Young Chinese Consumers Research Articles

Examining consumers’ willingness to pay premium price for organic food

This study examines the factors influencing organic food consumption and willingness to pay premium prices in the context of an emerging economy. The extended attitudinal behavior-scenario model, rooted in Signaling theory, served as the foundation for the proposed model. A convenience sample of 470 young Chinese consumers was collected through online and offline surveys. Partial least squares structural equation modeling was used to test the hypothesized relationships. The results reveal that consumers’ environmental concern, environmental values, value perception, price sensitivity, and green promotion significantly affect their attitudes toward organic food. In addition, consumers’ health consciousness, value perception, price sensitivity, and green promotion demonstrate significant positive effects on their intention to consume organic food. Moreover, consumer attitude toward organic food substantially influences their intention to consume it. Similarly, consumer attitude, intention, and green psychological benefits significantly affect their willingness to pay premium prices for organic food. In addition, the indirect effects of consumer attitude toward organic food and intention to consume in the relationship between the factors and willingness to pay premium prices provide interesting findings. This study offers valuable guidance for policymakers in developing appropriate strategies to expand the organic food market and provides a solid foundation for future research on organic food consumption. This study suggests that policymakers should concentrate on enhancing awareness and knowledge of organic food, promoting organic food production, and prioritizing campaigns that emphasize the exceptional health advantages of organic food to encourage greater consumption.

Relationship between consumer acceptance, sensory characteristics, and physicochemical characteristics of "Fuji" apples from different origins.

This study examines the acceptance of young Chinese consumers for different "Fuji" apples, focusing on their sensory characteristics and physicochemical foundations. The sensory attributes of the samples were evaluated using a combination of static descriptive analysis (DA) and temporal check-all-that-apply fading (TCATA-fading) methods. Furthermore, the volatile compounds, soluble sugars, organic acids, and textural parameters of the samples were analyzed. The findings revealed that participants favored apples that were perceived as "sweet," "crunchy," "juicy," and "aromatic." The results from the DA indicated that certain sensory attributes, such as "sweet," "vanilla," "honey," and "pear" positively influenced acceptance, while attributes like "sour," "hard," and "grass" had a negative impact. The findings from both the DA and TCATA-fading methods were consistent with each other. In terms of dynamic evaluation, sweetness, and sourness were the initial perceptions, followed by a range of other flavors. Notably, our data suggested that sweetness perception could be enhanced by attributes such as "honey" and "banana." Additionally, the sugar-acid ratio and specific volatile compounds, including hexanal, (E)-2-hexenal, β-damascenone, butyl acetate, and propyl 2-methylbutyrate, were found to influence the perception of sweetness in apples. PRACTICAL APPLICATION: This study helps to understand the effect of different origins on the acceptance of "Fuji" apples and to know the sensory and material basis for the emergence of such differences. It is beneficial for growers and marketers to improve 'Fuji' apples.

Young women’s sustainable fashion consumption in China: A qualitative study using the theory of planned behavior

As the second most polluting industry in the world, the fashion industry has a critical impact on the environment. The development of sustainable fashion is conducive to reducing the environmental pollution caused by the fashion industry. China has the largest consumer market in the world, and the Chinese government and major companies have made considerable contributions to the sustainable development of the fashion industry. However, research regarding young women’s attitudes towards this topic remains under-explored. This study interviewed 30 young women of different ages from different places in China. Based on the theory of planned behavior (TPB), a semi-structured interview was used as a data collection method, and thematic analysis was adopted for data analysis. This paper discusses young Chinese female consumers’ attitudes towards sustainable fashion and analyzes the motivating factors and hindrance factors affecting the consumption intentions of young Chinese female consumers towards sustainable fashion. The research found that young Chinese female consumers generally hold a positive and supportive attitude towards sustainable fashion. Consumers’ perceptions of sustainable fashion, their self-perceptions, and their level of green awareness all significantly impact their attitudes and purchase intentions toward sustainable fashion. Consumers feel low social pressure, and Chinese society demonstrates a high level of acceptance and praise for sustainable concepts. However, the lack of purchasing channels and choices for sustainable fashion in China and the high cost of sustainable fashion products discourage consumers from making purchases. This study will be beneficial as a reference when the Chinese government makes sustainable policies to guide consumers toward sustainable fashion consumption. This study helps enterprises select target markets in China and formulate sustainable fashion marketing strategies and targeted advertising. This study contributes to increasing consumer awareness of sustainable fashion, as well as providing reference and reflective value when consumers purchase sustainable fashion products. Finally, this study will help promote the development process of sustainable fashion in Chinese society, make contributions to reducing the waste of social resources, promoting the recycling of resources, and improving social conditions, and put forward specific solutions and feasible suggestions for the development of sustainable fashion in Chinese society.

