Emerald | Young Consumers: Insight and Ideas for Responsible Marketers

Editorial

Brian Young — 2012-03-09 00:00:00.0

Abstract

Not available.

Environmentally friendly parenting: Are cloth nappies a step too far?

Louise Pendry, Avril Mewse, Carole Burgoyne — 2012-03-09 00:00:00.0

Abstract

Purpose - The present research investigated parental attitudes towards using either cloth or disposable nappies, to better understand whether and how pro-cloth initiatives might impact parental decisions.Design/methodology/approach - Focus groups were conducted with both cloth and disposable nappy users to gain a better understanding of the factors that underlie their choice. Interviews were analyzed using Thematic Analysis. Findings - Parents using disposable nappies believed they were marketed as offering a popular, efficient, healthy, good value system. They acknowledged the environmental impact but rationalised this by referring to (a) the equivocal nature of these consequences, and (b) the ability to off-set this by engaging in other pro-environment behaviours. Parents choosing cloth nappies did so initially because they were more environment-friendly and cost-effective and disposables were disliked. Once using cloth, parents noted additional benefits: performance, fashion, formation of bonds with other users, and getting a buzz out of using them. This reinforced their reasons for continued use.Practical implications - Cloth nappies are unlikely to gain mass appeal, but findings suggest a bigger take up if parents are better informed, and subsidies are provided to reduce set-up and laundering costs to tackle the ‘ease of use’ barrier. The positive aspects of cloth nappies should be better promoted.Originality/value - This paper, the first to report on parental attitudes and decisions regarding both nappy types, could inform public policy and marketing decisions.

ENCOURAGING BRAND LOYALTY IN FICKLE GENERATION Y CONSUMERS

Violet Lazarevic — 2012-03-09 00:00:00.0

Abstract

Purpose - Purpose The paper argues that marketers need to create a congruency between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment.Design/methodology/approach - Design/methodology/approach A cohesive review of generation Y consumer literature forms the basis of theoretical propositions and a conceptual model which suggests ways to increase generation Y brand loyalty.Findings - Findings Findings suggest that existing marketing tools such as integrated marketing communications and branding can be used in new ways to increase the perceived congruence between the generation Y consumer and the brand. This is necessary for creating a relationship with the brand leading to increased brand loyalty. Research limitations/implications - Utilising a generational approach does not allow for individual differences amongst consumers. Additionally, some products/brands may be better suited to smaller more homogenous segments of generation Y. Practical implications - Practical implications The paper is important for marketers by indicating key focus areas for influencing brand loyalty of generation Y consumers. In particular, this paper gives marketers insight into how congruency between their brand and generation Y consumers can be created through value similarity and celebrity endorsement leading to relationship development. Originality/value - Originality/value This paper fills gaps in the literature regarding how to influence brand loyalty from fickle generation Y consumers. Furthermore, the paper highlights the key differences of the generation Y cohort and how marketers need to change their approaches in terms of marketing communications and branding to increase the perceptions of congruence and build a relationship between the generation Y consumer and the brand, leading to increased brand loyalty.

Self-Control and Perceived Physical Risk in an Extreme Sport

Dwane Hal Dean — 2012-03-09 00:00:00.0

Abstract

Purpose - A recent discovery related to risk behavior is the finding that neurobiological development of impulse control in young people greatly lags that of cognitive evaluation of risk. This suggests that self-control could be an important variable in risk perception. The goal of the present study was investigation of the relationship between self-control and perceived physical risk to self in off-road motorcycling. Design/methodology/approach - Consistent with the age range in which the developmental lag between impulse control and cognitive evaluation of risk occurs, a sample of subjects aged 18-24 was chosen. All respondents reported at least some experience in off-road motorcycling. Subjects filled-out paper and pencil questionnaires addressing perceived physical risk to themselves, level of experience in the sport, relative skill, expected fun, level of self-control, and estimated risk for an average other participant in dirt-biking. Findings - Self-control exhibited a significant, inverse correlation with perceived risk to self, and this variable had a significant negative regression coefficient in multiple regression predicting risk to self. Also, self-control was found to have little correlation to other predicting variables, suggesting that it exerts a relatively unique influence on risk to self. Research limitations/implications - Data were not collected within a field setting and respondents did not experience the vibrancy of emotions of the live sport or the social influence of other bikers. This may have diminished the effects of these factors on perceived risk. Practical implications - A non-significant correlation was found for skill and perceived risk to self, suggesting that prospective participants in the sport might not let their initial lack of skill deter them from the activity. Additionally, expected fun increased with increasing experience, suggesting that participants are self-motivated to repeat the activity. Originality/value - Self-control has received almost no attention as a factor influencing perceived risk in sport. Findings from the present study suggest that this variable has a strong influence, at least in young people.

Investigating Relationships between Adolescents’ Liking for an Apparel Brand and Brand Self Congruency

Jongeun Rhee, Kim K. P. Johnson — 2012-03-09 00:00:00.0

Abstract

Purpose - Our purpose was to examine how adolescents’ self-concept and brand image congruency is are related to their level of liking for an apparel brand. We also examined whether this relationship varied depending upon adolescents’ gender and identity development.Design/methodology/approach - Self-image congruency theory was used to investigate whether adolescents’ liking for an apparel brand was related to perceived congruency between aspects of self-concept and apparel brand. Male and female adolescents (n = 140) between 14 and 18 years of age participated.Findings - Adolescent consumers liked apparel brands that they linked to their ideal social self-concept. This connection was particularly strong for male adolescents with less established identities. Research limitations/implications - Adolescents liked an apparel brand when they reported a link between the brand and ideal social self-concept. These adolescents may have used apparel brands to shape the views others formed of them. Originality/value - Many questions concerning the basis for adolescents’ apparel brand preferences have not been answered. Our research documents how male and female adolescents use branded apparel products in relation to their identity development status.

Decision-making Styles of Young consumers in Bosnia and Herzegovina

Ivan-Damir Anic, Edo Rajh, Arnela Bevanda — 2012-03-09 00:00:00.0

Abstract

Purpose - This study investigates decision-making styles of young consumers in Bosnia and Herzegovina. It tests the applicability of Sproles and Kendall’s (1986) Consumer Style Inventory (CSI). The paper segments young consumers based on their decision-making styles (CDMS), profiles consumer segments, and explores differences in gender and household income among segments.Design/methodology/approach - Data were collected by means of a self-administered survey. The sample consists of 600 young consumers from 18-24 years of age, students from two large universities in Bosnia and Herzegovina. Data were analyzed using exploratory and confirmatory factor analysis, Cronbach’s alpha coefficients; K-means cluster analysis, Chi-square test, and two-proportion z-test.Findings - Factor analysis identified twenty items and six CDMS factor solution. The results further indicate that young consumers in Bosnia and Herzegovina might be classified in five segments according to their decision-making styles. Young males were shown to be impartial, middle ground consumers, while females were more hedonistic-oriented consumers. There were no significant differences in household income among segments.Originality/value - The paper provides an empirical evidence of applicability of Sproles and Kendall’s (1986) CSI instrument in the case of young consumers in developing transitional economy. The study shows that CSI instrument might be used as a tool for segmenting and profiling young consumers in Bosnia and Herzegovina, and thus it enriches CDMS literature.