Young ConsumersTable of Contents for Young Consumers. List of articles from the current issue, including Just Accepted (EarlyCite)https://www.emerald.com/insight/publication/issn/1747-3616/vol/25/iss/2?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestYoung ConsumersEmerald Publishing LimitedYoung ConsumersYoung Consumershttps://www.emerald.com/insight/proxy/containerImg?link=/resource/publication/journal/edd716d0f00574fd83903feb705d290f/urn:emeraldgroup.com:asset:id:binary:yc.cover.jpghttps://www.emerald.com/insight/publication/issn/1747-3616/vol/25/iss/2?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestInfluence of return convenience on young buyers’ repurchase intentionshttps://www.emerald.com/insight/content/doi/10.1108/YC-02-2023-1691/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestWith the growth in online purchasing, the return of distressed shipments also increased. The return experience of the online shopper has a huge impact on their next purchase decision-making. This explanatory research aims to identify and empirically explain factors related to the online buyer’s return experience that influence the repurchase intention of young buyers. Primary data were collected from 235 active online young buyers who have experienced returning the goods through a structured questionnaire. Structural equation modeling is used for analyzing the data. This study reveals that an online return policy leniency strongly supports service recovery quality, expected return convenience, buyer trust and satisfaction, which lead to repurchase intentions. Moreover, return satisfaction positively impacts repurchase intention while mediating young buyer trust. This study is one of the few relevant pieces of research that would benefit e-tailers to improve their product return policy and compel young buyers’ intention to make a repeat purchase.Influence of return convenience on young buyers’ repurchase intentions
Waqar Ahmed, Sehrish Huma, Syed Umair Ali
Young Consumers, Vol. 25, No. 2, pp.149-169

With the growth in online purchasing, the return of distressed shipments also increased. The return experience of the online shopper has a huge impact on their next purchase decision-making. This explanatory research aims to identify and empirically explain factors related to the online buyer’s return experience that influence the repurchase intention of young buyers.

Primary data were collected from 235 active online young buyers who have experienced returning the goods through a structured questionnaire. Structural equation modeling is used for analyzing the data.

This study reveals that an online return policy leniency strongly supports service recovery quality, expected return convenience, buyer trust and satisfaction, which lead to repurchase intentions. Moreover, return satisfaction positively impacts repurchase intention while mediating young buyer trust.

This study is one of the few relevant pieces of research that would benefit e-tailers to improve their product return policy and compel young buyers’ intention to make a repeat purchase.

]]>
Influence of return convenience on young buyers’ repurchase intentions10.1108/YC-02-2023-1691Young Consumers2023-10-05© 2023 Emerald Publishing LimitedWaqar AhmedSehrish HumaSyed Umair AliYoung Consumers2522023-10-0510.1108/YC-02-2023-1691https://www.emerald.com/insight/content/doi/10.1108/YC-02-2023-1691/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Two roads diverge in cyberspace: dual but opposing social media pathways affecting teens’ well-beinghttps://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1735/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestMany believe that any social media harms kids because of frequent use. This study aims to examine these assumptions. It proposes and tests a model that considers two alternative pathways – one negative and one positive – through which social media affects teens’ self-reported subjective well-being. This research used Preacher and Hayes process modeling to conduct path analysis on data collected on 585 teenagers from across the USA. Results showed that along a negative pathway, frequent social media use leads to greater risky social media engagement that ultimately diminishes adolescent’s sense of well-being. Also, and perhaps simultaneously, frequent social media use leads to socially-connected social media use that enhances adolescent’s sense of well-being. The research recommends ways parents, policymakers and platforms can encourage teens to use social media to connect with friends while guiding them away from pathways exposing them to risky behaviors. Findings show more social media use is not necessarily harmful, but more of some types is bad, while more of others is good.Two roads diverge in cyberspace: dual but opposing social media pathways affecting teens’ well-being
Kristin Stewart, Glen Brodowsky, Donald Sciglimpaglia
Young Consumers, Vol. 25, No. 2, pp.170-187

Many believe that any social media harms kids because of frequent use. This study aims to examine these assumptions. It proposes and tests a model that considers two alternative pathways – one negative and one positive – through which social media affects teens’ self-reported subjective well-being.

This research used Preacher and Hayes process modeling to conduct path analysis on data collected on 585 teenagers from across the USA.

Results showed that along a negative pathway, frequent social media use leads to greater risky social media engagement that ultimately diminishes adolescent’s sense of well-being. Also, and perhaps simultaneously, frequent social media use leads to socially-connected social media use that enhances adolescent’s sense of well-being.

The research recommends ways parents, policymakers and platforms can encourage teens to use social media to connect with friends while guiding them away from pathways exposing them to risky behaviors.

Findings show more social media use is not necessarily harmful, but more of some types is bad, while more of others is good.

]]>
Two roads diverge in cyberspace: dual but opposing social media pathways affecting teens’ well-being10.1108/YC-05-2023-1735Young Consumers2023-10-23© 2023 Emerald Publishing LimitedKristin StewartGlen BrodowskyDonald SciglimpagliaYoung Consumers2522023-10-2310.1108/YC-05-2023-1735https://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1735/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Beyond labels: segmenting the Gen Z market for more effective marketinghttps://www.emerald.com/insight/content/doi/10.1108/YC-03-2023-1707/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences. An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas. Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas. This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world. This study provides input for marketing practitioners to create better focused and more effective campaigns. Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.Beyond labels: segmenting the Gen Z market for more effective marketing
Joeri Van den Bergh, Patrick De Pelsmacker, Ben Worsley
Young Consumers, Vol. 25, No. 2, pp.188-210

The purpose of this study is to identify segments in the Gen Z population (born between 1996 and 2010) in Europe, the USA and Australia, based on brand- and lifestyle-related variables and perceptions about their online activities. This study explores how these segments differ and provide insights into cross-country similarities and differences.

An online survey was conducted with 4,304 participants, and cluster analysis and analysis of variance were used to identify and profile Gen Z segments in each of three geographical areas.

Five segments in Europe and four segments in the USA and in Australia were identified. Segments differ in terms of the importance they attach to exclusivity, inclusivity and sustainability of brands, how Gen Z members perceive money issues and stand in life and how they perceive their online activities. Similar segments are found in the three geographical areas.

This study proposes a conceptual and analytical approach for exploring intra-cohort diversity. Future research can apply this approach to different generational cohorts and use it to study intra-cohort diversity in other parts of the world.

This study provides input for marketing practitioners to create better focused and more effective campaigns.

Cross-country generational cohort research is scarce, and especially intra-cohort diversity is under-researched. This study offers a deep and fine-grained insight into the diversity of the Gen Z cohort across three geographical areas, based on representative samples in these areas.

]]>
Beyond labels: segmenting the Gen Z market for more effective marketing10.1108/YC-03-2023-1707Young Consumers2023-10-03© 2023 Emerald Publishing LimitedJoeri Van den BerghPatrick De PelsmackerBen WorsleyYoung Consumers2522023-10-0310.1108/YC-03-2023-1707https://www.emerald.com/insight/content/doi/10.1108/YC-03-2023-1707/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social mediahttps://www.emerald.com/insight/content/doi/10.1108/YC-04-2023-1726/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered. Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents. The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents. The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media
Ulla-Maija Sutinen, Roosa Luukkonen, Elina Närvänen
Young Consumers, Vol. 25, No. 2, pp.211-225

This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered.

Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents.

The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents.

The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.

