Young Consumers: Volume 25 Issue 2

Influence of return convenience on young buyers’ repurchase intentions

Waqar Ahmed, Sehrish Huma, Syed Umair Ali

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…

Two roads diverge in cyberspace: dual but opposing social media pathways affecting teens’ well-being

Kristin Stewart, Glen Brodowsky, Donald Sciglimpaglia

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…

Beyond labels: segmenting the Gen Z market for more effective marketing

Joeri Van den Bergh, Patrick De Pelsmacker, Ben Worsley

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…

“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media

Ulla-Maija Sutinen, Roosa Luukkonen, Elina Närvänen

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…

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

Electric cars (EC) adoption represents a strategic action aimed at promoting environmental sustainability. Although Millennials and Gen Z represent the greatest potential market…

Exploring social influence effect on mobile marketing behaviors of young consumers in the USA and Mexico

Adesegun Oyedele, Emily Goenner

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

What marketers of after-school educational services and educators can learn from children’s perceptions of intelligence

Kara Chan

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…