Behaviour Of Young Consumers Research Articles

Adoption and User Behaviour Towards Digital Payments by Millennial

The rapid adoption of digital payment systems has transformed the financial landscape, particularly among millennials, who are at the forefront of this technological shift. This study explores the adoption and user behaviour of digital payment methods among millennials in India. The research aims to identify the key factors influencing the decision to use digital payments, including convenience, security, trust, and government initiatives. Additionally, it examines how socio-cultural influences, mobile payment applications, and peer networks impact the payment choices of this demographic. Through a survey of 250 millennials, the study reveals that ease of use, trust in security features, and promotional incentives are the primary drivers of digital payment adoption. It also identifies challenges such as concerns over data privacy and digital literacy. The findings suggest that while millennials are increasingly adopting digital payment systems, their behaviour is shaped by a complex interplay of technological, economic, and social factors. The study provides insights into strategies for improving the digital payment ecosystem and encourages further research into the evolving behaviour of young consumers.

Study on Impact of Neuroeconomics Tactics used by Streaming Services Companies (Eg. Netflix, Spotify) on Genz's Purchase Intentions in Ahmedabad City

This paper reflects on how the neuroeconomics strategies employed by streaming companies, like Netflix and Spotify, affect Generation Z's purchasing intentions in Ahmedabad City. Neuroeconomics endeavors to be an integrative science that explains how neuroscience and psychology will intervene in or complement economics to develop knowledge about understanding consumer decision-making processes and those factors that influence buying behavior. Having established such neuroeconomic theories, streaming service companies then hunt them under the guise of optimized user experience with visual and auditory stimuli and tailored recommendations to keep the user interested and waiting for another subscription or purchase. The effects of such strategies are pretty important to understand for the Gen Z audience - a bunch of kids known for their tech-savvy nature and instant gratification. This paper investigates how streaming applications make use of cognitive biases arising from loss aversion to dopamine-driven reward systems and social proof influencing the buying behavior of young consumers. A mixed method approach was used on a representative sample of Gen Z youths by surveys and interviews in Ahmedabad to collect the data. Overall, the findings from this study are expected to be very informative on how neuroeconomic strategies will or will not impact the consumption behavior of Gen Z in the streaming industry. This would be followed by actionable recommendations for companies about how they can maximize their marketing efforts to resonate more effectively with this emergent market going forward. As neuroeconomics and consumer behavior begin to intermix, streaming services stand to increase users' engagement, amplify sales, and cultivate long-term customer loyalty with Gen Z among urban India.

Green Purchase Behavior of Young Consumers in India

Green Purchase Behavior of Young Consumers in India

Sustainable Behaviors of Young Polish Consumers: the Impact on Logistics and Business Strategies

The main objective of this survey is to analyze the sustainable behavior of young Polish consumers. The specific objectives are to find out the respondents' opinions on the most disturbing environmental phenomena and actions that negatively affect the environment. In addition, an important goal is to learn about their self-assessment of pro-environmental attitudes and to identify pro-environmental actions most often taken by young consumers, as well as to assess sustainable actions taken by companies in the logistics area. The results are based on empirical research concerning sustainable behaviors of young Polish consumers in a research sample of 50 consumers. The research was conducted in April and May 2024 and covered the entire area of Poland. The survey show that respondents have a good assessment of their environmental attitude. As many as 90% of them perceive growing environmental and social problems. The most worrisome environmental issues in their view are increased garbage and waste, polluted air and water, dangerous chemicals in everyday products, and climate change-the greenhouse effect. Among the activities that have the most detrimental impact on the environment, respondents identified deforestation, improper waste management, consumerism, pollution from pesticides used in agriculture and the burning of fossil fuels. Three-quarters of respondents believe they can contribute to improving the environment with their actions, and nearly two-fifths say they are willing to pay more for environmentally friendly products or products from companies that support social causes. Respondents also take a number of individual pro-environmental measures, and among them they are most likely to turn off lights, use reusable bags, segregate trash, use reusable bottles, conserve water and choose environmentally friendly forms of delivery for purchased goods. However, when making purchases, most of them do not choose products offered by companies that are actively involved in environmental activities. Up-to-date knowledge on the sustainable behavior of young consumers is particularly important for both the business and government communities, as it provides information on tailored strategies and policies that align with evolving values, ensuring competitiveness, and meeting environmental and social goals. Limitations of the study include the small sample size of the empirical study, as well as the limited nature of the survey questionnaire. Keywords: sustainability, social responsibility, sustainable consumer, young generation consumer