]]>
“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media10.1108/YC-04-2023-1726Young Consumers2023-10-09© 2023 Ulla-Maija Sutinen, Roosa Luukkonen and Elina Närvänen.Ulla-Maija SutinenRoosa LuukkonenElina NärvänenYoung Consumers2522023-10-0910.1108/YC-04-2023-1726https://www.emerald.com/insight/content/doi/10.1108/YC-04-2023-1726/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Ulla-Maija Sutinen, Roosa Luukkonen and Elina Närvänen.
For me, for you, or for the environment? Explaining young consumers’ motives for adopting electric cars based on the fundamental motive frameworkhttps://www.emerald.com/insight/content/doi/10.1108/YC-12-2022-1660/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestElectric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine the role of performance expectancy as the mediating variable and EC attributes beliefs as the moderating variable that can promote EC adoption intention. Both exploratory and confirmatory methods were used in this investigation. Using an exploratory approach, this research explores the fundamental motives and the attributes of EC that influence EC adoption intention. Using a confirmatory approach, this research tests the mediating role of performance expectancy. To collect the data, an online survey was administered to 260 young consumers in Indonesia. The results of PLS-SEM analysis from the data revealed that self-protection, kin-care, status and affiliative motives influence EC adoption. Furthermore, performance expectancy mediates the relationship between self-protection, mate acquisition, affiliative motives and EC adoption intention. Among EC attributes, the short-haul performance strengthens the indirect relationship between affiliative motive and EC adoption intention. The main limitation of this study is that it only focuses on the practical attributes of EC, whereas psychological attributes that were found to be more influential in consumer’s purchase decisions were not examined. Marketers need to explore EC attributes that can strengthen the relationship between consumers’ motives and EC adoption intention by increasing consumers’ evaluation of performance expectancy. In this study, marketers can promote short-haul performance, as it will lead to EC adoption for consumers with affiliative motives. This study ties together two lines of research on the adoption of EC, exploring EC attributes and examining consumers’ motivation to choose EC, especially Millennials and Gen Z. In this way, EC attributes facilitate the fulfillment of consumers’ needs and promote EC adoption intention.For me, for you, or for the environment? Explaining young consumers’ motives for adopting electric cars based on the fundamental motive framework
Widya Paramita, Rokhima Rostiani, Rahmadi Hidayat, Sahid Susilo Nugroho, Eddy Junarsin
Young Consumers, Vol. 25, No. 2, pp.226-248

Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market for EC, their adoption remains low; thus, this study focused on examining the role of motive in predicting EC adoption intention within these two generations’ population. Built upon the fundamental motive framework, this research explores the motives that lead to EC adoption intention. Subsequently, this study aims to examine the role of performance expectancy as the mediating variable and EC attributes beliefs as the moderating variable that can promote EC adoption intention.

Both exploratory and confirmatory methods were used in this investigation. Using an exploratory approach, this research explores the fundamental motives and the attributes of EC that influence EC adoption intention. Using a confirmatory approach, this research tests the mediating role of performance expectancy. To collect the data, an online survey was administered to 260 young consumers in Indonesia.

The results of PLS-SEM analysis from the data revealed that self-protection, kin-care, status and affiliative motives influence EC adoption. Furthermore, performance expectancy mediates the relationship between self-protection, mate acquisition, affiliative motives and EC adoption intention. Among EC attributes, the short-haul performance strengthens the indirect relationship between affiliative motive and EC adoption intention.

The main limitation of this study is that it only focuses on the practical attributes of EC, whereas psychological attributes that were found to be more influential in consumer’s purchase decisions were not examined.

Marketers need to explore EC attributes that can strengthen the relationship between consumers’ motives and EC adoption intention by increasing consumers’ evaluation of performance expectancy. In this study, marketers can promote short-haul performance, as it will lead to EC adoption for consumers with affiliative motives.

This study ties together two lines of research on the adoption of EC, exploring EC attributes and examining consumers’ motivation to choose EC, especially Millennials and Gen Z. In this way, EC attributes facilitate the fulfillment of consumers’ needs and promote EC adoption intention.

]]>
For me, for you, or for the environment? Explaining young consumers’ motives for adopting electric cars based on the fundamental motive framework10.1108/YC-12-2022-1660Young Consumers2023-10-13© 2023 Emerald Publishing LimitedWidya ParamitaRokhima RostianiRahmadi HidayatSahid Susilo NugrohoEddy JunarsinYoung Consumers2522023-10-1310.1108/YC-12-2022-1660https://www.emerald.com/insight/content/doi/10.1108/YC-12-2022-1660/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexicohttps://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1747/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers. The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers. The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions. The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones. The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico
Adesegun Oyedele, Emily Goenner
Young Consumers, Vol. 25, No. 2, pp.250-272

This study aims to investigate the effect of social influence and value-driven mobile marketing activities on consumers’ acceptance of mobile marketing offers.

The method used is survey questionnaire. A proposed model was tested by using structural model analysis and data gathered from 356 Mexico consumers and 346 US consumers.

The study shows the number of peers and providing information are the main predictor variables of consumer acceptance of mobile marketing offers in both countries. These results suggest that social value factors are important variables for explaining consumers’ responses to mobile marketing offers across two countries characterized by dissimilar macro-environmental conditions.

The study’s overall implication about standardization vs adaptation is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries. One limitation in this study is the use of a convenience sample of undergraduate college students. This study did not control for different types of mobile phones and the screen sizes of mobile phones.

The overall implication of standardization vs adaptation from the study results is that social value messages can be standardized across countries. However, the marketing tools and touch points required to communicate any message appeal must be adapted across countries.

Unlike previous studies where the emphasis is to explicate the effect of value-oriented mobile activity, this study examines the combined effect of social influence and value-driven mobile activities on acceptance of mobile marketing.

]]>
Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico10.1108/YC-05-2023-1747Young Consumers2023-11-02© 2023 Emerald Publishing LimitedAdesegun OyedeleEmily GoennerYoung Consumers2522023-11-0210.1108/YC-05-2023-1747https://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1747/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
What marketers of after-school educational services and educators can learn from children’s perceptions of intelligencehttps://www.emerald.com/insight/content/doi/10.1108/YC-12-2022-1647/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this paper is to explore the marketing opportunities for after-school educational services in the Chinese context by examining children’s perceptions of intelligence using visual methodology. Altogether 30 Chinese children aged 9–12 studying in grades four to six were asked to draw what comes to mind for two statements: “This is an intelligent child” and “This is a child of average intelligence.” After doing the drawings, the children were interviewed face-to-face to answer questions about the personalities and social relationships of the children depicted in the two drawings that they had produced. A child described as intelligent was imagined wearing glasses, studying hard and obtaining excellent academic results. A child described as of average intelligence was imagined as having many friends, playing a lot and experiencing tension with parents over studies. Participants had a restrictive view of intelligence and associated intelligence with academic success. They endorsed both a growth mindset and a fixed mindset of intelligence. On the one hand, they endorsed a growth mindset of intelligence as they associated intelligence with personal efforts and practices. On the other hand, participants endorsed a fixed mindset of intelligence as they tended to avoid challenges and appeared to be threatened by the success of others. Participants imagined that an intelligent child would experience poor relationships with friends. The findings were based on a nonprobability small sample. The study did not investigate the socialization process of such perceptions. Educational services and nonschool activity service providers can position themselves as agents to help students develop meta-analytical skills in embracing challenging tasks. Marketers can develop courses and learning materials that teach children different learning strategies. They can use incentives to encourage persistence and resilience in meeting challenges. This study uncovered the emotional and social needs of intelligent children. A new market segment was identified that targets children with high intelligence. Educational service providers can design curricula and activities to support high-performing children in developing empathy and good communication skills. Educators can assist those who perform well academically to nurture genuine friendships and improve social relations with peers. The prevalence of the private tutoring industry in the Chinese context may introduce educational disparity, as families with low resources will not be able to afford these services. Nonprofit organizations can provide similar educational services at a low cost to bridge the gap. The narrow view of intelligence expressed by participants, and their lack of awareness of the wide range of types of intelligence, indicates that education service providers can develop the confidence of a child with average intelligence through appreciation of his or her unique talents beyond academic achievements. This study explores attributes associated with intelligence among Chinese children using an innovative visual method. The marketing implications can apply to other societies where the after-school tuition market is prevalent.What marketers of after-school educational services and educators can learn from children’s perceptions of intelligence
Kara Chan
Young Consumers, Vol. 25, No. 2, pp.273-287

The purpose of this paper is to explore the marketing opportunities for after-school educational services in the Chinese context by examining children’s perceptions of intelligence using visual methodology.

Altogether 30 Chinese children aged 9–12 studying in grades four to six were asked to draw what comes to mind for two statements: “This is an intelligent child” and “This is a child of average intelligence.” After doing the drawings, the children were interviewed face-to-face to answer questions about the personalities and social relationships of the children depicted in the two drawings that they had produced.

A child described as intelligent was imagined wearing glasses, studying hard and obtaining excellent academic results. A child described as of average intelligence was imagined as having many friends, playing a lot and experiencing tension with parents over studies. Participants had a restrictive view of intelligence and associated intelligence with academic success. They endorsed both a growth mindset and a fixed mindset of intelligence. On the one hand, they endorsed a growth mindset of intelligence as they associated intelligence with personal efforts and practices. On the other hand, participants endorsed a fixed mindset of intelligence as they tended to avoid challenges and appeared to be threatened by the success of others. Participants imagined that an intelligent child would experience poor relationships with friends.

