Young Consumers

Purpose The purpose of this study is to examine young consumers’ financial behavior (e.g. saving) and pro-environmental behavior (i.e. reduced consumption and green buying) as effective proactive strategies undertaken in the present to satisfy materialistic values and maximize well-being. Design/methodology/approach The study is based on an online survey among a panel of young American adults (N = 968). Findings The study finds a positive effect of materialism on personal well-being and negative effects on financial satisfaction, proactive financial coping and reduced consumption, but no effect on green buying, a separate and distinct pro-environmental strategy. Both proactive financial coping and reduced consumption are positively associated with subjective well-being. Research limitations/implications Future research should re-examine conceptualizations of materialism in the context of climate change and the meaning of possessions in the global digital economy; studies could also ...

This text aims to present the general characteristics of the Internet and social media in Poland and Germany, taking into account the group of young consumers. Background to this
observation are the characteristic of young consumers, in particular their role in the market.
The purpose of the authors is also to show the role played by the Internet and social media in the market of young consumers.

A pénzzel kapcsolatos attitûdök és a materiális irányultság szerepe a pénzügyi kultúra fejlesztésében ÖSSZEFOGLALÁS: A gazdasági és pénzügyi válság tanulsága, hogy változtatni szükséges az eddigi pénzügyi kultúrán és fogyasztói szokásokon. Magyarországon -tekintve, hogy fiatal demokráciának számít -már korábban is számtalan felsõ szintrõl jövõ próbálkozás született abból a célból, hogy fejlessze a pénzügyi tudást és egészséges szinten tartsa az anyagias értékeket. Az eddigi kísérletek azonban csekély sikerrel jártak, mivel a lakosság pénzügyi kultúráját nem sikerült tovább bõvíteni, illetve megerõsíteni.

In their article, the authors examined the role of consumption (particularly that of fashion) in the life of young people, paying a particular attention to the process of personality formation and self-sustaining. They considered the dual model of consumption: as self-expression (individualistic consumption) and as a system of meanings enabling sustaining ties with social tribes (tribal consumption). There were presented results of surveys carried out among Wroclaw inhabitants concerning their shopping attitudes and orientations. The research material was constituted by 363 questionnaire-based surveys. The authors revealed that young people (aged 18-25 years) were more likely to “be distinguished” by consumption than elder consumers and, at the same time, they were involved in imitative consumption. They also accepted the expressive and “playful” functions of apparels and fashion. The practical implications of the research refer to the two types of marketing strategies: marketing of relationships and tribal marketing. What’s more, the authors indicate the necessity to consider the social consequences of “merchandised” culture towards the youth.

Purpose This study aims to understand the impact of rational and emotional appeals on children's attitude towards two public service announcements (PSAs) that promoted eating fruits and vegetables. Design/methodology/approach A mixed-methods study was conducted with children aged 8 to 11. A convergent parallel design was selected that comprised a questionnaire for the quantitative approach and a semi-structured focus group for the qualitative approach. Findings The results from the quantitative and qualitative phases converged, showing that both components (i.e. emotional and rational) play a significant role in children's preference towards an advertisement, but the emotional component appeared to be the preeminent. Research limitations/implications Future studies should use other social subjects and children of different age brackets from various countries to test whether they continue to prefer emotional appeals in advertising. Practical implications An understanding of which elements children prefer in PSAs will enable advertising campaigns and social marketing strategies with targeted approaches that respect children's tastes to be planned. Social implications A properly designed social advertisement could have important effects on disseminating useful information, changing or preventing unhealthy habits and adopting good practices in children. Originality/value Few studies have examined the effectiveness of PSAs, especially those targeted at children. This paper contributes to extend concepts from the commercial field of advertising directed to children to the field of social advertising. To date, this field has received little attention.

Purpose
The purpose of this study is to investigate the influence of environmental concern, perceived value, personal norms, and willingness to pay on generation Z’s purchase intention for recycled clothing.

Design/methodology/approach
The data were collected from five Indian universities. A total of 497 usable responses were analyzed. Confirmatory factor analysis was used for examining the validity and reliability of the scales. Further, the structural equation modeling was used to assess the relationship among the constructs.

Findings
Findings suggested that willingness to pay, environmental concern, perceived value, and personal norms influence generation Z’s purchase intention for recycled clothing. Willingness to pay, environmental concern, and perceived value were major predictors of purchase intention for recycled clothing.