Sustainable consumption practices among Chinese youth

A global crisis caused by unsustainable practices and their detrimental effects on civilization has compelled us to rethink the adoption of green consumption practices. This study aims to determine the determinants of green consumption behavior among Chinese youth. Based on the integrated frameworks of two renowned theories, the knowledge-attitude-practice model and the theory of planned behavior, this study proposes 11 hypotheses for empirical investigation. An online survey was used for a quantitative cross-sectional study with a convenience sample of young Chinese consumers. A dataset comprising 876 observations was examined by applying partial least squares structural equation modeling using Smart-PLS 4.0. The results show that green consumption intention and perceived behavioral control significantly affect green consumption behavior. Attitudes towards eco-social benefits, attitudes towards green consumption, and subjective norms positively affect green consumption intentions. In addition, environmental concern and knowledge positively affected all three attitude dimensions. The study further identified that green self-identity moderates the connection between green consumption intention and green consumption behavior, whereas ecolabelling is not a significant moderator of the same relationship. The theoretical contribution of this study is that it employs multigroup analysis to investigate gender- and income-based variations in the relationships, offering a comprehensive framework integrating theories along with dimensions of attitude, which offers nuanced insights into green consumption behavior. Regarding its policy implications, this study highlights the necessity of promoting environmental concern and knowledge through education and awareness campaigns while supporting eco-social benefits and green consumption practices, which can be a potent way to promote positive attitudes, intentions, and sustainable behaviors among the general population.

Is face and information availability important in green purchasing among young consumers?

With the growing awareness of environmental issues available across various media platforms, consumers, particularly the younger generation, are more conscious of their consumption and its impact on the environment. This trend can be observed in the surging demand for environmentally friendly and animal-test-free products on the market. However, despite the young consumer group’s critical role in the marketplace, existing research in this area remains limited, demanding further investigation. Recognising the significance of this trend, this study employs a two-stage partial least squares structural equation modelling-artificial neural network (PLS-SEM-ANN) approach to analyse the antecedents influencing green consumption among young Chinese consumers. This study proposes a conceptual research model that extends the norm activation model (NAM) by analysing 366 self-reported questionnaires. The first-stage PLS-SEM results reveal significant positive correlations between personal norms (PN), environmental knowledge (EK), information availability (IA), social norms (SN) and green consumption intention (GCI). However, face consciousness (FC) was found to have no significant effect on GCI. The second-stage ANN sensitivity analysis shows that PN emerged as the most influential factor on GCI, followed by IA, SN, and EK. This ranking diverges from the PLS-SEM results, suggesting potential hidden nonlinear relationships between IA, SN, EK and GCI. Among the significant predictors of PN, the ascription of responsibility (AR) ranks first, followed by an awareness of consequence (AC) and SN. With its unique two-stage PLS-SEM-ANN approach to green consumption among young consumers, this study offers valuable insights for both marketers and researchers. Marketers gain a new tool to predict GCI more effectively, while researchers can explore the intricate interplay of factors shaping sustainable consumption choices. Methodologically, the present study is one of the few that applies extended NAM using two-stage PLS-SEM-ANN in the context of green consumption.

Assessing Consumers’ Behavioral Intention and Willingness to Pay for Electric Vehicles: An Evidence from China

In an endeavor to reduce the severe environmental impacts of pollution and energy consumption, the Chinese government is strongly encouraging the use of electric vehicles. However, there is a paucity of research examining how much young Chinese buyers are prepared to spend on electric vehicles. In order to address this research gap, the current study expands on previously identified variables that affect consumer intentions. In addition, we expand the scientific basis of the theory of planned behavior by introducing three new variables: performance expectancy (PE), information overload (IO), and perceived risk (PR). The study analyzed survey responses from 498 young Chinese consumers and employed structural equation modeling to evaluate the formulated hypotheses. The results indicate that behavioral intention (BI) is positively and significantly influenced by perceived environmental knowledge and PE, but negatively impacted by IO. Additionally, subjective norms are found to be significantly and positively related to BI. The study also reveals that PR is strongly and favorably connected with BI. Moreover, willingness to pay (WTP) for electric vehicles has a positive relationship with BI. Overall, the research contributes to our understanding of ethical purchasing practices and provides essential research directions for both academicians and practitioners.