The findings were based on a nonprobability small sample. The study did not investigate the socialization process of such perceptions.

Educational services and nonschool activity service providers can position themselves as agents to help students develop meta-analytical skills in embracing challenging tasks. Marketers can develop courses and learning materials that teach children different learning strategies. They can use incentives to encourage persistence and resilience in meeting challenges. This study uncovered the emotional and social needs of intelligent children. A new market segment was identified that targets children with high intelligence. Educational service providers can design curricula and activities to support high-performing children in developing empathy and good communication skills. Educators can assist those who perform well academically to nurture genuine friendships and improve social relations with peers.

The prevalence of the private tutoring industry in the Chinese context may introduce educational disparity, as families with low resources will not be able to afford these services. Nonprofit organizations can provide similar educational services at a low cost to bridge the gap. The narrow view of intelligence expressed by participants, and their lack of awareness of the wide range of types of intelligence, indicates that education service providers can develop the confidence of a child with average intelligence through appreciation of his or her unique talents beyond academic achievements.

This study explores attributes associated with intelligence among Chinese children using an innovative visual method. The marketing implications can apply to other societies where the after-school tuition market is prevalent.

]]>
What marketers of after-school educational services and educators can learn from children’s perceptions of intelligence10.1108/YC-12-2022-1647Young Consumers2023-11-10© 2023 Emerald Publishing LimitedKara ChanYoung Consumers2522023-11-1010.1108/YC-12-2022-1647https://www.emerald.com/insight/content/doi/10.1108/YC-12-2022-1647/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Green consumption behaviour among Generation Z college students in China: the moderating role of government supporthttps://www.emerald.com/insight/content/doi/10.1108/YC-01-2022-1443/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestGreen consumption behaviour (GCB) has been advocated to mitigate the environmental consequences of traditional consumption patterns. Besides the current circumstances, Generation Z college students are a sizable consumer group who are likely to be concerned about the future. Thus, this study aims to examine the factors affecting the college students’ GCB and the moderating effect of government support to provide new evidence from college students in China. In addition to environmental knowledge and social media influence as the variables, government support was used as a moderator to develop the extended theory of planned behaviour (TPB) model. Purposive sampling was used to obtain 328 valid responses from Chinese college students. The collected data were analysed using partial least squares structural equation modelling. The findings indicated that subjective norms, perceived behavioural control, environmental knowledge and social media influence substantially affect students’ GCB. Notably, the moderation analysis suggested that government support greatly strengthens the relationship between subjective norms and social media influence on the GCB of Chinese college students. The study provides several significant practical implications as the findings could be referred by stakeholders, such as government and businesses entities, in formulating policies and strategies to encourage the consumers’ GCB in mitigating ecological consequences. The extended TPB model that integrated environmental knowledge and social media influence with the government support as the moderator contributes to the extant literature with the evidence derived from Generation Z in China.Green consumption behaviour among Generation Z college students in China: the moderating role of government support
Pick-Soon Ling, Chee-Hua Chin, Jia Yi, Winnie Poh Ming Wong
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Green consumption behaviour (GCB) has been advocated to mitigate the environmental consequences of traditional consumption patterns. Besides the current circumstances, Generation Z college students are a sizable consumer group who are likely to be concerned about the future. Thus, this study aims to examine the factors affecting the college students’ GCB and the moderating effect of government support to provide new evidence from college students in China.

In addition to environmental knowledge and social media influence as the variables, government support was used as a moderator to develop the extended theory of planned behaviour (TPB) model. Purposive sampling was used to obtain 328 valid responses from Chinese college students. The collected data were analysed using partial least squares structural equation modelling.

The findings indicated that subjective norms, perceived behavioural control, environmental knowledge and social media influence substantially affect students’ GCB. Notably, the moderation analysis suggested that government support greatly strengthens the relationship between subjective norms and social media influence on the GCB of Chinese college students.

The study provides several significant practical implications as the findings could be referred by stakeholders, such as government and businesses entities, in formulating policies and strategies to encourage the consumers’ GCB in mitigating ecological consequences.

The extended TPB model that integrated environmental knowledge and social media influence with the government support as the moderator contributes to the extant literature with the evidence derived from Generation Z in China.

]]>
Green consumption behaviour among Generation Z college students in China: the moderating role of government support10.1108/YC-01-2022-1443Young Consumers2023-03-17© 2023 Emerald Publishing LimitedPick-Soon LingChee-Hua ChinJia YiWinnie Poh Ming WongYoung Consumersahead-of-printahead-of-print2023-03-1710.1108/YC-01-2022-1443https://www.emerald.com/insight/content/doi/10.1108/YC-01-2022-1443/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Impact of fake news on social networks during COVID-19 pandemic in Spainhttps://www.emerald.com/insight/content/doi/10.1108/YC-04-2022-1514/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021. A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society. Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms. The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z. This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.Impact of fake news on social networks during COVID-19 pandemic in Spain
María Teresa Macarrón Máñez, Antonia Moreno Cano, Fernando Díez
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

The pandemic has enhanced the global phenomenon of disinformation. This paper aims to study the false news concerning COVID-19, spread through social media in Spain, by using the LatamChequea database for a duration from 01/22/2020, when the first false information has been detected, up to 03/09/2021.

A quantitative analysis has been conducted with regard to the correlation between fake news stories and the pandemic state, the motive to share them, their dissemination in other countries and the effectiveness of fact checking. This study is complemented by a qualitative method: a focus group conducted with representatives of different groups within the society.

Fake news has been primarily disseminated through several social networks at the same time, with two peaks taking place in over a half of the said false stories. The first took place from March to April of 2020 during complete lockdown, and we were informed of prevention measures, the country’s situation and the origin of the virus, whereas the second was related to news revolving around the coming vaccines, which occurred between October and November. The audience tends to neither cross-check the information received nor report fake news to competent authorities, and fact-checking methods fail to stop their spread. Further awareness and digital literacy campaigns are thus required in addition to more involvement from governments and technological platforms.

The main limitation of the research is the fact that it was only possible to conduct a focus group of five individuals who do not belong to generation Z due to the restrictions imposed by the pandemic, although a clear contribution to the analysis of the impact of fake news on social networks during the COVID-19 pandemic in Spain can be seen from the privileged experiences in each of the fields of work that were identified. In this sense, the results of the study are not generalizable to a larger population. On the other hand, and with a view to future research, it would be advisable to carry out a more specific study of how fake news affects generation Z.

This research is original in nature, and the findings of this study are valuable for business practitioners and scholars, brand marketers, social media platform owners, opinion leaders and policymakers.

]]>
Impact of fake news on social networks during COVID-19 pandemic in Spain10.1108/YC-04-2022-1514Young Consumers2023-03-20© 2023 María Teresa Macarrón Máñez, Antonia Moreno Cano and Fernando Díez.María Teresa Macarrón MáñezAntonia Moreno CanoFernando DíezYoung Consumersahead-of-printahead-of-print2023-03-2010.1108/YC-04-2022-1514https://www.emerald.com/insight/content/doi/10.1108/YC-04-2022-1514/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 María Teresa Macarrón Máñez, Antonia Moreno Cano and Fernando Díez.
Scrutinizing the effects of pop-up stores’ retailscape on young Chinese tourists’ emotion and patronage intentionhttps://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1743/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to understand how retailscape of pop-up stores could influence young Chinese tourists’ emotional response and their subsequent shopping intention in the context of luxury retailing. A quantitative approach was chosen. Building on the theoretical framework of the stimulus–organism–response (S–O–R) theory, a pop-up store retailscape behavior model was developed to explore the effect of retailscape on young Chinese tourists’ emotional response and patronage intention in a luxury retail setting. In total, 226 structured questionnaires were collected onsite. The multiple regression analysis reveals that a luxury pop-up store’s retailscape has a positive influence on young Chinese tourists’ emotional response, but it only has a partial influence on their patronage intention. In addition, the result suggests that young Chinese tourists’ emotional response positively influences their patronage intention in luxury pop-up stores. The study reveals how retailscape influences behavior among the younger generation, and the results provide important references for the luxury retailers in future design and management of pop-up stores so as to attract and retain the interest of the younger generation. This study puts retailscape effect under scrutiny in the context of luxury pop-up stores which attract young Chinese tourists, who are regarded as one of the major patrons supporting exclusive retail brands in the world. The stimuli element in the S–O–R model is, thus, reexamined in the context of luxury pop-up stores.Scrutinizing the effects of pop-up stores’ retailscape on young Chinese tourists’ emotion and patronage intention
Jiayi Lyu, Cora Un In Wong, Zhuo Li, Lianping Ren
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to understand how retailscape of pop-up stores could influence young Chinese tourists’ emotional response and their subsequent shopping intention in the context of luxury retailing.