Practical implications
This study holds much importance to the marketers of recycled clothing as it provides useful insights for formulating the appropriate promotional strategies. The study also contributes to the consumer behavior literature by addressing the existing research gap.

Originality/value
Most of the studies existing in this area have focused on the manufacturing side only except few which explored the consumption side of recycled clothing. Hence, the current study is an attempt to fill this research gap.

Purpose – Sport celebrities often endorse their team, their sport, and non-sports-related products. Increased idolizing of sport celebrities by adolescents is one artifact of this promotional practice. Although seemingly innocuous, adolescents who idolize sport celebrities may, as adults, come to worship such celebrities; this unhealthy obsession may afflict 10 percent or more of adults. If adolescent hero worship of sport celebrities is a gateway to this adult psychopathology, then alerting parents, as well as encouraging social responsibility among advertisers and sport teams/leagues, is critical. This paper aims to address the issues.
Design/methodology/approach – After a brief review of the literature on adolescent hero worship, the literature on the determinants and effects of celebrity worship are explored.
Findings – Once parents, advertisers, sport team/leagues are sensitized to the problem, adolescent hero worship of sport celebrities can be mitigated as a likely gateway to many adults’ unhealthy obsession with celebrities.
Research limitations/implications – Directions for future sport celebrity worship research are suggested.
Practical implications – The incidence of a potentially  psychologically damaging affliction can be reduced without harm to advertisers, sport teams/leagues, and athletes.
Social implications – Ways to reduce promotion-induced sport celebrity worship – without eliminating sport promotion per se – are suggested. Recommendations are targeted for sport-related and non-sport-related products as well as teams and leagues/conferences.
Originality/value – This paper is the first to suggest a link between adolescent hero worship of sport celebrities and psychologically dangerous celebrity worship by adults.

Purpose -The purpose of this paper is to identify the web experience elements that aid the interaction between the consumer and fashion garments online. Two elements have been identified, product viewing and fashion information online, and analysis of the effects of these elements and the influence they have on consumers' behaviour and decision-making process are explored. Design/methodology/approach -Qualitative data collection was employed utilising both photo-elicitation and projective techniques during in-depth interviews. Analysis of the elements is necessary to confirm how the cues are likely to affect the consumers' interaction and influence the consumers' shopping experience. Focus is placed on hedonic and utilitarian effects and purchase intentions towards fashion apparel investigating young consumers in reference to online retailing. Findings -It is evident from the interviews that the two elements create very different experiences for the consumer with regards to viewing fashion online, the first area identified functional product viewing, allows the consumer to personalise how they view and interact with the garment stimulating more utilitarian effects, whilst the second area, aesthetic fashion information is driven by the retailer providing advice and information about the garments stimulating hedonic effects. Online fashion retailers must sufficiently intertwine hedonic entertainment with practical utilitarianism to provide a satisfying online shopping experience. Originality/value -This research provides an examination into the complex area of interaction with garments online and its link to fashion-related consumer behaviour. This study makes an important contribution to the literature to date, and raises additional questions for future research.

Purpose-This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior. Design/methodology/approach-Based on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior. Findings-The main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that ''if the product is actually green or pretending to be green'' is high. When the postmillennials take the greenwashing perception into account, their environmental concern has...

Due to increased competition, locally as well as internationally, organizations need a distinguishing element that will keep consumers identifying and buying their product. This study employs to analyze the relationship between demographic variables on the brand preference and is identifying the attributes that affect the choice behavior of mobile hand set as well as why the young consumers give special emphasis to some particular factors in Chittagong metropolitan city. From the study we see that though both male and female respondents now using Nokia (57.92%) hand set but about 50.61% of male & 59.85% of female respondent choices Samsung mobile set as their most favorite brand to next purchase because of android operating system. We also see that both newspaper (39.82%) and television (36.18%) has a great influence over the respondents to choose the above mentioned mobile hand set as their favorite brand. About 67.16 % of respondents are willing to spend money more than Tk. 10,000 to get the test of latest features provided by the various mobile set companies.

Purpose This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior. Design/methodology/approach Based on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior. Findings The main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on...

