Millennial Consumers Research Articles

Millennial consumer’s stance toward sustainable fashion apparel

Sustainable fashion is the emerging fashion trend in Global fashion. In India, 34 % of population is a potential millennial contributing to the Indian economy. The present study examines the relationship of quality consciousness, price consciousness, availability of apparel, benefits, and Environmental concern on post-purchase behaviour of sustainable apparel and millennial consumer satisfaction. The results of a quantitative study using the Hayes process, it reveals that brands need to create more awareness of sustainable apparel among the millennial consumer. Price and perceived benefits are major influencing factors among millennial consumers

The Clean Beauty: Factors Affecting Organic Cosmetics Purchase Intention among Malaysian Millennials

There is a growing demand for organic cosmetic products among Malaysian consumers. This shift in consumer preferences has led to a surge in demand for products made with organic, plant-based extracts, cruelty-free, and vegan ingredients. Due to their heightened environmental awareness and inclination towards sustainable behaviour, millennial consumers are widely acknowledged as key drivers of the green consumption movement. This study aims to investigate the factors influencing the purchase intention of organic cosmetics among Malaysian millennials, discussing factors such as attitude, subjective norms, and perceived behavioural control, based on the Theory of Planned Behaviour (TPB).

The Antecedents of Online Purchase Intention of Generation Z and Millennials toward Organic Cosmetics in an Emerging Economy

Purpose - Based on the extended theory of planned behavior (TPB), this study aims to investigate the antecedents of online purchase behavior toward organic cosmetics for Generation Z (Gen Z) and Millennials by focusing on the impact of subjective norms, health consciousness, trust, attitude, and intention.
 Design/Methodology/Approach - A survey method using an online questionnaire was adopted to collect data from 341 Gen Z and Millennial consumers in Vietnam. The collected data were then analyzed using structural equation modeling (SEM).
 Findings - The results of the study showed that, among antecedents, that attitude has the strongest impact on the purchase intention of online customers toward organic cosmetics, followed by trust and subjective norms. Interestingly, health consciousness has also been found to significantly impact Gen Z and Millennial online purchase intention toward organic cosmetics.
 Research Implications - This paper extends the academic literature on purchase intention toward green products. More importantly, to the best of the authors’ knowledge, this study is among the first to examine the antecedents of online purchase intention toward the organic cosmetics of Gen Z and Millennials in an emerging economy, Vietnam. The findings offer important implications for cosmetics companies, retailers, and other stakeholders to have deeper insights into factors influencing young Vietnamese consumer intentions toward purchasing organic beauty products online.

ANTECEDENTS OF REVISIT INTENTION WITH MEDIATED CUSTOMER SATISFACTION A STUDY ON MILLENNIAL CONSUMER BEHAVIOUR AT THEME RESTAURANT IN JAKARTA

The main aim of this research was to investigate the potential impact of food quality, dinerserve, and dinescape on customers' likelihood to revisit theme restaurants in Jakarta. Additionally, the study sought to explore whether customer satisfaction played a mediating role in this relationship. To achieve these objectives, a survey method was employed, and data collection was carried out using an online questionnaire instrument. The target population of the study consisted of millennial consumers aged 18 to 40 years living in Jakarta, Bogor, Depok, Tangerang, and Bekasi. The data collection took place in October 2021. A purposive sampling technique was utilized to select 200 valid respondents, who were then subjected to data analysis using the PLS SEM (Partial Least Squares Structural Equation Modeling) program with smartpls 3.29 software. The findings from this research indicate that food quality, dinerserve, and dinescape significantly and positively influence customer satisfaction. Furthermore, it was observed that customer satisfaction itself plays a significant and positive role in determining the effect on revisit intention at theme restaurants in Jakarta.

An Investigation into the Impact of Luxury Co-Branding on the Purchasing Behavior of Chinese Millennial Consumers

Fashion brands establish and leverage their brands to gain market share and client loyalty. Co-branding alliances are marketing techniques that employ various brand names on a single good or service, which suggests a strategic partnership between various businesses. This study’s goal is to discover what elements influence Chinese millennial customers to buy co-branding. In terms of methodology, an interpretivist philosophy and an inductive methodology were applied. The majority of the data was gathered qualitatively, and content analysis was employed as a method for analysis. To collect empirical primary data, structured video interviews were conducted via WeChat, and open-ended questions were asked. According to the findings, the design of the product and social media recommendations are the most important factors influencing Chinese millennial consumers to purchase luxury co-branded products.

