCT), an econometrical behavioral model was developed to explore the key determinants of online purchase behavior of 303 students in Greece. The research data were collected with a two-wave online survey (pre- and during the pandemic) which was distributed randomly to students in Generation Z.\u0000\u0000\u0000Findings\u0000A series of regression analyses revealed a positive effect of openness and a negative impact of extraversion and neuroticism on internet, Instagram and Facebook purchases during the pandemic. Findings suggest that loneliness serves as a moderator, while resilience and vulnerability have a positive effect on social media purchase behavior.\u0000\u0000\u0000Practical implications\u0000This study provides insights and implications for social commerce marketers and sheds light on the determinants of online purchase intentions of young consumers during the COVID-19 pandemic.\u0000\u0000\u0000Originality/value\u0000Elaborating on SCT, this study provides novel insights into young consumers’ internet use and online purchase behavior during the COVID-19 pandemic (i.e. longitudinal approach), by focusing on consumer vulnerability and resilience while also embedding personality traits and mental health aspects (i.e. loneliness levels during the pandemic).\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"24 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"90702257","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 Previous research has shown that children’s ability to understand mental states is related to their consumer development, yet it is unknown how parents can aid in this process. One possible way that parents may help is using mental state communication (i.e. communication that focuses on beliefs/intention to explain behavior by others). This study aims to examine whether this kind of communication is linked to children’s purchase requests through two potential mediators – active mediation and child socio-cognitive skills (i.e. Theory of Mind). Design/methodology/approach This study used a survey of 420 American mothers with children between the ages of 3 and 7. Respondents were given 12 scenarios describing typical parent–child interactions focused on discussing mental states and were asked how they would respond. Then, respondents were asked about demographic information, parenting style, mediation style, child socio-cognitive skills and child purchase requests. Findings Results showed both a direct and indirect negative association between parents’ mental state communication and children’s purchase requests via active advertising mediation. Contrary to expectations, active mediation was negatively associated with mental state communication and positively linked to child purchase requests. Children’s socio-cognitive skills were not associated with either parents’ mental state communication or children’s purchase requests. Originality/value To the best of the authors’ knowledge, this is the first known study that has examined mental state communication of parents as a potential predictor in shaping children’s purchase requests and found that it was negatively associated with it.
{"title":"Parents’ mental state communication and children’s consumer behavior in the USA","authors":"Eunjoo Choi, Matthew A. Lapierre","doi":"10.1108/yc-05-2022-1521","DOIUrl":"https://doi.org/10.1108/yc-05-2022-1521","url":null,"abstract":"\u0000Purpose\u0000Previous research has shown that children’s ability to understand mental states is related to their consumer development, yet it is unknown how parents can aid in this process. One possible way that parents may help is using mental state communication (i.e. communication that focuses on beliefs/intention to explain behavior by others). This study aims to examine whether this kind of communication is linked to children’s purchase requests through two potential mediators – active mediation and child socio-cognitive skills (i.e. Theory of Mind).\u0000\u0000\u0000Design/methodology/approach\u0000This study used a survey of 420 American mothers with children between the ages of 3 and 7. Respondents were given 12 scenarios describing typical parent–child interactions focused on discussing mental states and were asked how they would respond. Then, respondents were asked about demographic information, parenting style, mediation style, child socio-cognitive skills and child purchase requests.\u0000\u0000\u0000Findings\u0000Results showed both a direct and indirect negative association between parents’ mental state communication and children’s purchase requests via active advertising mediation. Contrary to expectations, active mediation was negatively associated with mental state communication and positively linked to child purchase requests. Children’s socio-cognitive skills were not associated with either parents’ mental state communication or children’s purchase requests.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first known study that has examined mental state communication of parents as a potential predictor in shaping children’s purchase requests and found that it was negatively associated with it.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"5 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85935285","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}
James Russell Pike, Stephen Miller, Christopher Cappelli, Nasya Tan, Bin Xie, Alan W Stacy
Purpose This investigation applied the Product Life Cycle (PLC) and Product Evolutionary Cycle (PEC) frameworks to the nicotine and tobacco market to predict the impact of television commercials for electronic cigarettes (e-cigarettes) on youth. Design/methodology/approach Surveys were administered over a three-year period to 417 alternative high school students from southern California who had never used e-cigarettes, cigarettes, or cigars at the baseline. Covariate-adjusted logistic regression causal mediation models were employed to test competing hypotheses from the PLC and PEC frameworks. Findings Results support a refined version of the PEC framework where e-cigarette commercials increase the odds of e-cigarette use, which leads to subsequent use of competing products including cigarettes and cigars. Originality Regulations in the United States that permit television commercials for e-cigarettes but restrict the promotion of cigarettes and cigars have created an opportunity to study product adoption among youth consumers when one product has a strategic marketing advantage. Practical implications This investigation demonstrates the utility of frameworks that conceptualize youth-oriented marketing as a two-part process in which potential customers are first convinced to adopt a behavior and then enticed to use a specific product to enact the behavior. Social implications Rising rates of nicotine and tobacco product use among youth may be partially attributable to e-cigarette commercials.