Consumer behavior and factors affecting their buying behavior is one of the important issues in marketing and sales that many factors affect this process. Using celebrities as endorsers and their presence in advertisements is one of the effective factors in attracting customers. The present study investigated the effect of the apparent attractiveness of celebrities on the intention among young consumers. The answers of 410 Iranian young people, between 17 to 30 years, were collected and examined through the distribution of questionnaires on social networks. The Chi-Square test was used to examine the independence of the variables and the correlation coefficient was used to determine the type and direction of the relationship between the components. The results show that any physical attractiveness of celebrities is not significantly different in terms of gender between males and females and also showed that the physical attractiveness of celebrities has a positive and significant effect on the intention of young consumers to buy. The relationship between the questions and the type of celebrity impact on youth has also been investigated.

Purpose-The purpose of this paper is to examine certain aspects of the relationship between impulse buying and resulting cognitive dissonance in the context of spring break student shopping. Design/methodology/approach-The paper employs exploratory analysis utilizing a quantitative approach. The sample population was drawn from college students who went on shopping trips during their spring break. The survey instrument measures the cognitive dissonance construct and the impulsive trait, among other things. Because spring break shopping by students differs from typical adult shopping, some context specific nuances are also explored. Findings-The first hypothesis tested was that the level of cognitive dissonance resulting from impulsive buying would be significantly greater than that which occurred after a planned purchase. Additionally, informed by prior theory, it was expected that more impulsive individuals would experience a higher level of cognitive dissonance after an unplanned purchase than less impulsive individuals. However, the empirical data were found to directly contradict these hypotheses. Impulsive buyers seem to experience rather lower levels of cognitive dissonance than planned buyers. Likewise, when a typically non-impulsive buyer makes an impulsive purchase, the cognitive dissonance experienced by him is seen to be significantly higher than when a typically impulsive buyer makes such a purchase. These findings lead to a new theory, according to which, impulse buying behavior may be a coping strategy used to avoid discomfort associated with the possible disconfirmation of expectations. Originality/value-Understanding present generation college students' consumption-related behavior may give vital clues about the changing nature of consumption, as well as offering predictors for the consumption behavior of the adult population in the near future. In addition, by testing certain so far unexplored aspects of the relationship between impulse buying and cognitive dissonance, the paper enriches consumer research literature.

On the background of theoretical considerations and literature review, this article presents the results of the preliminary study of young consumers about their adoption of the Internet of Things (IoT)-treated as the emerging technology, creating a new quality of information technology usage, despite perceived costs and privacy concerns. The data for the analysis came from purpose sample of 223 young consumers from Eastern Poland via CAWI questionnaire. The primary goal of the research was to explore the adoption of IoT by young consumers in Poland regarding the level of adoption and factors explaining this phenomenon. The main analysis used univariate analysis of variance (UNIANOVA) and covariance-based structural equation modelling (CB-SEM). The current level of adoption of IoT by young consumers looks rather high (80% of respondents used at least one IoT-enabled device), although 78% of owners of IoT devices were not aware of Internet of Things concept. Study participants rather declared the usage of connected things recognised by connecting technology (Wi-Fi, Bluetooth), than the conscious usage of IoT. Among factors influencing IoT adoption the Performance expectancy and Habit constructs, as well as Personal innovativeness in the domain of information technology (PIIT), had an impact on Behavioural intention to use IoT. For some groups of devices, the gender impact was significant. Declared income, including lack of funds as the reason of not to use IoT, was not relevant as an explanatory variable.

ÖZET Tüketicileri, işletmeleri ya da aracı kurumları daha hızlı ve daha fazla miktarda satın almaya yönlendirecek dürtüleri harekete geçirmeye odaklı araçlardan oluşan tutundurma çabaları şeklinde tanımlanmakta olan satış geliştirme faaliyetlerinin tüketici satınalma davranışları üzerindeki etkileri araştırılmaktadır. Bu çalışmada da GSM şirketleri müşterilerinin büyük bir çoğunluğunu oluşturan genç tüketicilerin cep telefonu sektöründeki satış geliştirme faaliyetlerinin tüketicilerin satmalına davranışlarına etkileri incelenecektir. Çalışmanın örneklem kitlesini Selçuk Üniversitesi öğrencilerinden gsm şebekesi aboneleri oluşturmaktadır. Anahtar Kelimeler: Satın alma davranışları , satış geliştirme , gsm sektörü Alan Tanımı: İşletme Ekonomisi ve İşletme Yönetimi : Satış ve Pazarlama

Consumers carry mobile devices with them anytime, anywhere. So companies have to develop new marketing channels to reach their customers. Especially seeing the intense interest in social media by young people, marketers add the social media applications to their marketing strategies. Consumers who follow spotlight developments, technological developments and fashion are young consumers. Also young people are the consumers who are the most interested in mobile technologies too. For that reason, the purpose of this study is to identify the effect of the mobile social media on young consumers' consumption expenditure. For this purpose, a questionnaire was administered to university students. The results were analyzed with SPSS software.