Young customers’ intention to purchase organic food in South Africa: extending the theory of planned behaviour

Ethical consumption has become an increasing trend as young customers get increasingly aware of their environmental and ethical responsibilities. The study aimed to examine the determinants of organic food purchase intention and behaviour of young customers in South Africa by extending the Theory of Planned Behaviour (TPB). The main objective of the study was to determine the effects of TPB constructs (attitude, subjective norms and perceived behavioural control) on young consumers’ intention to purchase organic food. Also, the study investigated whether the extended TPB model would improve the predictive validity of the model. The TPB was modified by the addition of three value constructs (health, environmental and appearance consciousness) as antecedents of attitude and intention and two personal factors (moral norms and ethical self-identity) as predictors of purchase intention. In addition, the study examined the mediating effects of attitude towards organic food in the relationship between value and purchase intention. Furthermore, the study determined the effect of intention on actual organic food purchase behaviour of young consumers. The study adopted a quantitative research approach and data was collected through the cross-sectional survey method using self-administered questionnaires from four hundred and three respondents. The questionnaires were distributed to the respondents through mall intercept and the Partial Least Square Structural Equation Modelling (PLS SEM) was used to test the hypotheses of the study. The findings confirmed that two constructs of the TPB (attitude towards organic food and perceived behavioural control) are predictors of purchase intention. In addition, health and environmental consciousness are antecedents of attitude and intention. Attitude mediates the relationship between health, environmental consciousness and intention. Furthermore, intention is a predictor of behaviour. Recommendations to improve the purchase of organic food focus on communication by marketers to consumers about the benefits of organic food. The study concludes that the extended TPB is an applicable theoretical framework to explain the purchase of organic food by young consumers.

Pleasure, impulse, compulsion, and rationality in the behavior of young consumers in the context of contemporary challenges and current events

In modern societies, significant changes are taking place in the sphere of consumption. Consumption is no longer just a way of satisfying needs. Sometimes it can also be about experiencing pleasure (also on impulse) or relieving tension. A characteristic behavior of pleasure consumers is the spontaneous (impulsive) purchase of goods that are attractive to them. At the same time, impulsive purchases differ from rationalized purchases in that the decision to purchase a given product is made quickly and usually without deeper reflection. The purpose of this article is to try to answer the question, what is the essence of purchasing decisions in the face of the challenges of the modern world, such as the COVID-19 pandemic, the war in Ukraine and inflation? What are the shopping habits of young consumers, especially in relation to their emotional, psychological, social, and economic spheres? In light of these challenges, can one notice any adaptation strategies, “survival” strategies, rationalization of behavior, or, on the contrary, will the orientation towards pleasure, compulsive shopping, or impulse purchases dominate? The subject of this article is the consumer behavior of young people, perceived as a series of reactions to various stimuli — instincts, emotions — that inspire and mobilize them to satisfy their needs. The answers to the questions posed above were obtained by analyzing the data obtained through qualitative research using the technique of focus group interviews.

Factors influencing young consumers’ purchasing behavior toward Saudi coffee product: An application of the extended Theory of Planned Behavior model

Drawing on the Theory of Planned Behavior, this study aims to investigate the factors that influence consumers’ purchasing behavior towards Saudi coffee product. Additionally, it seeks to examine the moderating role of consumer ethnocentrism on the relationship between purchase intention and actual purchasing behavior of young consumers. The target population consisted of young consumers in Saudi Arabia who had previously consumed Saudi coffee product. Data were collected through an online survey using Google Forms in February 2024. The sample size comprised 386 respondents, 18-34 years old (with 52.8% of males and 47.2% of females). To assess the hypothesized model, the collected data underwent an analysis using Partial Least Squares Modeling approach. The results indicated that social media marketing activities depict high effect on intention of young consumers to purchase Saudi coffee product. Additionally, subjective norms, attitude, hedonic value, perceived behavioral control, and utilitarian value demonstrate a significant effect on customers’ intention to purchase Saudi coffee product. Furthermore, the results confirmed the moderating role of consumer ethnocentrism in the relationship between young consumers’ purchase intentions and their actual purchasing behavior toward Saudi coffee product. AcknowledgmentThis research was funded by the “Saudi coffee grants” program offered by the Saudi Ministry of Culture. All opinions expressed herein belong to the researchers and do not necessarily reflect those of the Ministry of Culture.