A quantitative approach was chosen. Building on the theoretical framework of the stimulus–organism–response (S–O–R) theory, a pop-up store retailscape behavior model was developed to explore the effect of retailscape on young Chinese tourists’ emotional response and patronage intention in a luxury retail setting. In total, 226 structured questionnaires were collected onsite.

The multiple regression analysis reveals that a luxury pop-up store’s retailscape has a positive influence on young Chinese tourists’ emotional response, but it only has a partial influence on their patronage intention. In addition, the result suggests that young Chinese tourists’ emotional response positively influences their patronage intention in luxury pop-up stores.

The study reveals how retailscape influences behavior among the younger generation, and the results provide important references for the luxury retailers in future design and management of pop-up stores so as to attract and retain the interest of the younger generation.

This study puts retailscape effect under scrutiny in the context of luxury pop-up stores which attract young Chinese tourists, who are regarded as one of the major patrons supporting exclusive retail brands in the world. The stimuli element in the S–O–R model is, thus, reexamined in the context of luxury pop-up stores.

]]>
Scrutinizing the effects of pop-up stores’ retailscape on young Chinese tourists’ emotion and patronage intention10.1108/YC-05-2023-1743Young Consumers2024-01-30© 2024 Emerald Publishing LimitedJiayi LyuCora Un In WongZhuo LiLianping RenYoung Consumersahead-of-printahead-of-print2024-01-3010.1108/YC-05-2023-1743https://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1743/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Investigating alternative avenues for financial behaviour change: moving beyond the traditional approachhttps://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1748/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to explore possible behavioural change venues, beyond the traditional approach to financial education, using the capability-opportunity-motivation behaviour theoretical framework of behavioural change. The study included 45, semi-structured, in-depth interviews of young adults to explore which elements of financial behaviour formation should interventions target to be effective. To strengthen capability, the study recommends behavioural education and training for boosting financial knowledge and skills, enablement of financial independence and modelling for empowering self-control and reducing impulsiveness. To boost motivation, gamification of modelling is advised for boosting responsible financial behaviour as part of the identity and inducing consideration of future consequences. Persuasion is advised for inducing positive emotions while incentivization and coercion are advised for empowering self-conscious intentions. To rise opportunity, the study proposes incentivization and coercion imposed by parents, and governmental efforts regarding restriction, enablement and environmental restructuring. The study brings recommendations for developing efficient interventions for strengthening responsible financial behaviour that may help design type-specific education programmes to promote responsible financial behaviour. The present study attempts to explore new venues in intervention design that break away from the traditional approach of financial education focused on knowledge and skills that is proven to be ineffectiveInvestigating alternative avenues for financial behaviour change: moving beyond the traditional approach
Andrea Lučić, Marija Uzelac
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to explore possible behavioural change venues, beyond the traditional approach to financial education, using the capability-opportunity-motivation behaviour theoretical framework of behavioural change.

The study included 45, semi-structured, in-depth interviews of young adults to explore which elements of financial behaviour formation should interventions target to be effective.

To strengthen capability, the study recommends behavioural education and training for boosting financial knowledge and skills, enablement of financial independence and modelling for empowering self-control and reducing impulsiveness. To boost motivation, gamification of modelling is advised for boosting responsible financial behaviour as part of the identity and inducing consideration of future consequences. Persuasion is advised for inducing positive emotions while incentivization and coercion are advised for empowering self-conscious intentions. To rise opportunity, the study proposes incentivization and coercion imposed by parents, and governmental efforts regarding restriction, enablement and environmental restructuring.

The study brings recommendations for developing efficient interventions for strengthening responsible financial behaviour that may help design type-specific education programmes to promote responsible financial behaviour.

The present study attempts to explore new venues in intervention design that break away from the traditional approach of financial education focused on knowledge and skills that is proven to be ineffective

]]>
Investigating alternative avenues for financial behaviour change: moving beyond the traditional approach10.1108/YC-05-2023-1748Young Consumers2024-01-02© 2023 Emerald Publishing LimitedAndrea LučićMarija UzelacYoung Consumersahead-of-printahead-of-print2024-01-0210.1108/YC-05-2023-1748https://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1748/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentionshttps://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1749/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestYoung consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products. To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28. The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products. Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers. This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions
Theresa Macheka, Emmanuel Silva Quaye, Neo Ligaraba
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.

To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.

The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.

Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.

This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

]]>
The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions10.1108/YC-05-2023-1749Young Consumers2023-09-06© 2023 Theresa Macheka, Emmanuel Silva Quaye and Neo Ligaraba.Theresa MachekaEmmanuel Silva QuayeNeo LigarabaYoung Consumersahead-of-printahead-of-print2023-09-0610.1108/YC-05-2023-1749https://www.emerald.com/insight/content/doi/10.1108/YC-05-2023-1749/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Theresa Macheka, Emmanuel Silva Quaye and Neo Ligaraba.http://creativecommons.org/licences/by/4.0/legalcode
“Fake or not, I’m sharing it”: teen perception about disinformation in social networkshttps://www.emerald.com/insight/content/doi/10.1108/YC-06-2022-1552/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestDisinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing cognitively and emotionally. This paper aims to offer insight on minors’ perception and the tools used by this age group to verify the content to which they are exposed while online. Twelve focus groups were held in Spain between April and June 2021 with a total of 62 participants aged 11–17. Besides age, sex and socioeconomic group were variables taken into consideration to select the participants. A script covering the intended questions was used to structure the discussion. Result analysis reveals that minors are excessively confident in their ability to identify false news and feel the need to share content with their online community as a means of participation in discussions or trending topics. Although WhatsApp family groups are seen as a source of misleading news, the study reveals that the family and traditional media (mainly television) act as sources of verification of fake news for minors. In general, minors opt for actions that require less initiative to contrast the content they consume on the internet. This study produces new findings by further deepening the results of the first quantitative study on the relationship between minors and disinformation in Spain using qualitative method from conducting virtual focus groups.“Fake or not, I’m sharing it”: teen perception about disinformation in social networks
Luisa Dolores Zozaya-Durazo, Charo Sádaba-Chalezquer, Beatriz Feijoo‐Fernández
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Disinformation has become a latent risk for online audiences, specifically for minors who are commonly exposed to a wide variety of online content at a time they are developing cognitively and emotionally. This paper aims to offer insight on minors’ perception and the tools used by this age group to verify the content to which they are exposed while online.

Twelve focus groups were held in Spain between April and June 2021 with a total of 62 participants aged 11–17. Besides age, sex and socioeconomic group were variables taken into consideration to select the participants. A script covering the intended questions was used to structure the discussion.

Result analysis reveals that minors are excessively confident in their ability to identify false news and feel the need to share content with their online community as a means of participation in discussions or trending topics. Although WhatsApp family groups are seen as a source of misleading news, the study reveals that the family and traditional media (mainly television) act as sources of verification of fake news for minors. In general, minors opt for actions that require less initiative to contrast the content they consume on the internet.

This study produces new findings by further deepening the results of the first quantitative study on the relationship between minors and disinformation in Spain using qualitative method from conducting virtual focus groups.