This study provides insights into young consumers' responses to sustainable labels. Drawing on signaling theory, the article studies how third-party labels (TPLs) act and interact with company-level claims, trying to better understand their impact on young consumers' perceptions and willingness to buy (pay for) a chocolate bar. A between-subjects factorial experiment-conducted by manipulating third-party sustainable labels (presence/absence of the labels) and self-declared claims (absence of the claim, formal claim, and friendly claim)-was used to test: (a) the effect of TPLs and self-declared claims on consumers' perceptions, purchase intention, and willingness to pay, (b) whether this effect was mediated through the perceived credibility of the sustainability message, and (c) what kind of tone-of-voice adopted in the company's claim was more effective. Data were collected via an online survey among a sample of 315 consumers (age range: 18-39 years) in South Italy. We found that third-party labels, "alone" were not effective in influencing consumers' perceptions and willingness to buy/pay, while a self-declared claim, especially if characterized by a formal tone of voice, had a much more relevant impact. The combination of TPLs and self-declaration affected most consumers' willingness to pay when the copy claim was informal. The perceived credibility of the sustainability message mediated the relationships between self-declared claims and the majority of the dependent variables, while, with reference to the relationship between TPLs and dependent variables, it did not act as a mediator.

Purpose: This study was carried out in order to be able to evaluate the effects of intrinsic (quality, taste, smell, etc.) and extrinsic (brand, packaging, country of origin, etc.) characteristics in product preferences and quality perceptions and to understand the importance of brand trust as an extrinsic characteristic in preferences. Design / Methodology: In the study, the evaluations of the university students about the intrinsic and extrinsic characteristics of the cocoa hazelnut cream brands were investigated. In the experimental study with the participation of 50 students, the effects of the intrinsic and extrinsic characteristics on product preferences and quality perceptions were evaluated with the help of the blind and visibility tests applied to participants. Findings: As a result of the research, it was seen that participants changed their evaluations positively after seeing the brand, which they trust, regarding to the intrinsic characteristics evaluations that they have made without seeing the brand and the package and they diversified their perceptions positively regarding to the intrinsic characteristics for the brands that they trust and like the packaging. Research Limitations / Implications: The fact that the number of samples taken for the research in the experimental studies is not too high is a constraint • This work was presented as a paper at Uşak I. IASOS International Congress of Applied Social Sciences,2017/09/22.

Purpose -The aim of the research is to investigate how healthy and unhealthy foods (e.g., those of little nutritional value, but high fat and sugar content) are represented in televised advertising, analyzing the differences in persuasive strategies used to promote them.

Purpose Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which, by itself, directly affects attitudes toward luxury items. Design/methodology/approach The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling. Findings The results of the study suggest that teenagers’ social consumption motivations positively affect attitudes toward luxury. Originality/value The paper first explicitly examines the impact of peer pressure and popularity on attitude toward l...

Purpose: This study was carried out in order to be able to evaluate the effects of intrinsic (quality, taste, smell, etc.) and extrinsic (brand, packaging, country of origin, etc.) characteristics in product preferences and quality perceptions and to understand the importance of brand trust as an extrinsic characteristic in preferences. Design / Methodology: In the study, the evaluations of the university students about the intrinsic and extrinsic characteristics of the cocoa hazelnut cream brands were investigated. In the experimental study with the participation of 50 students, the effects of the intrinsic and extrinsic characteristics on product preferences and quality perceptions were evaluated with the help of the blind and visibility tests applied to participants. Findings: As a result of the research, it was seen that participants changed their evaluations positively after seeing the brand, which they trust, regarding to the intrinsic characteristics evaluations that they hav...

