Young Consumers Research Articles

How consumers value sustainable packaging: an experimental test combining packaging material, claim and price

PurposeThis study investigates the combined impact of two packaging cues (i.e. packaging material, recycled content claim) and a price premium on young consumers’ product perceptions and choices.Design/methodology/approachExperimental data were collected online via a questionnaire and a hypothetical choice task completed by 221 young consumers (i.e. 19–25 years). We manipulated two packaging cues for a liquid food product: the packaging material (glass vs plastic) and the presence (vs absence) of a recycled content claim (i.e. 100% recycled). We also manipulated whether a price premium was attached to these packaging variations.FindingsThe packaging material and the claim both had a significant influence on young consumers’ sustainability perceptions, and these perceptions extended to perceptions of various product attributes (e.g. healthiness, quality). When all products cost the same, participants were more likely to choose a glass bottle (i.e. 81%) than a plastic bottle, and a bottle with the recycled content claim (i.e. 79%) than a bottle without this claim. However, these preferences dropped significantly when a price premium was attached to these packaging variations.Originality/valueWhile most studies have relied on surveys and qualitative methods to investigate consumers’ reactions to sustainable packaging, our research uses an experimental method to assess how packaging impacts young consumers’ perceptions and choices. Additionally, by manipulating the presence of a price premium, this study uniquely investigates the impact of such a premium on young consumers' willingness to choose sustainable packaging.

FASHION ACCOUTREMENTS: VERSATILITY FOR MULTI-UTILITY CLOTHING -“A FANTASY WARDROBE CONCEPT”

Today's young fashion consumers are seeking unique silhouettes to craft more appealing and aesthetic looks. The strong desire for individuality necessitates the exploration and utilization of basic silhouettes. Silhouettes serve as the core structure of the design, providing an authentic foundation upon which innovative solutions can be built. This study focuses on the redesign of additional articles of clothing for their multi-functional utility. Fashion accompaniments allow for the seamless integration of existing wardrobe pieces, significantly curbing excessive clothing consumption and waste, thus promoting sustainability. These versatile clothing pieces offer a range of styles, discouraging the need for frequent clothing purchases. This integrated approach can curb the impulsive buying habits among young fashion consumers presenting a creative solution for fashionable looks. The key is to familiarize customers with strategically planned wardrobes that include compatible detachable clothing pieces. Fashion accompaniments can be augmented to mix and match with existing wardrobe clothing pieces. Designers and fashion brands can be encouraged to focus on perennial clothing with a contemporary touch. It is crucial to educate consumers on the versatility of these accompaniments to effectively incorporate them into daily life. This study seeks to repurpose remnants from high fashion silhouettes into detachable pieces that can be transformed into new clothing designs. The adoption of simplified patternmaking concepts can minimize procurement costs. These silhouette overlays have the potential to revolutionize design and style experimentation, and traditional design boundaries. The transformation of basic shapes into versatile forms can unlock limitless possibilities for their optimal use, leading to an eco-friendly approach to fashion. The suitability of the silhouette to the figure type is a crucial factor in the selection process. The study proposed the implementation of CLO3D technology by brands to personalize looks and ascertain suitability to figure type for captivating results.

Does Tiktok's Short Video Marketing Increase Product Purchasing Power among Young Consumers

This paper delves into the profound influence of TikTok, a rapidly evolving social media platform, on the purchasing behaviours of the younger demographic, primarily Generation Z. Focusing on the platform's brief video advertising strategies, the study investigates how TikTok has become a nexus for brand promotion, product exploration, and consumer engagement. By examining the platform's capabilities, its alignment with the preferences of youthful consumers, and real-life instances such as successful marketing campaigns like the e.l.f. Cosmetics #eyeslipsface challenge, the article illustrates TikTok's significant impact on shaping purchasing decisions. However, it also acknowledges the limitations and challenges faced by TikTok's marketing influence, emphasizing the need for continued innovation and differentiation to sustain its competitive edge in the evolving landscape of social media marketing.

The Popularity of Korean 3ce Beauty Products for Female College Students - Take Wuhan Media College as an Example

With the development of the internet and global technology, multinational beauty products have also had a certain position in the Chinese market. The sales rate is also gradually rising. Korean beauty products have also won the love of Chinese consumers because of their fashionable design and good marketing strategy, and have caused a boom among female college students. The female college students of Wuhan Media College are a group of young and fashionable women, and they have become the ideal object of this study. The geographical location and economic development level of Wuhan as a city in central China are very good conditions for the development of Korean beauty products. This article aims to explore the phenomenon of female college students of Wuhan Media College pursuing Korean beauty brand 3ce, analyze consumer psychology, market positioning and marketing strategies, and understand the needs and behavior characteristics of female college students of Wuhan Media College for Korean beauty makeup through the collection and analysis of questionnaire survey data. The study found that the purchase of the Korean beauty brand 3ce by female college students of Wuhan Media College is mainly affected by social media marketing, product design and cost performance. The research results of this article have certain reference value for understanding the consumer psychology of young consumers and the following market trends.

Purchase intention of brands with corporate social responsibility among generations Y and Z consumers in Chile

AbstractBrands around the world are recognizing the importance of committing to sustainable development through corporate social responsibility (CSR) initiatives. However, the literature shows scant empirical understanding of the purchase intention of younger consumers of Generations Y and Z regarding brands that engage in CSR initiatives. Drawing on the theory of planned behavior (TPB), the objective of this study is to develop and test an extended model of purchase intention for brands with CSR initiatives among the segment of Gen Y and Z consumers. The model is tested using an online survey applied to Chilean consumers and statistically analyzed using the structural equation modeling (SEM) technique. The findings show that attitude, subjective norms, and perceived behavioral control are significantly and directly related to the consumer's intention to purchase brands that demonstrate CSR initiatives. Further, consumer involvement and trust in brands' CSR initiatives have an indirect but significant effect on purchase intention through their impact on attitude. This research contributes to the literature on CSR and branding by addressing the role of consumers in supporting brands, which contribute to sustainable consumption. Findings can help brand managers and policymakers implement strategies to encourage consumer support for CSR initiatives.