]]>
“Fake or not, I’m sharing it”: teen perception about disinformation in social networks10.1108/YC-06-2022-1552Young Consumers2023-02-17© 2023 Emerald Publishing LimitedLuisa Dolores Zozaya-DurazoCharo Sádaba-ChalezquerBeatriz Feijoo‐FernándezYoung Consumersahead-of-printahead-of-print2023-02-1710.1108/YC-06-2022-1552https://www.emerald.com/insight/content/doi/10.1108/YC-06-2022-1552/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
When young customers co-create value of AI-powered branded app: the mediating role of perceived authenticityhttps://www.emerald.com/insight/content/doi/10.1108/YC-06-2023-1759/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestArtificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most updated AI technology, young customers face app fatigue and start questioning the authenticity of this touchpoint. This paper aims to study the mediating effect of authenticity for the value co-creation of AI-powered branded applications. Drawing from regulatory engagement theory, this study conceptualize authenticity as the key construct in customers’ value experience process, which triggers customer value co-creation. Two scenario-based online experiments are conducted to collect data from 444 young customers. Data analysis is performed using ANOVA and Process Hayes. The results reveal that perceived authenticity is an important mediator between media richness (chatbot vs AI text vs augmented reality) and value co-creation. There is no interaction effect of co-brand fit (high vs low) and source endorsement (doctor vs government) on the relationship between media richness and perceived authenticity, whereas injunctive norms (high vs low) strengthen this relationship. The finding provides insights for marketing managers on engaging young customers suffering from app fatigue. Authenticity holds the key to young customers’ technological perceptions. This research highlights the importance of perceived authenticity in encouraging young customers to co-create value. Young customers consider authenticity as a motivational force experience that involves customers through the app’s attributes (e.g. media richness) and social standards (e.g. norms), rather than brand factors (e.g. co-brand fit, source endorsement).When young customers co-create value of AI-powered branded app: the mediating role of perceived authenticity
Diem-Trang Vo, Long Thang Van Nguyen, Duy Dang-Pham, Ai-Phuong Hoang
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Artificial intelligence (AI) allows the brand to co-create value with young customers through mobile apps. However, as many brands claim that their mobile apps are using the most updated AI technology, young customers face app fatigue and start questioning the authenticity of this touchpoint. This paper aims to study the mediating effect of authenticity for the value co-creation of AI-powered branded applications.

Drawing from regulatory engagement theory, this study conceptualize authenticity as the key construct in customers’ value experience process, which triggers customer value co-creation. Two scenario-based online experiments are conducted to collect data from 444 young customers. Data analysis is performed using ANOVA and Process Hayes.

The results reveal that perceived authenticity is an important mediator between media richness (chatbot vs AI text vs augmented reality) and value co-creation. There is no interaction effect of co-brand fit (high vs low) and source endorsement (doctor vs government) on the relationship between media richness and perceived authenticity, whereas injunctive norms (high vs low) strengthen this relationship.

The finding provides insights for marketing managers on engaging young customers suffering from app fatigue. Authenticity holds the key to young customers’ technological perceptions.

This research highlights the importance of perceived authenticity in encouraging young customers to co-create value. Young customers consider authenticity as a motivational force experience that involves customers through the app’s attributes (e.g. media richness) and social standards (e.g. norms), rather than brand factors (e.g. co-brand fit, source endorsement).

]]>
When young customers co-create value of AI-powered branded app: the mediating role of perceived authenticity10.1108/YC-06-2023-1759Young Consumers2024-01-16© 2024 Emerald Publishing LimitedDiem-Trang VoLong Thang Van NguyenDuy Dang-PhamAi-Phuong HoangYoung Consumersahead-of-printahead-of-print2024-01-1610.1108/YC-06-2023-1759https://www.emerald.com/insight/content/doi/10.1108/YC-06-2023-1759/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Practice theory approach to Gen Z’s sustainable clothing consumption in Finlandhttps://www.emerald.com/insight/content/doi/10.1108/YC-06-2023-1765/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation. This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data. This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion. The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop. The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.Practice theory approach to Gen Z’s sustainable clothing consumption in Finland
Olga Gurova
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to answer the questions of what clothing practices related to sustainable fashion can be observed in young consumers' daily lives in Finland’s capital region and what prevents their further proliferation.

This is qualitative research that draws from 22 semi-structured interviews with high school students in the capital area of Finland. The data were analyzed with the use of thematic analysis, a flexible method of data analysis that allows for the extraction of categories from both theoretical concepts and data.

This paper contributes to studies of young people’s consumption with the practice theory approach, putting forward the category of following sustainable fashion as an integrative practice. The three-element model of the practice theory allows answering the question of challenges that prevent the practice from shaping. The paper further advances this approach by identifying a list of context-specific dispersed practices incorporated into sustainable fashion.

The study suggests practical ways of improving clothing consumption based on the practice theory approach and findings from empirical research. Sustainable practices require competences, knowledge and skills that the school, as an institution working closely with high school students, could help develop.

The study contributes to the current studies of sustainability and youth culture of consumption with a practice theory approach and findings, related to a particular context of a country from Northern Europe.

]]>
Practice theory approach to Gen Z’s sustainable clothing consumption in Finland10.1108/YC-06-2023-1765Young Consumers2024-02-19© 2024 Olga Gurova.Olga GurovaYoung Consumersahead-of-printahead-of-print2024-02-1910.1108/YC-06-2023-1765https://www.emerald.com/insight/content/doi/10.1108/YC-06-2023-1765/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Olga Gurova.http://creativecommons.org/licences/by/4.0/legalcode
Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspectivehttps://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1785/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestSocial commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies. The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique. The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing. From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective
Anh D. Pham, Huyen N. Nguyen, Tra T.H. Le, Huyen K. Nguyen, Hang T. Khuat, Huyen T.T. Phan, Hanh T. Vu
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies.

The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique.

The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).

]]>
Young consumers’ impulse buying tendency on social media: an empirical analysis in Vietnam in light of the LST theoretical perspective10.1108/YC-07-2023-1785Young Consumers2024-03-25© 2024 Emerald Publishing LimitedAnh D. PhamHuyen N. NguyenTra T.H. LeHuyen K. NguyenHang T. KhuatHuyen T.T. PhanHanh T. VuYoung Consumersahead-of-printahead-of-print2024-03-2510.1108/YC-07-2023-1785https://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1785/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Time is target for gen Z: increased time online during the pandemic and cyber victimizationhttps://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1787/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe COVID-19 pandemic dramatically altered daily life for Gen Z. The purpose of this study was to examine parental perceptions of the pandemic’s effects on their children’s peer relationships. As children sought peer connection during the pandemic, technology usage soared. The second purpose of the current study was to assess how greater time on social media affected adjustment among Gen Z and whether this effect was mediated by experiences of cyber victimization. In total, 250 U.S. parent-child dyads participated in the study. Parents reported on their children’s social media use and described how they believed the pandemic affected their children’s peer relationships. Child participants were transitioning to middle school and reported on cyber victimization and adjustment. Thematic analysis of parental reflections revealed three themes: children spent more time online since the onset of the pandemic, there were negative implications of increased time online and there were positive and protective implications of being online. Analysis also indicated significant indirect effects of social media use on internalizing and externalizing problems through victimization. Parents reported Gen Z continues to use electronic forms of communication and social media at high rates even after pandemic-related restrictions eased with some suggesting that their children prefer digital over face-to-face communication because they have become accustomed to this way of connecting and may find it easier than in-person interaction. Current findings highlight concerns about this increased time online as social media use negatively affected adjustment via cyber victimization.Time is target for gen Z: increased time online during the pandemic and cyber victimization
Lisa H. Rosen, Linda J. Rubin, Savannah Dali, Daisie M. Llanes, Ahissa Lopez, Ashton E. Romines, Samantha A. Saunders
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

The COVID-19 pandemic dramatically altered daily life for Gen Z. The purpose of this study was to examine parental perceptions of the pandemic’s effects on their children’s peer relationships. As children sought peer connection during the pandemic, technology usage soared. The second purpose of the current study was to assess how greater time on social media affected adjustment among Gen Z and whether this effect was mediated by experiences of cyber victimization.

In total, 250 U.S. parent-child dyads participated in the study. Parents reported on their children’s social media use and described how they believed the pandemic affected their children’s peer relationships. Child participants were transitioning to middle school and reported on cyber victimization and adjustment.

Thematic analysis of parental reflections revealed three themes: children spent more time online since the onset of the pandemic, there were negative implications of increased time online and there were positive and protective implications of being online. Analysis also indicated significant indirect effects of social media use on internalizing and externalizing problems through victimization.

Parents reported Gen Z continues to use electronic forms of communication and social media at high rates even after pandemic-related restrictions eased with some suggesting that their children prefer digital over face-to-face communication because they have become accustomed to this way of connecting and may find it easier than in-person interaction. Current findings highlight concerns about this increased time online as social media use negatively affected adjustment via cyber victimization.