Młodzi konsumenci wobec wyzwań współczesnej konsumpcji w perspektywie rynku mody i teorii socjokulturowych Streszczenie W artykule zbadano rolę konsumpcji (szczególnie mody) w życiu młodych lu-dzi, zwracając szczególną uwagę na proces formowania i podtrzymywania jaźni. Rozważano podwójny model konsumpcji: jako ekspresji Ja (konsumpcja indywidu-alistyczna) i jako system znaczeń umożliwiający podtrzymywanie więzi ze społecz-nymi plemionami (konsumpcja plemienna). Zaprezentowano wyniki badań miesz-kańców Wrocławia dotyczące postaw i orientacji zakupowych. Materiał badawczy stanowiły 363 wywiady kwestionariuszowe. Odkryto, iż młodzi ludzie (w wieku 18-25 lat) byli bardziej skłonni do "wyróżniania się" przez konsumpcję niż starsi konsumenci, a jednocześnie angażowali się w konsumpcję naśladowczą. Akcepto-wali także ekspresywne i "zabawowe" funkcje ubrań i mody. Praktyczne implikacje badania nawiązują do dwóch typów strategii marketingowych: marketingu relacji i marketingu plemiennego. Co więcej, wskazuje się na konieczność przemyślenia społecznych konsekwencji utowarowionej kultury wobec młodzieży. Słowa kluczowe: konsumpcja symboliczna, młodzi konsumenci, moda, tożsamość, plemienność. Kody JEL: D11, D12, M31 Między indywidualizmem a plemiennością Na współczesnych konsumentów możemy spojrzeć z co najmniej dwóch punktów wi-dzenia. Po pierwsze, jako na poszukiwaczy i twórców tożsamości osobistej, którzy za po-średnictwem rynku jako znaczącego źródła mitycznych i symbolicznych zasobów konstru-ują narracje tożsamości, fabrykują spójne czy zróżnicowane i często sfragmentaryzowane poczucie jaźni, nierzadko odgrywając przy tym przypisane im scenariusze dopasowując swoje tożsamości do imperatywów globalnego konsumeryzmu (ujęcie indywidualistyczne). Po drugie, konsumenci są traktowani jako producenci kultury (a nie tylko jej nosiciele), tworzący uczucia społecznej solidarności i ustanawiający odrębne, dobrowolne, a czasami chwilowe kulturowe światy przez poświęcanie się wspólnym konsumpcyjnym zaintereso-waniom (problematyka subkultur, nowoplemion jako współczesnych, opartych na wolnym wyborze, wspólnot stylu życia) (Arnold, Thompson 2005; Cova 1996; Kacprzak-Choińska 2011).Tendencje indywidualistyczne i trybalne znajdują wyraz na współczesnym rynku mody, która jako zjawisko kulturowe, zasadza się na łącznym występowaniu procesów dy-ferencjacji i naśladownictwa. Simmel pisze, iż moda, to "naśladownictwo danego przykła-du, zaspokajające pragnienie adaptacji społecznej: wiedzie jednostkę drogą, którą podróżu

Purpose This research aims to shed greater light on millennials’ green behavior by examining four psychographic variables (selfless altruism, frugality, risk aversion, and time orientation) that may be relevant to millennials’ motives to engage in environmental activities. Design/methodology/approach Data were collected from a sample of younger millennials (n = 276; age = 18 to 30) using a self-administered questionnaire. The data were then analyzed using structural equation modeling (SEM) technique. Findings Overall, the results of the study reveal that rational and self-oriented rather than emotional and others-oriented motives lead millennials to act pro-environmentally. Practical implications The findings of this study have implications for environmental advocates, policymakers and green marketers. For instance, the findings suggest that environmental regulators and lawmakers should continue their efforts to provide economic incentives to encourage pro-environmental purchases am...

U današnjem društvu korištenje društvenih mreža je postalo neophodna svakodnevna aktivnost. Društvene mreže definira interaktivnost, povezanost i sadržaj kojeg stvaraju korisnici. Njihovim razvojem promijenio se način na koji svijet komunicira, stoga su važan komunikacijski alat za stvaranje, dijeljenje i širenje informacija kako za poduzeća tako i za potrošače. Utjecaj društvenih mreža najznačajnije je promijenio živote mladih ljudi. Poznata je činjenica da mladi ljudi provode najviše svog vremena na društvenim mreža i njihov „stvarni“ život je isprepleten s njihovim online životom. Pomoću njih komuniciraju sa svojim prijateljima, dijele važne trenutke iz svog života s ostalima, dobivaju informacije i prate trendove te donose odluke na osnovu onog što vide na društvenim mrežama. Društvene mreže su moćan alat koji može utjecati na i oblikovati stavove ljudi. Stav je naučena predispozicija pozitivnih ili negativnih reakcija na ljude, objekte ili ideje. Cilj ovog rada bio je istražiti...