How Causal Dimensions of Product Harm Crisis Shape Consumer Moral Reputation towards the Crisis Company and Brand Crisis: The Moderating Role of Perceived Societal Damage

Irrespective of many management strategies, product harm crises, discrete, well-publicized occurrences in which products are found to be defective and dangerous, are increasing at an accelerating rate throughout the globe with negative consequences for companies and brands. It alarms the importance of scrutinizing this worst nightmare from a new empirical angle while focusing on the ethical eye of consumers. Therefore, the present study attempts to explore how causal dimensions of product harm crisis related to two Attributional grounds (company accused and consumer accused) shape consumer moral reputation towards the crisis company and crisis brand in product harm crises. A self-administrated, questionnaire was used to examine how Sri Lankan (n= 492) and Chinese (n=492) young consumers see company and brand through their ethical eye that reflects their moral reputation. Results revealed that consumer morally views company and brand in an entirely different way under the two Attributional grounds that ultimately affects brand equity and purchase intention of the crisis brand. There exist significant negative and positive links between consumer moral reputations towards the crisis company and crisis brand respectively, under consumer accused crisis. Subsequently, consumer moral reputation towards the crisis company has a significant negative link with consumer brand equity, while consumer moral reputation toward the crisis brand has a positive link with consumer based brand equity under consumer-accused crisis. This study provides new insights for the companies to manage such crises, while safekeeping the brand equity in midst of product harm crisis.

Chinese young consumers’ response to negative brand information of electric vehicles – do personal cultural values matter?

PurposeThis study aims to investigate the responses of young Chinese consumers with different cultural characteristics to negative brand information about electric vehicles.Design/methodology/approachThe current study is quantitative research with an experimental method. It shows two different levels of severity for negative publicity and asks participants to self-report through questionnaires.FindingsChinese young consumers, being collectivist and of high uncertainty avoidance, tend to search for and spread information; consumers with low power distance search and share information more under low information severity. In addition, information search positively affects brand attitude under lower severity; negative word-of-mouth intention negatively affects brand attitudes at both severity levels.Research limitations/implicationsThe current study examines the influence of personal cultural values on information searching and negative information dissemination among young consumers, providing insights to complement previous studies. Furthermore, it explores how such exposure influences young consumers’ brand attitude and intention to purchase. Limitations include simple sample scopes and single-product stimuli.Practical implicationsThis research highlights the importance of cultural dimensions in shaping young consumers’ responses to negative publicity. Marketers worldwide should consider cultural influence and develop specific strategies to address negative information about different products. Understanding customers’ unique characteristics and preferences can help marketers effectively tailor their approaches to counter negative publicity.Originality/valueThis study originally provides a supplement to prior studies on cultural dimensions and consumer behavior and provides suggestions to marketers on young Chinese consumers.

Exploring users’ adoption intention of virtual try-on apps: how users’ individual characteristics affect post-use feelings

PurposeTo gain a deeper understanding of the determinants impacting the intention of Chinese young consumers to utilize virtual try-on apps (VTOs), this study adopts a modified version of the electronic technology acceptance model (e-TAM). The primary objective is to investigate how consumers' characteristics influence their post-use feelings, subsequently affecting their attitude towards VTOs and their intention to use them. Additionally, this research aims to explore potential gender differences within this process.Design/methodology/approachIn this study, a sample of 243 college students from a university in China was recruited to participate in on-site software use. A total of 227 valid questionnaires were collected and used for data analysis. Structural equation modeling (SEM) was employed to empirically evaluate the data and test the research hypotheses. Additionally, multiple group comparisons were conducted based on gender to examine potential differences in the acceptance process.FindingsThe findings of this study reveal a significant association between users' individual characteristics and post-use feelings. Moreover, there are notable differences between male and female students in terms of their perceptions of innovativeness, knowledge and understanding regarding post-use feelings. Notably, four variables within post-use feelings, except for perceived compatibility, are found to be predictive of attitude towards VTOs. Additionally, it is observed that attitude towards VTOs directly influences users' intention to utilize them.Originality/valueThis study contributes to the research on consumers' intention to use VTOs by examining the antecedents of post-use feelings, specifically four consumers’ individual characteristics. The findings of this study offer managerial insights for professionals to formulate marketing positioning and communication strategies.