Corporate social responsibility and millennial consumer loyalty: exploring their relationship regarding healthy eating in the fast food sector

The food industry has made substantial investments in the promotion of healthy eating as part of an active lifestyle. These actions are usually part of companies’ corporate social responsibility (CSR) strategies that have a dual purpose: social and business. CSR is built on a network of mutually beneficial relationships between a company and its stakeholders. Therefore, the positive perception of CSR initiatives has an influence on the trust and loyalty of stakeholders. Based on evidence about the effects of the perception of CSR on stakeholder behaviour and on company evaluation, this study proposes and tests a conceptual model of the relationship between CSR perception and customer loyalty in the context of a very important and specific topic and group: healthy eating and millennial consumers. The study employs a quantitative method and structural equation modelling (SEM) with data collected from 500 online surveys. The study also evaluates the influence of other variables: consumers’ interest in fast food companies’ CSR initiatives related to healthy eating (INTEREST) and CSR communication on healthy eating via social media (COMMUNICATION), but unlike previous research, it focuses on variables that can be conditioned by companies. The results confirm the relationship with respect to CSR in general terms, but do not do so in relation to healthy eating. In this case, influence is conditioned by moderating variables, which suggests that COMMUNICATION influences company evaluation only when customers have a prior interest in such initiatives and when correct CSR communication exists on social media, which also affects this relationship, although in a negative direction. This research supports the academic current that promotes CSR as an investment that benefits both the company and society.

AI in the Luxury In-Store Atmospherics

Although the application of new-age technologies accelerated the orientation towards the online retailing journey in the pandemic context, the role of the physical store is still central in luxury shopping. The literature highlighted the growing impact of new-age technologies and Artificial Intelligence on consumer shopping experiences and retailing. Multiple factors are influencing luxury fashion and certainly technology changes are impacting clients’ behaviours and expectations. This study explores the critical impact of AI on in-store atmospherics, influencing the consumer in-store shopping experience. Cross-fertilising the DAST (Design, Ambient, Social and Trialability) model framing consumers’ experience with the growing literature on AI in retailing, this research empirically explores Chinese millennial consumers, a segment of tech-savvy consumers with a significant impact on global luxury markets. Based on 72 interviews with consumers and 12 interviews with luxury retail experts, this research elicits and discusses a set of factors framing the transversal role of AI in in-store atmospherics, framing its impact on the customer shopping experience. The study concludes by opening future research streams and critical appraisal of AI’s transformational impacts on luxury retailing.

Impact of social media influencers' credibility on millennial consumers' green purchasing behavior: a concept paper on personal and social identities

Purpose The purpose of this paper is to provide the theoretical insights with regard to the green purchasing intention–behavior gap and the role played by social media influences in abating this gap. This paper takes into consideration a wider aspect with regard to the antecedents of behavioral intention through personal and social identities in place of the antecedents presented in the theory of planned behavior and social-identity theory. Furthermore, as the theories lack an explanation of how to reduce the intention–behavior gap, this paper also argues the source credibility model (SCM) in explaining the impact that social media influences can have on the behavioral gap. Design/methodology/approach Hypothetical deductive method is proposed for this concept paper under the positivism research paradigm. Findings Not applicable as this is a concept paper. However, the paper discusses the theoretical and managerial implications. Research limitations/implications This is a concept paper. Yes this paper discusses the theoretical, managerial, and social/ecological implications. Practical implications This paper highlights the relevance of consumers' personal and social identities when consumers make purchasing decisions regarding green products. How managers can make marketing strategies, based on credibility model, involving social media influences as product endorsers and ambassadors, as well as the policy makers to design products, earmark consumer behavior and to conduct marketing campaigns in time to come. Social implications As to how policies can be designed and adopted for bio-based economies where sustainability and circularity are given priority and to increase the attention of businesses moving toward sustainable practices. Originality/value Original thought developed based on research, theoretical and market gaps.

The Role of Social Media Usage on Conspicuous Online Consumption among Millennial Consumers

The ubiquity and maturation of the Internet and social media have given rise to social phenomena that impact consumer behavior, particularly in the realm of conspicuous online consumption. This study builds upon prior research by examining the factors influencing conspicuous online consumption among millennials in Jakarta who engage with social media platforms like YouTube and Instagram. The research methodology involved an online survey administered to 400 respondents, with data subsequently analyzed through a structural equation model, utilizing SmartPLS 4.0 software. The results illuminate a noteworthy positive correlation between the four variables studied. Moreover, they indicate that feelings of envy and materialism serve as mediating factors in the relationship between social media usage and conspicuous online consumption. In sum, this study offers valuable insights into the comprehension of conspicuous online consumption and its associated variables, bearing significance for both theory and practical applications. However, it's important to note certain limitations, such as the exclusive focus on the millennial cohort in Jakarta and the fact that the selected social media platforms were not explicitly linked to the mediating variables. Future research endeavors should explore the attitudes of other cohorts toward conspicuous online consumption among social media users.