Purpose The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of young consumers’ online purchase behaviour. Design/methodology/approach Data were collected through online surveys targeting young online shoppers in Australia and the USA. A multi-group structural equation modelling was used to test the proposed structural model and hypotheses. Findings The model shows a good fit with the data. Young consumers in Australia and the USA have positive attitude towards online shopping that significantly affects their online purchase intentions. Social motive negatively impacts online purchase intentions in the Australian sample. Escapism and value motives positively affect Australian and American young shoppers’ online purchase intentions. Young consumers in Australia and the USA are very familiar with the online shopping process. The familiarity strongly triggers their ...

The article focuses on identifying shopping intention within e-commerce and m-commerce among Polish young consumers (aged 15−24 years) and personal factors (attitude and gender) which differentiate it. Based on surveys carried out among 383 students from Kraków, the authors collected data which were statistically analysed (ANOVA). The results show a greater propensity to make a purchase by young consumers in the context of e-commerce. The intention to do shopping online (e-commerce and m-commerce) is dependent on the attitude towards these channels. Gender, on the other hand, differentiates only variables related to e-commerce.

The study presents the results of a research aimed to determine the assessment of informal sources of information on the Internet by young consumers (aged 15 to 24 years). The swomystemati-zation of literature regarding the search for information made it possible to identify the variables which were used as evaluation factors. The research shows that gender, the extent of the use of the Internet to search for information in the process of purchasing, and the prior use of informal sources diversify this assessment. This, however, is connected with the impact of a particular source on purchasing decisions. SŁOWA KLUCZE: WOM, młodzi konsumenci, nieformalne źródła informacji, poszukiwanie infor-macji przez konsumentów, wiarygodność źródeł KEY WORDS: eWOM, young consumers, informal sources of informa on, consumer search for in-forma on, source credibility Wstęp Sposób, w jaki konsumenci poszukują i wykorzystują informacje w procesie za-kupowym, jest złożonym zjawiskiem i – pomimo długiej tradycji badań – nie do koń-ca poznanym 1. Ekspansja Internetu zwiększyła możliwości poszukiwania informacji

The present global economic and financial crisis calls for radical changes in the traditional theories of financial culture and consumer behavior. In the case of Hungary where democratic values and traditions are relatively recent, policy makers and financial experts have beenexpanding enormous efforts to cultivate a financial and material culture among Hungarian nationals with moderate success. Recent research indicates that studying emotions may be beneficial for developing adequate financial skills and competencies as well as adaptive materialistic values. The purpose of the current paper is to analyze the role of emotions in materialistic and monetary approaches of individuals. Through emphasizing the emotional aspects of consumption, we discuss ways in which emotions may influence consumer socialization and corresponding attitudes. Based on potential trends revealed, recommendations and future directions are discussed.

Keywords: consumer socialization, financial culture, money attitude, materialism, emotional regulation

Purpose This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior. Design/methodology/approach Based on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior. Findings The main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on...

Purpose Understanding how consumers learn about consumption and are socialised as consumers is critical to developing marketing strategies throughout the family lifecycle. Central to current conceptions of consumer socialisation is the idea that individuals make decisions as outcomes of previous socialisation processes. However, socialisation takes place in the meso-level social setting and we need to understand how these meso-systems interact when it comes to consumption. Based on consumer socialisation theory, this paper establishes how consumer knowledge is transferred among family members in multi-generational families. Design/methodology/approach Using a social system design and dyadic analysis, we tested knowledge transfer and consumer socialisation agency in multi-generation families in Vietnam, yielding a sample size of 654 individuals and 218 families. Findings The authors demonstrate the role of consumer socialisation agency on consumer knowledge transfer between people within families. The study illustrates that where knowledge is limited family related services and household products will be jointly considered within the family. Research limitations/implications This study was undertaken within a single country setting but the technique and findings have wider implications for collectivist family decision making in other settings. The limitations of cross-sectional research are acknowledged; the method specifically overcomes issues with self-reported measures by collecting data from multiple people within the social system. Practical implications Our findings suggest that consumer knowledge and learning is bi-directionally transferred through consumer socialisation agency. In complex new market situations, marketers can target the social system and ensure that knowledge will be transferred between members. Originality/value Social system design and dyadic analysis have not previously been used to examine meso-level consumption settings. The results provide unique understanding of consumer learning in social settings.

Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Gen...

... In conclusion, demographic factors such as education levels and type of majors have been ... However, education level has an influence on Islamic banking and unit trust products only. ... Bell, SJ, Eisingerich, AB (2007), "The paradox of customer education: customer expertise and ...

Purpose Peer pressure and popularity are important issues for teenagers, potentially affecting teenagers’ attitudes toward luxury products. In turn, peer pressure and popularity can potentially be affected by self-concept clarity (how clearly teens view themselves). The authors empirically aim to investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which, by itself, directly affects attitudes toward luxury items. Design/methodology/approach The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling. Findings The results of the study suggest that teenagers’ social consumption motivations positively affect attitudes toward luxury. Originality/value The paper first explicitly examines the impact of peer pressure and popularity on attitude toward l...

Purpose In the context of fashion brands on Instagram platform, this study aims to investigate the impact of age on the relationships between informative, interactive and trendy social media marketing (SMM) activities, customer brand engagement (CBE) and brand loyalty. Design/methodology/approach A quantitative method was used to collect and analyses the data and to test the conceptual model. In total, 241 usable questionnaires were collected and analyzed using structural equation modeling and multi-group moderation analysis. Findings The results of this study demonstrate that informativeness of SMM activities relates positively and significantly to CBE in all age groups. However, the strength and the significance of interactive and trendy social media activities differ between age groups. Research limitations/implications This study used only two age groups of college students to answer the research questions. Despite that tech-savvy millennials and generation Z are highly engaged ...

Purpose-The purpose of this paper is to examine the influence of marketing communication factors (specifically advertising viewing and responses to marketing promotions) as well as social influence factors (specifically influences from peers and media celebrities) on adolescents' endorsement of materialistic values in Singapore. As the Asian culture is said to be collective when compared with the Western culture, it is expected that social relations, both personal and celebrity-mediated, play an important role in the establishment of consumption values. Design/methodology/approach-A survey of 190 high school students aged 13 to 18 was conducted using a structured questionnaire. Constructs were measured using established scales. Findings-Imitation of media celebrities and perceived peer influence were positive predictors of materialistic consumption values while marketing communication factors were not significant predictors. Research limitations-The data came from a convenience sample of one high school and may not be representative of adolescents in Singapore. Practical implications-Desires to place restrictions on advertising exposure in order to decrease the level of materialistic values among children and adolescents are quite prevalent in many

Purpose This study aims to examine adolescents’ (between 12 and 18 years) perceptions of their knowledge and skills related to advertising (i.e. dispositional advertising literacy). More specifically, adolescents’ beliefs about their recognition and understanding of advertising (cognitive facet), their emotional reaction to advertising (affective facet) and their moral evaluation of advertising (moral facet) were investigated together with their beliefs about the way they resist advertising. Design/methodology/approach A large-scale survey was conducted, taking information from 2,602 adolescents between the ages of 12 and 18 years. Findings The findings show that adolescents believe they can recognize advertising reasonably well and have a moderate understanding of it. They tend to be negative toward advertising, perceive it as an unfair practice and claim to resist it strongly. In addition, adolescents’ self-reported moral and affective advertising literacy positively affect advert...

ABSTRACT Purpose This paper presents the findings of a survey into attitudes towards the environment and the pro-environmental behaviors of young adults in Vietnam. Design/methodology/approach An online survey was administered to university students in Vietnam’s two most populous cities, Ha Noi and Ho Chi Minh City in Vietnam (N = 391). Findings The results suggest that environmental considerations are not taken into account in young Vietnamese adults’ purchase intentions. This is more evident in expressive purchases, but also in to some degree in utilitarian purchases. Practical Implications For the marketers of environmentally friendly products this represents at least two key challenges: first, to try to shift the attitudes of young adult consumers towards thinking of environmental friendliness as an attractive characteristic and status-filled activity for potential expressive purchases. Second, making environmentally friendly alternatives of expressive goods more visible and more widely available in Vietnam. Social Implications Non-government organisations and governments seeking to protect the environment need to consider this unique dynamic in social marketing campaigns in order to increase the desirability of pro-environmental product choices and other pro-environmental behaviours. Originality/value This paper examines pro-environmental behaviours and intentions of young adults in Vietnam for the first time. The paper establishes that self-expression is more important than the environment, and it is also evident that these young consumers are still vulnerable to perceived social pressure when it comes to expressing themselves. http://dx.doi.org/10.1108/YC-06-2013-00383