Environmentally and Socially Responsible Behavior of Women from Generation Z in the Context of Tourist Activity

The aim of this research was to determine the scope of environmentally and socially responsible behavior related to tourist trips of women from Generation Z. The choice of this issue falls within the scientific discussion on the sustainable behavior of young consumers and the area of research on sustainable tourism. The presented research fills the research gap related to the sustainable behavior of young women in the context of tourist trips. This article reviews the literature justifying the choice of this research topic. The results of our own survey research were presented (a sample of 618 touristically active women from Generation Z). Quantitative and qualitative analyses of the obtained results were made. This research showed that respondents were most concerned about recreational space (not leaving garbage in the forest or on the beach, observing regulations in tourist regions and towns, and using only designated trails). They rated their behavior the lowest in terms of reduction in water consumption, use of ecological cosmetics while using water reservoirs, and choosing accommodation places where pro-ecological solutions are used. According to the respondents, the main reasons for the lack of responsible behavior are indifference and habits learned at home. The originality of the presented research results from its scope and concerns only women belonging to Generation Z.

Advertising and Marketing Strategies of Alcohol Brands at BharatGP: Assessing Awareness among Riders and Attendees

This research investigates the effect of alcohol product marketing within the motorsports industry on the lifestyle choices of adolescents and young adults in India. Employing qualitative in-depth interviews, the study included experts such as professional motorcycle racers, racing team coordinators, sponsors, organizers, journalists, and parents aged 13 to 45, who attended Bharath GP in Delhi from various locations. Thematic analysis was applied to the interview data, revealing key themes related to the influence of alcohol advertising on lifestyle choices, brand loyalty, and purchasing behavior of young consumers. Findings indicate a pervasive influence on lifestyle choices and increased alcohol consumption associated with alcohol product marketing at Bharath GP. The study underscores the necessity of regulatory frameworks for alcohol marketing in motorsports events, specifically emphasizing the importance of responsible advertising strategies within the context of Bharath GP.

Online Compulsive Buying Behavior of Young Consumers in India – Examining the role of Smartphone Addiction, Social Media Addiction, Fear of Missing Out (FOMO) and Impulsive Buying Behavior

Online Compulsive Buying Behavior of Young Consumers in India – Examining the role of Smartphone Addiction, Social Media Addiction, Fear of Missing Out (FOMO) and Impulsive Buying Behavior

Online Compulsive Buying Behavior of Young Consumers in India – Examining the role of Smartphone Addiction, Social Media Addiction, Fear of Missing Out (FOMO) and Impulsive Buying Behavior

Online Compulsive Buying Behavior of Young Consumers in India – Examining the role of Smartphone Addiction, Social Media Addiction, Fear of Missing Out (FOMO) and Impulsive Buying Behavior

Comparative analysis of the purchasing behaviour of young consumers in Poland and Belarus on the organic food market

ObjectivesThe organic food market is growing rapidly. More and more consumers are becoming aware of the impact of the food production methods used on health and the environment, which translates into a dynamically growing interest in organic products. The main aim of this publication is to present, analyse and evaluate the behaviour of buyers in the organic market during the process of selection and purchase of products.Material and methodsThe research was conducted on a group of 566 respondents, including 330 young buyers coming from Poland and 236 from Belarus. A purposive selection method was used in the research. The research was comparative and enabled the identification and analysis of differences in the market behaviour of individual groups of buyers coming from Poland and Belarus. The buyers' behaviours were studied and analysed in relation to the decision-making process concerning the purchase of organic products, taking into account: product selection criteria and the place and frequency of purchase in different types of retail unitsResultsOn the basis of the research and analysis carried out, it can be observed that there are differences in the purchasing behaviour of buyers from Poland and Belarus. These are due, among other things, to differences in consumer awareness and perception of the benefits of consuming organic products. Factors related to the availability of organic food in organisational as well as economic terms are also important.ConclusionsThe obtained results and analyzes may contribute to understanding consumer behavior on the organic food market and be used for further in-depth research or help shape market strategies by sellers.