{"title":"Using Marketing Frameworks to Predict the Effects of E-Cigarette Commercials on Youth.","authors":"James Russell Pike, Stephen Miller, Christopher Cappelli, Nasya Tan, Bin Xie, Alan W Stacy","doi":"10.1108/yc-07-2022-1555","DOIUrl":"https://doi.org/10.1108/yc-07-2022-1555","url":null,"abstract":"Purpose This investigation applied the Product Life Cycle (PLC) and Product Evolutionary Cycle (PEC) frameworks to the nicotine and tobacco market to predict the impact of television commercials for electronic cigarettes (e-cigarettes) on youth. Design/methodology/approach Surveys were administered over a three-year period to 417 alternative high school students from southern California who had never used e-cigarettes, cigarettes, or cigars at the baseline. Covariate-adjusted logistic regression causal mediation models were employed to test competing hypotheses from the PLC and PEC frameworks. Findings Results support a refined version of the PEC framework where e-cigarette commercials increase the odds of e-cigarette use, which leads to subsequent use of competing products including cigarettes and cigars. Originality Regulations in the United States that permit television commercials for e-cigarettes but restrict the promotion of cigarettes and cigars have created an opportunity to study product adoption among youth consumers when one product has a strategic marketing advantage. Practical implications This investigation demonstrates the utility of frameworks that conceptualize youth-oriented marketing as a two-part process in which potential customers are first convinced to adopt a behavior and then enticed to use a specific product to enact the behavior. Social implications Rising rates of nicotine and tobacco product use among youth may be partially attributable to e-cigarette commercials.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"24 2","pages":"149-164"},"PeriodicalIF":3.0,"publicationDate":"2023-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10296781/pdf/nihms-1855987.pdf","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"9723913","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose This study aims to propose increasing the number of dimensions around current intergenerational influence (IGI) construct and renaming it to intergenerational brand influence (IGBI). This research describes the development and validation of the items comprising the dimensions of this new construct. Design/methodology/approach This study performed a literature review to identify potential dimensions for IGBI based on previous research about IGI. Analysis of items used to measure IGI was conducted to establish a set for each dimension. A structured, self-administered survey was used. Item reduction, measure validation and regression analysis were conducted to measure the predictive validity of the instrument. Moreover, three separate studies were conducted to develop and validate IGBI construct. Findings IGBI quantifies the various interactions that contribute to intergenerational brand transfer. The interactions could be classified according to one of the five IGBI dimensions: communication, recommendation, observed behavior, good impression and co-shopping with parents. Practical implications IGBI recognizes the relevance of influence behaviors such as children observing their parents buy a brand, children participating in shopping and children attempting to develop a good impression through brand loyalty. The first two behaviors indicate the importance of brands advocating purchase behavior as a family activity. The measure of good impression suggests that consumers use brands to maintain family connections, which should be considered a pertinent brand strategy. Originality/value This study develops the aforementioned five IGBI dimensions that describe the interactions between parent–child consumers that result in brand transfer.