]]>
Time is target for gen Z: increased time online during the pandemic and cyber victimization10.1108/YC-07-2023-1787Young Consumers2024-03-07© 2024 Emerald Publishing LimitedLisa H. RosenLinda J. RubinSavannah DaliDaisie M. LlanesAhissa LopezAshton E. RominesSamantha A. SaundersYoung Consumersahead-of-printahead-of-print2024-03-0710.1108/YC-07-2023-1787https://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1787/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?https://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1796/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles. The current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires. Chinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels. The current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli. This research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity. This study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?
Xiaoting Shen, Yimeng Zhao, Jia Yu, Mingzhou Yu
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.

The current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires.

Chinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels.

The current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli.

This research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity.

This study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.

]]>
Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?10.1108/YC-07-2023-1796Young Consumers2024-03-26© 2024 Emerald Publishing LimitedXiaoting ShenYimeng ZhaoJia YuMingzhou YuYoung Consumersahead-of-printahead-of-print2024-03-2610.1108/YC-07-2023-1796https://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1796/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysishttps://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1800/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations. In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used. The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers. This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis
Abul Kalam, Chai Lee Goi, Ying Ying Tiong
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations.

In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used.

The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers.

This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.

]]>
The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis10.1108/YC-07-2023-1800Young Consumers2024-03-01© 2024 Emerald Publishing LimitedAbul KalamChai Lee GoiYing Ying TiongYoung Consumersahead-of-printahead-of-print2024-03-0110.1108/YC-07-2023-1800https://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1800/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Do millennials’ personalities and smartphone use result in materialism? The mediating role of addictionhttps://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1809/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to use the five-factor model’s (FFM: emotional instability, introversion, openness to experience, agreeableness and conscientiousness) personality traits and the need for arousal to explain millennials’ habitual and addictive smartphone use and resultant materialistic inclinations. The study also test the mediating role of addictive use in the relationship between habitual use and materialism. Participants’ self-reported data (n = 705) from a sample of millennials were gathered using a cross-sectional survey approach conducted in Malaysia and studied using structural equation modelling with partial least squares (PLS-SEM). The results discover that emotional instability, openness to experience, agreeableness and need for arousal have a significant influence on habitual smartphone use. Conversely, introversion and conscientiousness have no significant impact on habitual use. Fascinatingly, millennials’ habitual use positively influences their materialism. Furthermore, addictive smartphone use positively affects materialism and mediates the relationship between habitual use and materialism. The FFM, a prominent personality trait model, has been used in numerous studies to predict usage intention. However, the particular dimension of the FFM personality traits that drive habitual and addictive smartphone use to trigger materialistic tendencies among millennials needs to be exposed in an emerging market context. The results emphasise the need to consider this demographic’s personalities when attempting to comprehend how habitual use and materialism occur. This study also provides practitioners with helpful information in creating targeted interventions to encourage healthy smartphone use behaviours and reduce possible adverse effects related to addictive smartphone use and materialistic attitudes.Do millennials’ personalities and smartphone use result in materialism? The mediating role of addiction
Christine Nya-Ling Tan
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to use the five-factor model’s (FFM: emotional instability, introversion, openness to experience, agreeableness and conscientiousness) personality traits and the need for arousal to explain millennials’ habitual and addictive smartphone use and resultant materialistic inclinations. The study also test the mediating role of addictive use in the relationship between habitual use and materialism.

Participants’ self-reported data (n = 705) from a sample of millennials were gathered using a cross-sectional survey approach conducted in Malaysia and studied using structural equation modelling with partial least squares (PLS-SEM).

The results discover that emotional instability, openness to experience, agreeableness and need for arousal have a significant influence on habitual smartphone use. Conversely, introversion and conscientiousness have no significant impact on habitual use. Fascinatingly, millennials’ habitual use positively influences their materialism. Furthermore, addictive smartphone use positively affects materialism and mediates the relationship between habitual use and materialism.

The FFM, a prominent personality trait model, has been used in numerous studies to predict usage intention. However, the particular dimension of the FFM personality traits that drive habitual and addictive smartphone use to trigger materialistic tendencies among millennials needs to be exposed in an emerging market context. The results emphasise the need to consider this demographic’s personalities when attempting to comprehend how habitual use and materialism occur. This study also provides practitioners with helpful information in creating targeted interventions to encourage healthy smartphone use behaviours and reduce possible adverse effects related to addictive smartphone use and materialistic attitudes.

]]>
Do millennials’ personalities and smartphone use result in materialism? The mediating role of addiction10.1108/YC-07-2023-1809Young Consumers2024-01-01© 2023 Emerald Publishing LimitedChristine Nya-Ling TanYoung Consumersahead-of-printahead-of-print2024-01-0110.1108/YC-07-2023-1809https://www.emerald.com/insight/content/doi/10.1108/YC-07-2023-1809/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertisinghttps://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1811/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers. An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment. Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement. First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks. To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising
Fei Fan, Lin Fu, Qinghua Jiang
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to examine how young consumers perceive the advertising effectiveness of endorsements by virtual idols and how endorsements by virtual idols differ from endorsements by real human celebrities such as traditional celebrities and online influencers.

An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising aimed at young adults. Among 400 respondents, the average age was 21.5 years. A total of 193 male and 207 female respondents participated in the experiment.

Young consumers find virtual idols, online influencers and traditional celebrities attractive. Although virtual idols are the least credible among the three types of celebrity endorsers, young consumers tend to be more convinced by their endorsements of products with low levels of consumer involvement than those with high levels of involvement. Among the three types of celebrity endorsements, young consumers find traditional celebrities the most effective. In addition, young consumers’ attitudes toward celebrity endorsers mediate the impact of celebrity endorsers’ attractiveness and credibility on their attitudes toward the advertisements. The perceived level of product involvement moderates the transfer of meaning from the attitude toward the celebrity endorsers to the attitude toward the advertisement.

First, when choosing celebrity endorsers to advertise products targeting young consumers, marketing communication practitioners should give priority to the endorsers’ perceived credibility, as young consumers have a variety of views about them that can significantly affect their attitudes toward the advertisement. Second, real human celebrity endorsers are more effective than virtual idols in celebrity endorsements. However, virtual idols may be suited for use in advertisements to promote products with low involvement levels, such as soft drinks.

To the best of the authors’ knowledge, this is the first experimental study to attempt to analyze the effectiveness of virtual idols in advertising aimed at young consumers. This is also the first comparative study to introduce virtual idols as celebrity endorsers in product advertising and to compare their effectiveness with that of the two other types of commonly discussed celebrity endorsers, traditional celebrities and online influencers.

]]>
Virtual idols vs online influencers vs traditional celebrities: how young consumers respond to their endorsement advertising10.1108/YC-08-2023-1811Young Consumers2023-12-05© 2023 Emerald Publishing LimitedFei FanLin FuQinghua JiangYoung Consumersahead-of-printahead-of-print2023-12-0510.1108/YC-08-2023-1811https://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1811/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communicationshttps://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1817/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestEmojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa. Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses. The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase. This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them. By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications
Rodney Graeme Duffett, Mihlali Maraule
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Emojis are quickly becoming a popular new language in social media and marketing. The capability to express emotions and make message understanding easier is one of the primary reasons for using emojis. The aim of this research was to determine the influence of perceived usefulness, perceived ease of use, trust, and involvement on customer engagement due to emojis used in digital marketing communications among Generation Z (Gen Z) in South Africa.

Following the descriptive research approach, quantitative research was used in this study. A questionnaire (self-administered) was utilized to test the effectiveness of using emojis among 1,000 young consumers. Structural equation modeling was used to test the hypotheses.

The findings of the study yielded positive relationships between the variables, namely between trust and involvement; involvement and the perceived ease of use; involvement and perceived usefulness; perceived ease of use and perceived usefulness; trust and customer engagement; perceived usefulness and customer engagement; involvement and customer engagement; customer engagement and intention to purchase; trust and intention to purchase; and perceived usefulness and intention to purchase.

This study can help organizations in emerging markets use emojis in their digital marketing communications to engage customers and stimulate intention to purchase among young people, especially the Gen Z cohort, who seek organizations and brands that understand and connect with them.

By investigating the effects of emojis in digital marketing communications, this study contributes to the customer-centric process and the literature on emoji usage while also involving a credible digital language when communicating with members of Gen Z. By extending TAM, the findings of this study contribute to the TAM literature by demonstrating that emoji usage in digital marketing communications positively influences various attitudinal associations among Gen Z consumers.