Craft beer preferences among digitarians in Italy

PurposeIn recent years, the global consumption of craft beer witnesses remarkable growth. This growth is attributed to the evolving demographics of beer consumers, particularly the emergence of a new generation known as Digitarians or Generation Z. This study aims to analyze the key determinants influencing craft beer consumption among Digitarians.Design/methodology/approachAn online questionnaire is administered, and a total of 296 completed responses are included in the statistical analysis. The methodology uses logistic regressions combined with a backward selection process and variance inflation factor analysis to address multicollinearity. The logistic regressions are conducted in three steps to delve into the research objective and gain insights into the behavior of young consumers. The stepwise backward selection aids in obtaining robust coefficients as a variable selection tool.FindingsThe results shed light on how Digitarians’ preferences for craft beer are influenced by various factors, including self-perceived knowledge, alcohol content, gender, food pairings, environment and companionship.Originality/valueTo the best of the authors’ knowledge, this paper contributes novel insights by being the first study to explore the significance of craft beer choices among Digitarians, identifying the role of several predictors in their consumption patterns.

Sustainable Consumption in the Behavior of Young Consumers

The aim of the article is to characterize the attitude of young consumers towards the concept of sustainable consumption in the area of food consumption, which is manifested, among others, in the declared engagement in sustainable behaviors both in the market as well as in households. The research was conducted using the CAWI method on a sample of Polish consumers from the Lubuskie region. The article consists of two parts. The first part explores the problems of sustainable consumption. The second part presents the results of research on consumer attitudes towards the concept of sustainable consumption in the area of food consumption. Particular attention was paid to the awareness of the implications of consumer behavior in the process of satisfying food needs. Behaviors, attitudes and beliefs of consumers related to sustainable consumption were characterized, and an attempt was subsequently made to determine the extent of the gap existing between behaviors and attitudes. The conducted survey research constituted an attempt at highlighting certain consumption problems among young people, to have them share their views on the different issues of sustainable consumption, as well as to emphasize the importance of various factors in shaping sustainable food consumption patterns. The article certainly is not an exhaustive examination of all the problems areas of sustainable consumption, but it should make these more easily identifiable all while stressing the real role and importance of sustainable behaviors among young consumers in the modern economy.
 Keywords: sustainable consumption, sustainable development, young consumer.

The Impact of Knowledge About the Environment on The Attitudes and Behavior of Young Consumers in The Food Market

This study examines the impact of environmental knowledge on the attitudes and behaviors of young consumers in the food market. This study found that consumers are increasingly recognizing the importance of green products and manufacturers are responding by incorporating green aspects into their marketing strategies. This study also found that there is a positive correlation between environmental knowledge and consumer attitudes and behaviors. This study used quantitative methods and analysed the data using regression analysis. The result show that both consumer attitudes and behaviors have a significant impact on environmental knowledge.

The Role of Trust on Social Media Purchase Behavior: A Study on Young Consumers in the Context of the Technology Acceptance Model

In today's dynamic market conditions, it has become a critical competitive element for businesses to use social media platforms in their marketing activities in order to raise awareness about their products and services, improve their brand image, make their relations with existing customers sustainable, and reach new customer groups. Social media platforms, whose number of users is increasing day by day, have caused a great transformation not only in the daily lives of individuals but also in their businesses, especially in their marketing activities. The purpose of this research is to evaluate the impact of social media marketing activities on young consumers within the framework of the technology acceptance model. In the research, the perception of trust in the social media purchasing behaviors of young consumers was emphasized, and trust in social media was adapted to the Technology Acceptance Model as an external factor. In this context, a research model was established as a result of examining the relations between the related theoretical and applied research and the related variables, and the research was designed quantitatively based on the cause-and-effect relationship in order to test the hypotheses put forward in the conceptual framework. Survey data collected from young consumers in Turkey was analyzed with PLS-SEM. The findings of the research show that young consumers' perception of trust in social media shows that the perceived ease of use and perceived usefulness of social media use positively affect and are an important determinant of purchasing behavior. In addition, it is among the research findings that the social media purchasing behaviors of young consumers are positively affected by perceived ease of use and perceived usefulness, two important factors of the technology acceptance model

Research on the Influence Mechanism of Vibrating Short Video on Young People's Consumption Behavior