Take-back programs: analysis of millennial participation in alternative clothing disposal methods

Purpose: This study aims to better understand the relationship between millennial consumers and brand or retailer clothing take-back programs. By analyzing general awareness and willingness to participate in these initiatives, inputs such as trust and brand loyalty are evaluated to understand its influence on behavior. Basic demographics were collected to better understand sample representation. A 5-point Likert scale was used to evaluate feelings and beliefs millennial consumers had towards take-back programs. To further analyze the data, a top-two box approach was utilized to predict the execution of the behavior evaluated. The results indicated that there was a general lack of awareness in terms of take-back programs from millennial consumers. In addition, there was confusion between take-back programs and other alternative means of clothing disposal. The data also provided the conclusion that trust amongst millennial consumers and sustainability claims from brands and retailers are low. Finally, personal brand loyalty influenced the willingness to participate in brand and retailer take-back programs. This research uses theory of reasoned action and theory of planned behavior to better understand consumer awareness of take-back programs. The paper addresses awareness of brand or retailer clothing take-back programs and the relationship trust and brand loyalty has on consumer participation.

The Impact of Sales Promotion, User Interface and User Experience Design on Shopee App Users' Repurchase Intentions

By 2022, Gen Z and millennial consumers dominated Shopee usage in Indonesia. Similar e-commerce platforms are forced to constantly innovate to remain competitive in the market due to increasing competition. Therefore, the primary focus of e-commerce platform development should be on the user interface, user experience design, and promotions that are appealing and easy to access so that potential customers are inclined to repurchase. This research aims to determine the influence of UI design, UX design, and promotions on the repurchase intention of users of the Shopee application. The sampling method used was systematic sampling. Ninety-six respondents are included in the sample. This study uses descriptive analysis, classical assumption tests, multiple linear regression, and hypothesis testing for data analysis. SPSS Statistics 28.0 was used for data processing. The study found that user interface design, user experience design, and sales promotions statistically impact the repurchase intention of users of the Shopee application. The results demonstrate the effectiveness of repurchase intent in e-commerce.

Influencing Factors of Chinese Millennial Consumers’ Online Purchase Intentions via Following Influencers’ Recommendations: An Empirical Study on Womenswear Market

Influencing Factors of Chinese Millennial Consumers’ Online Purchase Intentions via Following Influencers’ Recommendations: An Empirical Study on Womenswear Market

An Empirical Study on Korean Packaged Halal Food Manufactures: Muslim Millennial Consumers' Purchase Intention

This study aims to identify millennial Muslim consumers' perceptions of South Korean halal packaged food products and examine the relationship of each determinant to these food products. The research method used is a quantitative survey with a multiple linear regression data analysis method. The results showed that the primary perception of millennial Muslim consumers' intention to buy South Korean halal packaged food is the halal logo or certification. The factors determining this purchase intention do not fully have a positive and significant effect. Factors that have a positive and significant influence include; halal awareness, halal logo/certification, and product ingredients. While the factors of religious belief and exposure do not positively and significantly influence purchasing intentions. This study recommends that businesses engaged in the South Korean food sector with Muslims as their target customers follow halal principles, such as managing halal certification and including halal labels, raw material information, and processing methods of product/food packaging.

ANALISIS PERILAKU KONSUMEN GENERASI MILENIAL DALAM BERBELANJA ONLINE

ANALISIS PERILAKU KONSUMEN GENERASI MILENIAL DALAM BERBELANJA ONLINE

Environment Friendly Coffee Shop Intentions: How Does Peer Pressure Mediate Among Millennials?

This study aims to determine whether these products are environmentally friendly among millennials. The millennial generation occupies the second-largest position in coffee consumption. The above statement shows the importance of Indonesia focusing more on millennial consumers as a large and potential market for environmentally friendly products. This study aims to determine whether the product is environmentally friendly; in this case, the green coffee shop affects consumer buying interest with Peer Pressure as the mediating variable. This study used non-purposive sampling with snowball techniques. The questionnaire data was tested using Partial Least Square (PLS) from 255 millennial respondents in Indonesia. The results showed that Environmental Knowledge, Environmental Awareness, Social Values, and Eco-Friendly Labels influence Green Purchase Intention through Peer Pressure as an intervening variable. Thus, it can be said that millennial consumers positively influence environmentally friendly products to increase consumer buying interest further. In addition, our results also show that Peer Pressure mediates the relationship between Environmental Knowledge, Environmental Awareness, Social Values, and Green Labels on Green Purchase Intentions of millennial consumer groups in Indonesia.
 Keywords— Green Marketing; Green Purchase Intention; Peer Pressure; Social Value

Does ‘born digital’ mean ‘being global’ in characterizing millennial consumers in a less developed country context? – An empirical study in Myanmar

