For young people, consuming is an act of constructing identity, where goods, services and styles are important parts of signifying who they are. Our study focuses on young people who are living in ...restrictive environments, such as special boarding schools. They have been placed there because of social and educational reasons. Although aspects of education and health of young people in out-of-home care have been studied, their consumer behavior has been given limited attention. Our study shows that young people openly report the use of addictive substances such as cigarettes, alcohol, drugs as well as gambling. They also build up their consumer identity by appreciating symbolic goods, such as clothes, music and sport. Spending on expensive clothes serves their favorable self-image. The fact that the schools provide all their essential needs makes the learning of consumer skills challenging although the schools reinforce management skills such as planning the use of money. Young people struggle with their identities at the borders of their school environment (i.e. education, school discipline) and the temptations of consumer culture. Even if they manage to break their damaging life path, they will be consumers throughout their life, meaning their consumer skills need to be strengthened by special education.
•Young people openly report the use of addictive substances (i.e. cigarettes, alcohol, drugs).•Young people build up their consumer identity by appreciating symbolic goods.•Spending on expensive clothes serves their favorable self-image.•The schools make the learning of consumer skills challenging.•The schools also reinforce management skills such as planning the use of money.
Knowing the behaviour of consumers is essential for all types of companies, including meat companies. For this purpose, academia is an ally of industry, and analysing scientific production seems ...crucial for conducting future research. Therefore, this study aimed to carry out an exhaustive review of the literature, relying on both descriptive and bibliometric analyses, the latter being through the application of clustering techniques by simple centres. The main results and conclusions are as follows: (1) consumer perceptions, behaviours and attitudes towards food are the main focus of research in this area; (2) the ingredients and additives of meat products are the main concerns in the industry regarding such products; (3) sausages are the dominant meat product; (4) and pork, as well as other types of meat, fall under the generic umbrella term meat. Furthermore, there is a lack of studies considering age, sex and income cohorts. Such lack might have led to finding consumer behaviour and the welfare of animals not significant despite the presupposed positive correlation. The main limitations for researchers are around the availability of budgets and the existence of trade secrets.
The sensory qualities of Taiwanese teas are evaluated by the experts from the Tea Research and Extension Station (TRES) at tea competitions held annually. The prices of Taiwanese teas are also ...influenced by the results of these tea competitions. However, a tea winning an award and having a high sensory quality and price does not mean that it is liked by Taiwanese consumers. The check all that apply method (CATA) is a scientific method of sensory evaluation. It is able to evaluate the sensory characteristics with consumers and is cheap and time-saving. Twelve samples of γ-aminobutyric acid (GABA) Oolong tea made by the Taiwan Tea No. 12 cultivar were selected from the first Taiwanese GABA tea competition in 2020. The aim of this research was to study young Taiwanese consumers’ acceptability for GABA Oolong tea infusions, and their opinions towards the sensory qualities of teas through questionnaires composed of CATA questions and hedonic scales. Based on the results, the CATA method identified 21 important descriptive terms for GABA tea that were selected by over 20% of consumers. It was found that the consumers like GABA Oolong teas with 13 specific sensory characteristics, but dislike the ones with another 6 specific sensory characteristics. We conjecture that the different process of tea production will affect consumers’ preference for GABA Oolong tea. Overall, GABA Oolong tea has the same delightful sensory characteristics as traditional Taiwanese specialty Oolong teas, and is liked by the young Taiwanese consumers.
The dynamic changes on the market make it necessary to undertake marketing activities that are tailored to the expectations of customers. The wide availability of the Internet and the opportunities ...it creates, on the one hand, open up space for new forms of reaching customers, and on the other hand, expand the market of competitors to global companies. In order to ensure a stable position in the online space, companies should take actions that allow them to build e-loyalty determined by factors such as: trust, satisfaction, and commitment. For this, it is necessary to know the target group to which the actions are to be directed. The aim of the article is to identify the impact of selected online communication tools on the strength e-loyalty between a young consumer and the company and to verify the changes that have occurred in this area in the last 5 years. The article is divided into theoretical, methodological and empirical parts. The empirical part presents the results of research conducted among young people aged 15-24. The research was conducted in 2016 and in 2021 using the CATI and PAPI method, in the West Pomeranian Voivodeship in Poland. The sample size was in 2016 n = 502; in 2021 n = 472. The obtained results indicate a significant change in the impact of the tested online communication tools over 5 years. This differentiation is visible both in the definition of e-loyalty by young consumers, and in the strength and direction of the impact of the studied constructs. This achievement emphasizes the need to conduct systematic research among representatives of the young generation, whose preferences and expectations regarding the company’s online activities are changing dynamically.
Purpose
– The purpose of this paper is to develop an approach at defining a retail channel strategy applied to young consumers.
Design/methodology/approach
– The authors use a qualitative study that ...adopts the consumer perspective and employed an investiga-tive channel-scan approach based on two scenarios applied to 12 retailers selling childrenswear. The authors studied 139 flows between all the channels and explored the retailers’ child orientation.