With the continuous upgrading of IT and the growth of social media, short video has become one of the important ways for the public to get information in their daily life, and it also promotes the change of traditional marketing. With the increasing improvement and perfection of short video platform products and functions, the value of short video traffic has been continuously upgraded and fission, and it has gradually changed from pure entertainment at the beginning to potential cash flow such as planting grass and bringing goods. High-quality short video content has brought more business opportunities and dividends, and the short video industry has gradually been seen and paid attention by more enterprises, becoming the key area of enterprise marketing investment. As a new network marketing model, short video is developing vigorously, which has a great influence on the consumption behavior of young consumers. This paper discusses the consumption characteristics of young people, analyzes the influence mechanism of short vibrato videos on young people's consumption behavior, and puts forward some countermeasures to guide young people to establish a correct consumption view.

Demystifying the green purchasing behavior of young consumers: Moderating role of green skepticism

ABSTRACT Environmental protection is increasingly a concern, but false claims by companies have raised green skepticism among consumers. Young consumers constitute a significant group for consumption in an economy like India. While young consumers have rarely been surveyed on factors like green perceived value and perception regarding green claims, there is a paucity of research on the moderating role of skepticism. This paper provides a new perspective regarding the underexplored debate on green skepticism levels among young consumers. Data from 610 respondents were gathered through a researcher-controlled survey. Antecedents to environmental attitude, namely green perceived value, environmental knowledge, and interpersonal influence, were found to influence the relationships significantly. Young consumers’ environmental attitude was significant in explaining their green purchasing behavior. The paper sheds first light on the negative moderating effect of skepticism on the attitude-behavior relationship. The study highlights the role of educated and urban young consumers in sustainable consumption. In the same vein, findings suggest that managers should consider the importance of consumers’ doubts as a valuable element for global green advertising effectiveness.

Critical Evaluation of Cultural Differences Between the UK and China Markets for Fashion Clothing: Identifying Links Between Marketing Communications Necessary for Success in Both Countries

This paper aims to explore the development of UK fashion clothing brands and their associated marketing communication plans to identify effective advertising methods that can facilitate expansion into the Chinese fashion clothing market. The research critically evaluates the psychology and buying behavior of young consumers in the UK and China to understand cultural differences and to better inform successful advertising strategies in both countries. In addition, the study assesses and identifies the relevant factors that affect the purchasing behavior of UK and Chinese consumers in the fashion clothing industry. The key finding is that UK fashion clothing brands, such as TOP SHOP and River Island, can optimize their marketing communication outputs to increase their chances of success in the Chinese market. The paper concludes that a better understanding of cultural differences and effective marketing strategies can help UK fashion clothing brands expand into the Chinese market.

Sustainable consumption among children in the food market

Purpose: The aim of the study was to identify consumption patterns among children. It was also crucial to determine the conditions influencing the behaviour of young consumers in the market. Design/methodology/approach: The paper uses a critical analysis of the literature and survey research based on a prepared questionnaire. The survey was conducted among 1326 children in age groups from 9 to 15 years old. The questionnaire consisted of two parts, i.e. the substantive part and the respondents’ particulars. The first part of the questionnaire contained a set of questions concerning e.g. children’s ability to identify products with better environmental parameters, behaviours related to nutrition, saving, shopping, spending free time, waste management and implementing pro-ecological solutions in their households. Findings: The research showed a relatively good knowledge of the basic principles of sustainable consumption and labelling of organic products among children. This picture is somewhat simplified. The results of the study also showed that for many children healthy eating still means only eating fruit and vegetables (leaving aside the issues of regularity and portions of meals, drinking the right amount of water or maintaining a balanced diet). Practical implications: Modification of curricula in primary school to a greater extent emphasizing content related to the principles of sustainable consumption. It is important to increase the amount of information provided on the principles of proper nutrition. This knowledge should be comprehensive and coherent, and not only refer to individual aspects of a healthy lifestyle. It is necessary to involve whole families in such activities through workshops, meetings and other events, because as shown by this research, but also the professional literature, attitudes and skills in children are transmitted and consolidated in this way. Social implications: Shaping sustainable consumption patterns among children. Originality/value: The article provides up-to-date knowledge on consumption patterns in the area of food products functioning among children. This is particularly important in the context of the need to build sustainable consumption patterns among the surveyed group of market participants. Keywords: sustainable consumption, food products, a child as a consumer, food market, ecolabelling. Category of the paper: Research paper.