This paper investigates the way millennial consumers converge into global consumption patterns through the lens of digital nativeness, within the context of Myanmar as a less developed country. Our research model identifies 1) the impact of digital nativeness on social orientation and cosmopolitanism; 2) the impact of those three digital-driven antecedents on consumer digital flexibility and global consumption patterns; and 3) the moderating role of consumer ethnocentrism on the foreign product purchase intention building process. Generation cohort theory and diffusion of innovation theory were employed for the research model. Partial least squares structural equation modeling (PLS-SEM) was used for data analysis. 486 samples were collected from Myanmar, one of the least developed countries in the world. We found digital nativeness is a critical predictor of social orientation and cosmopolitanism. The digital nativeness, social orientation, and cosmopolitanism enhance digital flexibility and global consumption convergence, which results in foreign product purchase intention. The impact of consumer ethnocentrism is identified as non-effective. This paper enriches our understanding of millennial consumers' consumption behavior by capturing the underlying mechanism of the global consumption convergence of millennials in less developed markets. This paper also offers ways to realize the potential value of less developed country millennial consumers from a digital nativeness perspective.

Impact of Green Marketing to Food and Beverages on Purchasing Decisions and Brand Image as a Mediation Variable (Case Study: Millennial Consumers)

The emergence of various threats to the environment, encourages companies to be able to apply a new business concept, namely by implementing issues related to marketing that apply the concept green marketing. Green marketing is the consistency of all activities designed to meet human needs and desires without harming the environment and not harming other living things. This study uses a quantitative approach which is analyzed by using statistical methods by Smart-PLS. Based on the results of the analysis that has been done, it can be seen by consumer perceptions about companies that apply the green marketing concept have good results. The variables in this study include green marketing and brand image as mediating variables which have positive and significant results on purchasing decision variables. Strategies that can be implemented are not using formaldehyde and hazardous chemicals (X1.2), providing a place for inventory storage close to the store (X2.2), providing the latest information on environmental issues (X3.2), holding seminars, and carrying out disaster care actions (X4.2) and collaborating with chemistry students regarding the products used originating from safe materials (X5.2).

Green Marketing and the Decision to Purchase Sustainable Cosmetic Products: A Case Study Applied to Millennial Consumers

Traditional marketing practices have lost impact because they do not consider as differentiating elements the factors generated by the evolution of society, such as the growing evolution of environmental awareness on the part of consumers, aligned with the depredation of our planet. In response to this problem, the concept of green marketing (GM) arises, which links marketing strategies with practices that ensure the preservation of the ecosystem and appeals to the environmental awareness of consumers and its impact on the purchase decision process (PDP).

Mediation Effect of Customer Satisfaction on The Relationship Between Price Perception, Social Media, Brand Awareness, and Repurchase Decisions

This study aims to determine the effect of perceived price, social media and brand awareness on repurchase decisions through customer satisfaction as a mediating variable for millennial consumers at KFC La Terrace Lenteng Agung. This research involved 200 samples of millennial consumers using a purposive sampling technique. Data collection was carried out by distributing questionnaires which were then analyzed by Stata 17.0 software using the SEM (Structural Equation Modeling) model. The results of this study indicate that price perceptions have a positive but not significant effect on customer satisfaction, while social media and brand awareness have a positive and significant effect on customer satisfaction. Meanwhile, social media, brand awareness, price perception, and customer satisfaction have a positive and significant impact on repurchasing decisions. In addition, price perception, social media, and brand awareness have a positive and significant influence on repurchase decisions mediated by customer satisfaction.

IMPACT OF COVID-19 PANDEMIC ON ADOPTION OF OMNI-CHANNEL IN MILLENNIAL CONSUMERS THROUGH OMNI-INTERACTION

Abstract- The covid-19 pandemic with the lockdown and social distancing mandates have disrupted the consumer purchase behaviour. This disruption had the impact in adoption of omni-channel during the pandemic, specific in millennial consumers. As a young generation, and large population, their purchasing power is making them an interactive target for consumer industries. Millennials as consumers of technology on omni-channel will be the focus of this research.This research was tested with a data collected from September 2019 as pre-pandemic period and on December 2020 as within-pandemic period. The output reveals that Omni-interaction and Millennial purchase behaviour are not strengthen the Omni-experience and Adoption omni-channel within-pandemic period compare to pre-period. The key is the lockdown and social distancing mandates accelerated the digital transformation impacted direct to process of adoption of omni-channel. The quality and credibility of information influenced the millennial to make purchasing decisions. This research will contribute to the literature by providing a factors of adoption omni-channel to understands consumers and their experiences to purchase. Limitation of this research is draws conclusions based on data that were collected at pre and during pandemic period. To overcome this limitation, future research should consider the post pandemic period dataset especially when available.
 Keywords: Covid-19; Omni-channel; Millennial; Adoption; Experience