{"title":"Young consumers influence by older generations: developing the construct and scale to measure intergenerational brand influence","authors":"Manuel Sotelo-Duarte, Beatriz Gónzalez-Cavazos","doi":"10.1108/yc-06-2022-1539","DOIUrl":"https://doi.org/10.1108/yc-06-2022-1539","url":null,"abstract":"Purpose\u0000This study aims to propose increasing the number of dimensions around current intergenerational influence (IGI) construct and renaming it to intergenerational brand influence (IGBI). This research describes the development and validation of the items comprising the dimensions of this new construct.\u0000\u0000\u0000Design/methodology/approach\u0000This study performed a literature review to identify potential dimensions for IGBI based on previous research about IGI. Analysis of items used to measure IGI was conducted to establish a set for each dimension. A structured, self-administered survey was used. Item reduction, measure validation and regression analysis were conducted to measure the predictive validity of the instrument. Moreover, three separate studies were conducted to develop and validate IGBI construct.\u0000\u0000\u0000Findings\u0000IGBI quantifies the various interactions that contribute to intergenerational brand transfer. The interactions could be classified according to one of the five IGBI dimensions: communication, recommendation, observed behavior, good impression and co-shopping with parents.\u0000\u0000\u0000Practical implications\u0000IGBI recognizes the relevance of influence behaviors such as children observing their parents buy a brand, children participating in shopping and children attempting to develop a good impression through brand loyalty. The first two behaviors indicate the importance of brands advocating purchase behavior as a family activity. The measure of good impression suggests that consumers use brands to maintain family connections, which should be considered a pertinent brand strategy.\u0000\u0000\u0000Originality/value\u0000This study develops the aforementioned five IGBI dimensions that describe the interactions between parent–child consumers that result in brand transfer.","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"31 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88646822","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}
Luisa Dolores ZOZAYA-DURAZO, C. Sádaba-Chalezquer, Beatriz Feijoo-Fernández
Purpose Disinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing cognitively and emotionally. This paper aims to offer insight on minors’ perception and the tools used by this age group to verify the content to which they are exposed while online. Design/methodology/approach Twelve focus groups were held in Spain between April and June 2021 with a total of 62 participants aged 11–17. Besides age, sex and socioeconomic group were variables taken into consideration to select the participants. A script covering the intended questions was used to structure the discussion. Findings Result analysis reveals that minors are excessively confident in their ability to identify false news and feel the need to share content with their online community as a means of participation in discussions or trending topics. Although WhatsApp family groups are seen as a source of misleading news, the study reveals that the family and traditional media (mainly television) act as sources of verification of fake news for minors. In general, minors opt for actions that require less initiative to contrast the content they consume on the internet. Originality/value This study produces new findings by further deepening the results of the first quantitative study on the relationship between minors and disinformation in Spain using qualitative method from conducting virtual focus groups.