]]>
Customer engagement and intention to purchase attitudes of generation Z consumers toward emojis in digital marketing communications10.1108/YC-08-2023-1817Young Consumers2024-02-26© 2024 Rodney Graeme Duffett and Mihlali Maraule.Rodney Graeme DuffettMihlali MarauleYoung Consumersahead-of-printahead-of-print2024-02-2610.1108/YC-08-2023-1817https://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1817/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Rodney Graeme Duffett and Mihlali Maraule.http://creativecommons.org/licences/by/4.0/legalcode
Understanding digital consumer culture in Indonesia: a case study on youth community in Jakarta using an actor-network theory approachhttps://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1824/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to examine digital consumer culture and behavior in the community, namely, 180° Movement Digital Training Center (DTC), in Jakarta, Indonesia. It aims to describe the dynamics of digital consumer culture in contemporary society, particularly as experienced by the youth community in Jakarta in the context of socio-technology relations and incorporates it into the diagram of digital consumer culture network. This research uses a constructivist qualitative approach and socio-technical relation analysis through actor-network theory and digital consumer culture. The study finds that the individual model of digital consumption is constructed through the process of problematization, interessement, enrollment and mobilization of individuals. It generates a culture in which consumers are constantly up to date with high-intensity information, but within increasingly shorter timeframes, while also considering principles of affordability, needs, desires and satisfaction. The network of digital consumer culture construction among informants is peculiar and unstable. The study of digital consumer culture within the 180° Movement DTC community highlights how consumer behaviors of its members are facilitated and interconnected within a digital cultural network. However, this research is constrained by the dialectical interplay between Christian principles and the emerging values of consumer culture, a result of the scarcity of theoretical resources and information. This study also provides a specific contribution as a foundation for mapping the volatile digital consumer culture for researchers. Understanding the socio-technological relationships and consumption behavior of the youth community could help digital platforms tailor their services more effectively. It could also guide the 180° Movement DTC in developing programs that resonate with the youth, bridging the gap between the physical and virtual realms. Ultimately, this could lead to a more engaged and digitally literate society. This study contributes to a broader societal understanding of how digital technology is shaping consumer behavior and identity within youth communities, which can influence social dynamics and interactions. It provides insights into the potential social impacts of digital technology, such as changes in relationships, communication patterns and self-perception, informing societal discourse on digital culture. In addition to presenting socio-technological analysis on Indonesian consumer culture using actor-network theory, some also show that studies on digital connectivity ambivalence that concern the relationship between humans as actors and non-humans as actors have become one of the popular sociology studies at present.Understanding digital consumer culture in Indonesia: a case study on youth community in Jakarta using an actor-network theory approach
Jan Mealino Ekklesia
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to examine digital consumer culture and behavior in the community, namely, 180° Movement Digital Training Center (DTC), in Jakarta, Indonesia. It aims to describe the dynamics of digital consumer culture in contemporary society, particularly as experienced by the youth community in Jakarta in the context of socio-technology relations and incorporates it into the diagram of digital consumer culture network.

This research uses a constructivist qualitative approach and socio-technical relation analysis through actor-network theory and digital consumer culture.

The study finds that the individual model of digital consumption is constructed through the process of problematization, interessement, enrollment and mobilization of individuals. It generates a culture in which consumers are constantly up to date with high-intensity information, but within increasingly shorter timeframes, while also considering principles of affordability, needs, desires and satisfaction. The network of digital consumer culture construction among informants is peculiar and unstable.

The study of digital consumer culture within the 180° Movement DTC community highlights how consumer behaviors of its members are facilitated and interconnected within a digital cultural network. However, this research is constrained by the dialectical interplay between Christian principles and the emerging values of consumer culture, a result of the scarcity of theoretical resources and information. This study also provides a specific contribution as a foundation for mapping the volatile digital consumer culture for researchers.

Understanding the socio-technological relationships and consumption behavior of the youth community could help digital platforms tailor their services more effectively. It could also guide the 180° Movement DTC in developing programs that resonate with the youth, bridging the gap between the physical and virtual realms. Ultimately, this could lead to a more engaged and digitally literate society.

This study contributes to a broader societal understanding of how digital technology is shaping consumer behavior and identity within youth communities, which can influence social dynamics and interactions. It provides insights into the potential social impacts of digital technology, such as changes in relationships, communication patterns and self-perception, informing societal discourse on digital culture.

In addition to presenting socio-technological analysis on Indonesian consumer culture using actor-network theory, some also show that studies on digital connectivity ambivalence that concern the relationship between humans as actors and non-humans as actors have become one of the popular sociology studies at present.

]]>
Understanding digital consumer culture in Indonesia: a case study on youth community in Jakarta using an actor-network theory approach10.1108/YC-08-2023-1824Young Consumers2024-03-13© 2024 Emerald Publishing LimitedJan Mealino EkklesiaYoung Consumersahead-of-printahead-of-print2024-03-1310.1108/YC-08-2023-1824https://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1824/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellershttps://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1835/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThe purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the inter-relationship between Gen Z tourist’s perception of M-payment benefits, adoption behaviour, usage risk and future usage intention. The sample comprised Malaysian Gen Z individuals (n = 326) who had experience using M-payment methods while travelling outbound. Given the complex nature of the model and the goal to predict and explain relationships within Gen Z's M-payment usage, partial-least square-structural equation modelling was used to assess the study framework and test the proposed relationships. This study reveals significant influences on Gen Z tourists' behavioural intentions towards M-payment usage. Perceived benefits, performance expectancy, social influence and perceived trust positively impact behavioural intentions, while effort expectancy exhibits no significant effect. Furthermore, perceived trust is strongly influenced by perceived security, which also positively influences behavioural intentions. A mediated relationship is evident as trust mediating the effect of perceived security on behavioural intentions. This study’s findings contribute to understanding the intricate relationships influencing Gen Z's M-payment behaviour and underscore trust's pivotal role in mediating the security–behavioural intention relationship. This study is among the first to consider Mental Accounting Theory and the Unified Theory of Acceptance and Use of Technology as crucial underpinning theories in comprehending the intricate relationships that influence Gen Z travellers' perceptions and behaviours concerning M-payment systems.Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellers
Mohd Hafiz Hanafiah, Muhammad Aliff Asyraff, Mohd Noor Ismawi Ismail, Juke Sjukriana
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

The purpose of this study is twofold. The first objective is to identify the factors that affect Gen Z tourists' M-payment behaviour. Next, this study investigates the inter-relationship between Gen Z tourist’s perception of M-payment benefits, adoption behaviour, usage risk and future usage intention.

The sample comprised Malaysian Gen Z individuals (n = 326) who had experience using M-payment methods while travelling outbound. Given the complex nature of the model and the goal to predict and explain relationships within Gen Z's M-payment usage, partial-least square-structural equation modelling was used to assess the study framework and test the proposed relationships.

This study reveals significant influences on Gen Z tourists' behavioural intentions towards M-payment usage. Perceived benefits, performance expectancy, social influence and perceived trust positively impact behavioural intentions, while effort expectancy exhibits no significant effect. Furthermore, perceived trust is strongly influenced by perceived security, which also positively influences behavioural intentions. A mediated relationship is evident as trust mediating the effect of perceived security on behavioural intentions.

This study’s findings contribute to understanding the intricate relationships influencing Gen Z's M-payment behaviour and underscore trust's pivotal role in mediating the security–behavioural intention relationship.

This study is among the first to consider Mental Accounting Theory and the Unified Theory of Acceptance and Use of Technology as crucial underpinning theories in comprehending the intricate relationships that influence Gen Z travellers' perceptions and behaviours concerning M-payment systems.

]]>
Understanding the key drivers in using mobile payment (M-Payment) among Generation Z travellers10.1108/YC-08-2023-1835Young Consumers2024-02-21© 2024 Emerald Publishing LimitedMohd Hafiz HanafiahMuhammad Aliff AsyraffMohd Noor Ismawi IsmailJuke SjukrianaYoung Consumersahead-of-printahead-of-print2024-02-2110.1108/YC-08-2023-1835https://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1835/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwanhttps://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1844/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan. Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner. The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts. This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan
Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku, Aaron Tham
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.

Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.

The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.

This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.