Revealing the Influence of Green Product Prices on the Green Purchasing Behavior of Young Chinese Consumers A TPB Perspective

Using the Theory of Planned Behavior (TPB) as the theoretical framework, this article aims to reveal the impact of green product prices on their purchase decisions by in-depth research on the motivations and influencing factors of green purchasing behavior of young Chinese consumers. First, through a comprehensive definition and characteristic analysis of green consumption behavior, the paper comprehensively understands the attitudes and behaviors of the younger generation in the environmental protection trend. A review of domestic and foreign research progress provides a theoretical basis for the research. In terms of green purchasing behavior among young Chinese consumers, research highlights the influence of their attitudes, social responsibility and social media. Through in-depth analysis of the motivations for green purchases, researchers revealed the importance of factors such as environmental awareness, social responsibility, and individual health awareness. In terms of research methods, a comprehensive quantitative and qualitative data collection method was adopted to construct a scientific and reliable research design. In the sample description and analysis of main research variables, samples with different characteristics are described in detail, and factors such as attitudes, subjective norms, and perceived behavioral control are analyzed in depth. Finally, through a specific analysis of the impact of each component of TPB on green purchasing behavior, the interrelationship between these factors is revealed, providing profound insights into understanding young consumers' shopping decisions.

The Rejuvenation of Luxury Brands: How to Attract Young Consumers in China?

Research reports show that China has become the largest luxury market in the world. As an emerging group of luxury consumers, Generation Z plays an important role in luxury consumption. Research on the rejuvenation of contemporary luxury brands and strategies to attract the Chinese Generation Z is an important step in brand reform. Studying the consumption psychology and behavior of Chinese Generation Z, especially their attitudes towards luxury consumption, is of profound significance to the rejuvenation process of luxury brands. This paper analyzes the current consumption situation and behavior of Generation Z in China. The author summarizes the effective market expansion and marketing experience of luxury youth marketing through several typical cases of luxury youth marketing, from product design, cross-border cooperation, choice of spokespersons, digital marketing and other aspects. This provides suggestions for other luxury brands to promote rejuvenation, attract more young Chinese consumers and increase market share.

Aroma-sensory properties of Gouda cheeses based on young Chinese consumers' preferences

The objective of this study was to examine the aroma profiles of 12 Gouda cheeses sold in China and to determine which aromas were preferred by young Chinese consumers (n = 110). The consumers selected 11 descriptors of the aromas of the Gouda cheeses in a check-all-that-apply questionnaire. These 11 descriptors were used by a panel of experts for sensory analysis to perform a quantitative descriptive analysis of the cheeses. A principal component analysis of the data from the quantitative descriptive analysis revealed that the characteristic aromas of young Gouda cheeses, medium-aged Gouda cheeses, and aged Gouda cheeses were "milky" and "whey"; "creamy" and "sour"; and "rancid" and "nutty," respectively. The results of a penalty analysis combined with the check-all-that-apply results and the preference scores showed that the 3 groups of young Chinese consumers (those who often ate cheese, occasionally ate cheese, and never ate cheese) preferred the Gouda cheeses with "milky" or "creamy" aromas and did not enjoy those with "sour" or "rancid" aromas. Occasional cheese eaters comprised the majority of the young Chinese consumers, and they were more tolerant of the Gouda cheeses with "whey" and "sulfury" aromas than those who often or never ate cheese. In addition, we identified a positive correlation between the consumers' preferences for the aromas of the Gouda cheeses and their willingness to pay for them. Overall, the results of this study should help promote the development of Gouda cheeses and associated products that meet the preferences of young Chinese consumers.

