Abstract
AbstractThis study tests the relationships among collective activities, peer identity, and preference for brand name products for Chinese teenagers. The findings are based on a survey of 917 urban Chinese teenagers, divided among 8th, 10th, and 12th graders and among three different tiers of schools (top, lower, suburban). A moderated mediation model is tested. The results show that eating with peers is related to preference for brand name food products, with the relationship mediated by peer identity. The non‐only child or only child status of teenagers has no significant influence on the relationships. However, school socioeconomic status is found to moderate the relationships. These results reinforce the need to strongly consider the role of social identity for understanding the development of long‐term consumption habits.
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