{"title":"“Fake or not, I’m sharing it”: teen perception about disinformation in social networks","authors":"Luisa Dolores ZOZAYA-DURAZO, C. Sádaba-Chalezquer, Beatriz Feijoo-Fernández","doi":"10.1108/yc-06-2022-1552","DOIUrl":"https://doi.org/10.1108/yc-06-2022-1552","url":null,"abstract":"\u0000Purpose\u0000Disinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing cognitively and emotionally. This paper aims to offer insight on minors’ perception and the tools used by this age group to verify the content to which they are exposed while online.\u0000\u0000\u0000Design/methodology/approach\u0000Twelve focus groups were held in Spain between April and June 2021 with a total of 62 participants aged 11–17. Besides age, sex and socioeconomic group were variables taken into consideration to select the participants. A script covering the intended questions was used to structure the discussion.\u0000\u0000\u0000Findings\u0000Result analysis reveals that minors are excessively confident in their ability to identify false news and feel the need to share content with their online community as a means of participation in discussions or trending topics. Although WhatsApp family groups are seen as a source of misleading news, the study reveals that the family and traditional media (mainly television) act as sources of verification of fake news for minors. In general, minors opt for actions that require less initiative to contrast the content they consume on the internet.\u0000\u0000\u0000Originality/value\u0000This study produces new findings by further deepening the results of the first quantitative study on the relationship between minors and disinformation in Spain using qualitative method from conducting virtual focus groups.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"20 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"81360789","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 investigate the influence of brand familiarity, consumer green consciousness (GC) and chronic regulatory focus on consumer attitudes, buying intentions and willingness to pay more for eco-friendly products in a comparison between eco-friendly and non-eco-friendly products among Generation Z consumers. Design/methodology/approach An experiment with a between-subjects design was conducted with 151 Malaysian Generation Z consumers. Findings When consumers are more familiar with an eco-friendly brand than a non-eco-friendly brand, their attitude toward, buying intention and willingness to pay more for eco-friendly products are significantly higher than for non-eco-friendly products. In contrast, such effects are not significant when consumers are more familiar with a non-eco-friendly brand than an eco-friendly brand. Hence, young consumers are more inclined to favor a familiar eco-friendly brand than a familiar non-eco-friendly one. Consumers with higher GC are willing to pay more than consumers with lower GC for products of a familiar eco-friendly brand. When consumers are less familiar with an eco-friendly brand, those with a higher chronic promotion focus (CPF) will have a more favorable attitude toward, and a higher intention to buy, eco-friendly products than those with a lower CPF. Practical implications Awareness of how these factors influence consumer purchase behavior can help retailers and marketers design and communicate specific messages to highlight their brand and product eco-friendliness in their marketing strategies. Doing so may increase familiarity with their brand and the demand for and purchase of their brand’s eco-friendly products. Originality/value This research explores the influence of an integrated model of brand familiarity, GC and CPF on consumer purchase behavior in the comparison between eco-friendly and non-eco-friendly products. This has not been clearly examined in previous research.
{"title":"Green behavior among Gen Z consumers in an emerging market: eco-friendly versus non-eco-friendly products","authors":"Soo Yeong Ewe, Fandy Tjiptono","doi":"10.1108/yc-06-2022-1533","DOIUrl":"https://doi.org/10.1108/yc-06-2022-1533","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate the influence of brand familiarity, consumer green consciousness (GC) and chronic regulatory focus on consumer attitudes, buying intentions and willingness to pay more for eco-friendly products in a comparison between eco-friendly and non-eco-friendly products among Generation Z consumers.\u0000\u0000\u0000Design/methodology/approach\u0000An experiment with a between-subjects design was conducted with 151 Malaysian Generation Z consumers.\u0000\u0000\u0000Findings\u0000When consumers are more familiar with an eco-friendly brand than a non-eco-friendly brand, their attitude toward, buying intention and willingness to pay more for eco-friendly products are significantly higher than for non-eco-friendly products. In contrast, such effects are not significant when consumers are more familiar with a non-eco-friendly brand than an eco-friendly brand. Hence, young consumers are more inclined to favor a familiar eco-friendly brand than a familiar non-eco-friendly one. Consumers with higher GC are willing to pay more than consumers with lower GC for products of a familiar eco-friendly brand. When consumers are less familiar with an eco-friendly brand, those with a higher chronic promotion focus (CPF) will have a more favorable attitude toward, and a higher intention to buy, eco-friendly products than those with a lower CPF.\u0000\u0000\u0000Practical implications\u0000Awareness of how these factors influence consumer purchase behavior can help retailers and marketers design and communicate specific messages to highlight their brand and product eco-friendliness in their marketing strategies. Doing so may increase familiarity with their brand and the demand for and purchase of their brand’s eco-friendly products.\u0000\u0000\u0000Originality/value\u0000This research explores the influence of an integrated model of brand familiarity, GC and CPF on consumer purchase behavior in the comparison between eco-friendly and non-eco-friendly products. This has not been clearly examined in previous research.\u0000","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"5 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2023-02-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75280386","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 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":"58 1","pages":""},"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}
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