Significance of the environmental value-belief-norm model and its relationship to green consumption among Chinese youth

The objective of this study was to examine the relationship between the variables of the value-belief-norm (VBN) theory and the adoption of green consumption behaviors among Chinese youth. The online survey questionnaire was distributed to a convenience sample of young Chinese consumers aged 18–35 years through the platforms WJX and WeChat. The data collection period spanned from September to December 2022. The analysis involved a total of 1074 participants, and the statistical technique employed was partial least squares structural equation modeling (PLS-SEM) using Smart-PLS 4.0. Common-method bias, multivariate normality, validity, and reliability were also assessed. The results revealed that biospheric values (BV), altruistic values (AV), the new ecological paradigm (EP), awareness of consequences (AC), the ascription of responsibility (AR), and personal norms (PN) significantly and positively influenced intention toward green consumption practices (IGP), which, in turn, had a significant positive influence on the adoption of green consumption practices (AGP). Additionally, GT did not moderate the association between IGP and AGP. This study contributes to the literature on green consumption by analyzing VBN theory’s influence on Chinese youth’s behavior toward green consumption practices to understand and promote green behavior. This study’s findings suggest that promoting ecological awareness and responsibility, developing green values and trust, and strengthening personal norms can encourage green consumption practices among Chinese youth. Policymakers, businesses, and marketers can benefit from these findings to promote green consumption and sustainability in China.

How To Improve Social Media Apps For Online Purchase Behavior By Chinese Young Consumers Generation Y In Order To Influence The Purchase Of Fresh Food Products From SMEs?

This study intends to analyze the factors that influence mobile customers of Generations Y repurchase intentions for agricultural fresh food product apps and Small and Medium-sized Enterprises (SMEs’) E-commerce fresh food platforms. Beginning with a rationale and background information of China's agricultural fresh food internet marketing and retail business.

The Effects of Consumer Cultural Values on Ethical Judgment and Performance of Global Brands Among Young Consumers

This study uses well-developed and tested scales to examine differences across two countries in the effects of consumer cultural values on ethical judgment and global brand performance. The study measured consumer attention toward two global brands – Nike and KFC. The research was conducted using over 804 young consumers from Russia and China. The research includes two studies specifically focused on young consumers (18-25) and their attention toward two brands. The first study showed that young Chinese and Russian consumers with strong cultural values are more ethical consumers than unethical. However, consumers who demonstrated strong cultural value such as achievement showed active unethical behavior in both samples. The second study confirmed that two cultural values in young consumers, hedonism and achievement, strongly affected KFC brand performance in both countries. However, young Russian consumers with hedonism and power cultural values strongly affected Nike brand performance, as well as young Chinese consumers with universalism cultural values.

Explore the Influences of Social Media Content on Young Consumers Engagement and Purchase Intention in the Chinese Luxury Sportswear Market

The purpose of this study is to explore the effects of informative content, self-enhancing content, and remunerative content on consumers’ active and passive engagement and purchasing intention, based on the Uses and Gratifications Theory. The paper obtains corresponding conclusions through quantitative analysis by collecting questionnaires from young Chinese consumers. According to the survey data, this research indicates that remunerative and self-enhancing content will be more important drivers for active engagement, and informative content and self-enhancing content will have more significant and positive connections with passive engagement and consumers' purchase intention. This research also found that both consumer engagement and social media content will positively influence consumers' purchase intention, and consumer engagement demonstrated a stronger relationship with purchase intention. These findings will benefit scholars and practitioners working in the marketing field to target appropriate research groups.

Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment

This research aims to provide a picture of the elements influencing customers' intentions to purchase luxury products online using social exchange theory (SET). Second, we determined whether perceived enjoyment moderates the relationship between perceived value, consumer attitude, and intention to purchase luxury products. Data were collected from 389 participants through an online survey. Structural equation modelling (SEM) was used to analyze the data. The results showed that eWOM, perceived value, and consumer attitudes significantly affected luxury purchase intention. Moreover, perceived enjoyment moderates the relationship between perceived value, consumer attitude, and purchase intention. This study is designed to help practitioners and researchers understand why young Chinese consumers are interested in purchasing luxury goods online. Luxury brand companies can improve their marketing strategies by developing strategies aligned with the mindset of digital native Generation Z.