Due to the ease of access to the Internet, children more often become the recipients of the content placed therein. They are a specific group of Internet users due to their development conditions, which in contact with persuasive content, often not directly addressed to them, raises doubt. The importance of development conditions was often analysed in relation to the understanding and the child's response to the content placed in traditional media. The development of the advertising market makes it necessary to update knowledge in this area. The study is an attempt to systematize the issues raised in the literature regarding the reception of online marketing communication by children (under 12 years of age). The literature review helped to identify the basic principles of construction of selected communication activities (e.g. websites dedicated to children), including competence development of children. Moreover, the attention was paid to the problems that may occur in the reception of persuasive messages on the Internet by children, including in the context of the model of knowledge about persuasion.

In recent years, developments in internet technology and especially starting to use the internet in daily life as mobile, has led to the emergence of a new communication media. This communication media is combined under the name of social media in general. Social media is an interactive environment that people can share information, opinion, appreciation or what they want in any time. So especially young people give attention to social media very much. Because of this reason, in this study, it has been investigating universty students' usage habits and usage aims of social media. For this, it has been applied a survey to students who are scholar at Abant İzzet Baysal University, Gerede Campus. The results of the survey have been analyzed SPSS software. At the end of the study, it has been concluded that undergraduate students use social media very intensely. And it has been concluded that the usage habits of students affect their usage aims of social media.

Postrzeganie wybranych niestandardowych form komunikacji marketingowej w Internecie przez młodych konsumentów Wstęp Upowszechnienie się nowych mediów, zwłaszcza Internetu, wymusiło nowe podejście do zasad planowania działań promocyjnych 1 . Przyczyniło się też do konieczności systematyzacji i uzupełniania wiedzy dotyczącej form komunikacji marketingowej oraz reakcji nabywców na nie w nowych warunkach. Zgodnie z koncepcją zintegrowanej komunikacji marketingowej wskazane jest adaptowanie technologii komunikacyjnych do prowadzenia dialogu z klientem, co wymaga weryfikacji reguł doboru narzędzi komunikacji marketingowej uwzględniając nowe możliwości oraz zmieniające się oczekiwania adresatów. Zasadne wydaje się uzupełnianie wiedzy w odniesieniu do konkretnych grupy docelowych, których preferencje i reakcje na formy komunikacji marketingowej mogą się znacząco różnić 2 . Stąd też w opracowaniu skoncentrowano się na młodych konsumentach (w wieku od 16 do 24 lat). Przyjmując zgodnie z założeniami zintegrowanej komunikacji marketingowej, że zastosowanie konkretnych działań promocyjnych wiąże się z ich konsumencką oceną, postanowiono podjąć próbę określenia percepcji niestandardowych form komunikacji marketingowej, ograniczając badanie do dwóch rodzajów działań w Internecie: marketingu wirusowego i advergamingu. Realizacja celu wymagała badań ankietowych oraz wykorzystania technik statystycznego opisu zależności.

Purpose – The purpose of this paper is to draw on data from 16 interviews (two each with eight women) to explore some of the ways in which everyday shopping may change as women become mothers. The meanings, practices and implications of the transition to motherhood have long been a topic for sociological inquiry. Recently, interest has turned to the opportunities offered by this transition for the adoption of more sustainable lifestyles. Becoming a mother is likely to lead to changes in a variety of aspects of everyday life such as travel, leisure, cooking and purchase of consumer goods, all of which have environmental implications. The environmental impacts associated with such changes are complex, and positive moves toward more sustainable activities in one sphere may be offset by less environmentally positive changes elsewhere. Design/methodology/approach – This paper draws on data from 16 interviews (two each with eight women) to explore some of the ways in which everyday shoppi...