]]>
Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan10.1108/YC-08-2023-1844Young Consumers2024-01-09© 2023 Emerald Publishing LimitedMei-Jung (Sebrina) WangEmmanuel Kwame OpokuAaron ThamYoung Consumersahead-of-printahead-of-print2024-01-0910.1108/YC-08-2023-1844https://www.emerald.com/insight/content/doi/10.1108/YC-08-2023-1844/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2023 Emerald Publishing Limited
Gen Z buying patterns: comparing the influence of professional advising and social media engagementhttps://www.emerald.com/insight/content/doi/10.1108/YC-09-2023-1871/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestThis paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in purchasing situations judged to be important. Young consumers consider themselves pet parents and pets represent an extension of self. Thus, pet-related products, by their importance, represent an excellent area of analysis for this inquiry. Data collection was completed in a way that is contextually relevant and gives the results ecological validity with the assistance of a major supplier of pet food. A total of 470 Gen Z owners of small companion animals were obtained. The partial least squares structural equation modeling testing method is considered appropriate for the model analysis due to the structure and homogeneity of the sample and due to the precision of the method. Results indicate that, in accordance with social media engagement (SME) theory, high SME elevated social commerce purchase intentions while professional advice seekers reported increased brick-and-mortar shopping. Thus, context-dependent, young consumers may purchase from brick-and-mortar sites. This paper draws on SME and Advice Response Theory and proposes an original model explaining channel selection preferences for young consumers based on the type of advice sought for important purchasing decisions. The model represents a steppingstone to investigate the mechanism that translates information search sources into buying through different channels.Gen Z buying patterns: comparing the influence of professional advising and social media engagement
Michael Stoica, Thomas M. Hickman
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

This paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in purchasing situations judged to be important. Young consumers consider themselves pet parents and pets represent an extension of self. Thus, pet-related products, by their importance, represent an excellent area of analysis for this inquiry.

Data collection was completed in a way that is contextually relevant and gives the results ecological validity with the assistance of a major supplier of pet food. A total of 470 Gen Z owners of small companion animals were obtained. The partial least squares structural equation modeling testing method is considered appropriate for the model analysis due to the structure and homogeneity of the sample and due to the precision of the method.

Results indicate that, in accordance with social media engagement (SME) theory, high SME elevated social commerce purchase intentions while professional advice seekers reported increased brick-and-mortar shopping. Thus, context-dependent, young consumers may purchase from brick-and-mortar sites.

This paper draws on SME and Advice Response Theory and proposes an original model explaining channel selection preferences for young consumers based on the type of advice sought for important purchasing decisions. The model represents a steppingstone to investigate the mechanism that translates information search sources into buying through different channels.

]]>
Gen Z buying patterns: comparing the influence of professional advising and social media engagement10.1108/YC-09-2023-1871Young Consumers2024-01-31© 2024 Emerald Publishing LimitedMichael StoicaThomas M. HickmanYoung Consumersahead-of-printahead-of-print2024-01-3110.1108/YC-09-2023-1871https://www.emerald.com/insight/content/doi/10.1108/YC-09-2023-1871/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumershttps://www.emerald.com/insight/content/doi/10.1108/YC-09-2023-1873/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestSocial media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers. Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement. Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands. The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers
Teresa Fernandes, Rodrigo Oliveira
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

]]>
Brands as drivers of social media fatigue and its effects on users’ disengagement: the perspective of young consumers10.1108/YC-09-2023-1873Young Consumers2024-02-23© 2024 Teresa Fernandes and Rodrigo Oliveira.Teresa FernandesRodrigo OliveiraYoung Consumersahead-of-printahead-of-print2024-02-2310.1108/YC-09-2023-1873https://www.emerald.com/insight/content/doi/10.1108/YC-09-2023-1873/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Teresa Fernandes and Rodrigo Oliveira.http://creativecommons.org/licences/by/4.0/legalcode
Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japanhttps://www.emerald.com/insight/content/doi/10.1108/YC-10-2022-1623/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestGeneration Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. The study further highlights the differences between Gen Z’s perception of convenience stores across three different regions – the USA, South Korea and Japan. This study conducted a series of in-depth, semi-structured interviews with 36 Gen Z participants from the USA (12), South Korea (11) and Japan (13). All interviews were first coded based on a preselected list of themes and were further coded with new themes that emerged from exploratory coding. Each regional cohort varied in terms of how they experienced and what they expected from convenience stores. US participants showed negative or utilitarian attitudes toward convenience stores, whereas South Korean participants had a positive, personal attachment to them. In comparison, Japanese participants had a relatively neutral attitude. However, all three groups showed a common preference for smart technology and health concerns surrounding convenience store foods. Convenience store chains should consider the cultural nuances when designing future services. The chains should further strive to remove the health concerns about the foods provided at the stores and design smart technologies that enhance user experience. The present study broadens the knowledge in this budding consumer segment where current research is limited. It further sheds light on the variance among Gen Zers across different cultural contexts.Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japan
Summer Dahyang Jung, Sahej Claire, Sohyeong Kim
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Generation Z will be the leading consumer group in the future. Using convenience stores, the study provides an in-depth analysis on Gen Z’s current experience and future expectations from retail stores. The study further highlights the differences between Gen Z’s perception of convenience stores across three different regions – the USA, South Korea and Japan.

This study conducted a series of in-depth, semi-structured interviews with 36 Gen Z participants from the USA (12), South Korea (11) and Japan (13). All interviews were first coded based on a preselected list of themes and were further coded with new themes that emerged from exploratory coding.

Each regional cohort varied in terms of how they experienced and what they expected from convenience stores. US participants showed negative or utilitarian attitudes toward convenience stores, whereas South Korean participants had a positive, personal attachment to them. In comparison, Japanese participants had a relatively neutral attitude. However, all three groups showed a common preference for smart technology and health concerns surrounding convenience store foods.

Convenience store chains should consider the cultural nuances when designing future services. The chains should further strive to remove the health concerns about the foods provided at the stores and design smart technologies that enhance user experience.

The present study broadens the knowledge in this budding consumer segment where current research is limited. It further sheds light on the variance among Gen Zers across different cultural contexts.

]]>
Gen Z consumers’ expectations for smart convenience stores in the USA, South Korea, and Japan10.1108/YC-10-2022-1623Young Consumers2024-01-30© 2024 Emerald Publishing LimitedSummer Dahyang JungSahej ClaireSohyeong KimYoung Consumersahead-of-printahead-of-print2024-01-3010.1108/YC-10-2022-1623https://www.emerald.com/insight/content/doi/10.1108/YC-10-2022-1623/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited
Food marketing to young adults: platforms and persuasive power in Canadahttps://www.emerald.com/insight/content/doi/10.1108/YC-11-2023-1902/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatestFood marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure. Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive). A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme. This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.Food marketing to young adults: platforms and persuasive power in Canada
Charlene Elliott, Emily Truman, Jordan LeBel
Young Consumers, Vol. ahead-of-print, No. ahead-of-print, pp.-

Food marketing has long been recognized to influence food preferences, consumption and health, yet little is known about the nature and extent of food marketing to young adults – especially with respect to their real-world encounters with food marketing and the appeals they find persuasive. This study aims to engage young adults to explore the persuasive power of food marketing and its platforms of exposure.

Participatory research with 45 young adults, who used a specially designed mobile app to capture the food marketing they encountered for seven days, including information on brand, product, platform and “power” (i.e. the specific techniques that made the advertisement persuasive).

A total of 618 ads were captured for analysis. Results revealed the dominance of digital platforms (especially Instagram, comprising 43% of ads), fast food and beverage brands (48% of ads) and the top persuasive techniques of visual style, special offer and theme.

This study uniquely draws from framing theory to advance the notions of selection and salience to understand food marketing power. It is the first study of its kind to provide a comprehensive look at the platforms and persuasive techniques of food marketing to adults as selected, captured and tagged by participants. It provides timely insights into young adults and food marketing to adults, including where it is encountered, the (generally unhealthy) brands and products promoted and how it is made meaningful.

]]>
Food marketing to young adults: platforms and persuasive power in Canada10.1108/YC-11-2023-1902Young Consumers2024-02-23© 2024 Emerald Publishing LimitedCharlene ElliottEmily TrumanJordan LeBelYoung Consumersahead-of-printahead-of-print2024-02-2310.1108/YC-11-2023-1902https://www.emerald.com/insight/content/doi/10.1108/YC-11-2023-1902/full/html?utm_source=rss&utm_medium=feed&utm_campaign=rss_journalLatest© 2024 Emerald Publishing Limited