The Design of Automotive Interior for Chinese Young Consumers Based on Kansei Engineering and Eye-Tracking Technology

The reasonable CMF (Color, Material and Finishing) design for automotive interiors could bring positive psychophysical and affective responses of customers, providing an important guideline for automobile enterprises making differentiated products. However, current studies mainly focus on an aspect of CMF design or a single style of the automotive interior, and examined the design mainly through human visual perception. There lack systematic studies on the design and evaluation of automobile interior CMF, and more scientific evaluation of the design through human visual and touching perception was required. Therefore, this study systematically designed the automobile interior CMF based on Kansei engineering and eye-tracking technology. The study consists of five steps: (1) Product positioning: the Chinese young consumers, the new energy vehicles, and bridge and seat are the target users, the automotive model and the key interior components. (2) Kansei physiological measurement: nine groups of Kansei words and thirty-three interior samples were selected, and the interior samples were scored by the Kansei words. (3) Kansei data analysis: three design types were determined, i.e., “hard and stately”, “concise and technological” and “comfortable and safe”. Meanwhile, the CMF design elements of the automotive interiors under the three styles were obtained through mathematical methods. (4) Design practice: four CMF samples under each design style (12 samples) were developed. (5) Kansei evaluation: the design themes were conducted using eye-tracking technology, and the optimal sample that mostly satisfy the user’s Kansei requirements under each style was obtained. The proposed design process of automotive interior CMF may have great implications in the design of automotive interiors.

It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands

PurposeThis paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances users’ bond with the brand. Second, brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality improves brand bond. Third, BOE significantly enhances BUC.Design/methodology/approachThis study proposed an integrative model with new concepts and tested it with 2,135 young Chinese consumers using global smartphone brands. Results are drawn from structural equation modeling and comparisons between stakeholders and among smartphone brands.FindingsThe results show that BOE and BUC are significant and equally effective at enhancing brand bond. BOE also shows a significantly stronger effect on BUC than on brand bond. The temporal comparison between 2015 and 2018 confirms the changing reality of the smartphone world. As for brand comparison, young consumers perceive that iPhone differentiates itself from Huawei and Samsung rivals in terms of BOE and BUC on brand bond. However, none of these brands show significant differences in terms of BOE effect on BUC.Research limitations/implicationsPlease see detail in the Conclusion and Discussions.Practical implicationsPlease see detail in the Conclusion and Discussions.Social implicationsPlease see detail in the Conclusion and Discussions.Originality/valueThis study introduced a validated model with new concepts based on the global smartphone industry, perceived by young Chinese consumers. The results prove that it takes both the owners and users together to contribute to the brand bond, but brand owners’ role on BUC is more significant.

Understanding young Chinese consumers' preferences for foreign clothing brands: a behavioural approach

PurposeThis research explores the purchasing behavioural drivers of young Chinese consumers purchasing foreign clothing brands. The aim is to include a range of drivers identified by different investigations into a single approach, to determine direct and indirect channels by which these drivers influence purchasing behaviour, and their relative importance in quantitative terms.Design/methodology/approachThe methodology is based on an extended version of the theory of planned behaviour that considers hypotheses based on a number of studies revised in the literature review. This theoretical framework was used as the basis for a questionnaire applied to a sample of 362 young Chinese consumers. A Partial Least Squares Structural Equation Modelling approach was used to analyse the collected data.FindingsThe results revealed three main channels influencing purchasing behaviour which were shown to share the same root, corresponding to the influences of the social network young consumers belong to. This result suggests that social norms have a key role in explaining young consumers' purchasing behaviour through its impact on their needs for status and social recognition, their attitudes towards foreign cultures and foreign brands, and their beliefs regarding the attributes of foreign clothing.Practical implicationsThe work therefore provides companies operating in the foreign clothing market the confidence to devise business strategies that focus on the channel demonstrating the highest influencing power. A strategy likely to have the highest influencing power is one that uses celebrities to promote the reputation of products and reinforce the messages associated with status and social recognition. Reinforcement of these strategies could include secondary strategies linked to the other channels such as the one related to the adoption of foreign cultural symbolism.Originality/valueIn contrast to the majority of related studies, this investigation also explores indirect channels or paths by which a behavioural driver affects the behaviour of young Chinese consumers. In fact, this investigation not only simultaneously identified the different paths influencing young Chinese consumers purchasing behaviour but also quantitatively identified their relative importance.