Findings
– The paper revealed that the channel configuration and integration of retailers showed a di-versity of approach leading us to distinguish eight different retail channel strategies. It also appears that there is limited evidence of a specific selling channels designed for children by retailers in selling products aimed at the child market.
Research limitations/implications
– This study contributes to the retail marking literature by showing evidence of child orienta-tion in channel management. Nevertheless, the results show the need for future research to understand the causes and effects of channel child orientation and the way it contributes to the retail channel strategy.
Practical implications
– The findings have practical implications for retailers by providing a framework to help them in their decision-making regarding retail channel strategy. It also sheds new light on the con-tribution from young consumers in retail channel strategy.
Originality/value
– The contribution of this paper is to explore the combined perspective of configuration and integration of the channel-to-market as part of the retail channel strategy. The paper also provides evidence of child orientation in retail channel strategy when retailers selling prod-ucts for children are concerned.
Young consumers hold an iconic position in post-industrial cultures. In spite of youth idealization in consumer culture, we know little of how youth is situated in everyday interactions in service ...culture. In our study, we focus on age-related power structures in service encounters. We argue that customer service interaction is built on the norm of an adult order; that is, to achieve an appreciated position as a customer, young people are required to act like ‘middle-aged’ consumers. To gain recognition, young consumers use resistance tactics: They create co-performing teams together with adults and modify their own performance towards adulthood by masking signs of youth. The findings suggest that young people may also resist the dominant adult order; laughter and smiling express a strategy that re-positions adults into a less powerful position in the service environment. The study shows that young and adult categories in service interaction are constantly under re-negotiation.
Purpose
This study aims to examine and compare ethical perceptions between genders on various potentially unethical consumer situations in Indonesia and Thailand.
Design/methodology/approach
A survey ...was conducted by distributing self-administered questionnaires to a convenience sample of university students in two large cities in Indonesia and Thailand. There are 278 respondents in Indonesia 158 participants for Thailand. Most respondents aged between 18-24 years.
Findings
Indonesian youths were found to believe that “passively benefiting”, “questionable action” and “downloading” are more unethical than Thai youths do. The relationship between gender and consumer ethics is not consistent in Indonesia and Thailand. Female youths in Indonesia tended to be more ethical in four out of seven dimensions of Consumer Ethics Scales than their counterparts, while no gender differences were found in Thailand.
Practical implications
The results show the different consumer ethics between Indonesia and Thailand that may reflect cultural variations, where Indonesia is more multicultural than Thailand. The mixed findings of the gender differences may suggest that there are no intrinsic gender differences in consumer ethics. Further, the results also provide implications for educators and public policy makers in both countries to encourage more active roles played by universities in building ethical sensitivity among future leaders.
Originality/value
This is one of the few studies examining the impact of gender on consumer ethical behavior in Southeast Asian countries, where various unethical behaviors (e.g. buying and using pirated products) are prevalent.
Purpose
Online digital piracy continues to rise globally. The issue is worsening among young people especially in the context of emerging markets due to lack of laws and regulations. Interestingly, ...emerging markets are also home to some of the highest religious followers. The purpose of this paper is to investigate the impact of young consumer’s religiousness on their attitude and intention towards digital piracy which should negate their tendency to pirate.
Design/methodology/approach
Data were collected from Indonesia (N = 715) by means of questionnaires distributed to business students at two major (one public and one private) Indonesian universities. The sample consists of 289 (40.4 per cent) males and 426 females (59.6 per cent). The student sample contained a majority of people who were aged 18 to 24 years (94.1 per cent).
Findings
The current study shows that intrinsic religiousness is a strong predictor of attitude towards digital piracy, intention to commit digital piracy, perceived benefits of digital piracy, perceived likelihood of punishment and fear of legal consequences. Extrinsic (social) religiousness was found to have a negative impact on perceived likelihood of punishment and fear of legal consequences. The results of this study will have several important implications for managers and especially religious leaders on how to combat digital piracy.
Originality/value
This is one of the first few studies exploring the impact of religiosity among young consumers in Indonesia.
Promotion and its various tools play a special role in marketing communication of enterprises with the child and teenage market. Young consumers perceive promotion first of all as actions, which ...bring them notable benefits in the form of the possible purchase of products at reduced prices or an opportunity to obtain free samples of goods or freebies.
Home theft and burglary are prevalent in Dhaka city. Internet of things (IoT), in contrast, is commonly recognized as among the most advanced home security systems. However, the factors that attract ...young people to use IoT for household security have yet to be examined. Consequently, the purpose of this article is to validate the attitude-social influence-self-efficacy (ASE) model with personal innovativeness and perceived trust. We collected data from Dhaka citizens aged 15 to 24 using a purposive sample technique and 370 valid responses were chosen for the study. According to the analysis, all of our proposed hypotheses were found significant with a 73.6% variance. Furthermore, the effects of attitude and social influence were shown to be the highest and lowest, respectively, and trust and innovativeness were both nearly strong main predictors of ASE. Significantly, since this is one of the few studies in the technology adoption domain using this model, a solid foundation for IoT adoption for security purposes is established.
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