"Eco-conscious appetites: Investigating organic food purchase intentions through consumption values, empowered by environmental self-identity and analyzed using MGA – Baltic insights"

Growing consumer interest in organic food has attracted the attention of the academic community. While the existing literature broadly examines the acceptability of organic food, there is a recognized need to delve deeper into consumer values. This study fills this gap by applying the theory of consumer values. The data was collected as part of a survey of 1000 Lithuanian consumers to evaluate the proposed hypotheses empirically. The results show that functional value (quality), social value, conditional value, emotional value, and epistemic value positively influence purchase intention for organic food. Conversely, functional value (price) does not significantly impact the purchase intention of organic food. Furthermore, the study recognizes a significant moderating impact of environmental self-identity in shaping the relationship between conditional value, emotional value, and purchase intention of organic food. In addition, a multi-group analysis examines notable differences between consumer groups based on gender, education, age, and income. The results indicate significant group differences, showing that purchasing behavior among women, younger consumers, those with higher incomes, and those with higher education levels are more susceptible to these values. This research improves our understanding of consumer values regarding organic food in Lithuania and provides valuable guidance to managers and policymakers. By recognizing the intricate interplay between different values and the influence of environmental self-identity, stakeholders can better tailor their marketing efforts and policies to meet the unique preferences of different consumer groups, ultimately promoting the growth of the organic food market.

Impact of Digital Content Quality and Network Externalities on the Development of Young Consumers’ Online Brand Trust and Loyalty

Studies have shown that young consumers continue to be the target of digital marketing communications. They are also a source of revenues from online platforms that provide digital content. This research aimed to investigate whether young consumers’ online brand trust and online brand loyalty would be significantly influenced by such independent variables as creators’ digital content quality and network externalities. The study employed purposive sampling of 402 Thai undergraduate respondents who regularly view contents from their followed or subscribed channels. The research results were statistically analyzed using Structural Equation Modeling. The analysis revealed that creators’ digital content quality (.745, p < .001) and network externalities (.152, p < .001) had a significant impact on online brand trust. Furthermore, online brand trust (.960, p < .001) also had a significant impact on online brand loyalty. The findings provide empirical evidence for social media and digital marketing communications. In addition, the findings reveal that enhancing trust is still crucial to branding.

Influence of Tiktok video content on youth people's online shopping intention for fashion items

This study delves into the influence of TikTok video content factors - Entertainment, Information, Usefulness, and Interaction - on the online purchase intention of fashion items among young consumers. Drawing upon the Integrated Theory of Planned Behavior, ABC model (Attitude, Behavior, Context), and Mobile Technology Acceptance Model framework, the research examines how these factors shape consumer behavior on popular social media platforms. A quantitative approach was employed, utilizing survey data collected from 620 young respondents in Vietnam. The findings reveal that Entertainment, Information, Usefulness, and Interaction significantly impact online purchase intention, with Usefulness and Interaction emerging as the primary drivers. However, the study also acknowledges several limitations, including sample size constraints and potential biases inherent in self-reported data. Future research directions include longitudinal studies to explore the dynamic nature of consumer behavior on TikTok and comparative studies across different demographic groups to enhance generalizability. This study contributes valuable insights for marketers and advertisers seeking to leverage TikTok as a platform for engaging young consumers and driving online purchase behavior in the fashion industry.

How to enhance consumers’ purchase intention in live commerce? An affordance perspective and the moderating role of age

Live commerce is a novel form of social commerce characterized by real-time interaction and synchronous visualization. Drawing upon affordance theory and the affective-cognitive framework, we propose a comprehensive research model that integrates three key dimensions of affordances of live commerce technology, namely utilitarian (visibility), social (social presence, interactivity, self-presentation), and hedonic affordances (entertainment), together with consumers’ cognitive and affective states (perceived diagnosticity and psychological distance). Furthermore, we explore age as an important contingency factor in understanding consumers’ purchase intention in live commerce. We collect data from 353 consumers who have live shopping experiences in China and analyze the research model with the structural equation model approach. Results indicate that visibility, social presence, and interactivity positively contribute to perceived diagnosticity, whereas entertainment and the three social affordances reduce psychological distance. Notably, the influence of perceived diagnosticity on purchase intention is more pronounced among older consumers, whereas the impact of psychological distance on purchase intention is stronger among younger consumers. This study not only advances the understanding of affordance theory within live commerce contexts but also offers practical insights for streamers and live commerce platforms.

Food company competitiveness determination using marketing monitoring

The study aimed to assess the market position of food enterprises and identify the key factors influencing consumer satisfaction with products. The study included a survey of 200 consumers and 50 business representatives, stratification analysis, Student's t-test and Fisher's test. The main results showed that product quality was the most important factor with a weight of 40%, while price had a weight of 25%, availability 20% and packaging 15%. Younger consumers (18-35 years old) prefer innovative and aesthetic products, while older groups value functionality and safety more. Consumers with higher education prefer environmentally friendly products, while consumers with secondary education are more likely to trust trusted brands. The analysis of professional differences demonstrated that business professionals focus on brand and price, healthcare professionals on health and safety, and educators on the value and educational impact of the product. In addition, the study found that women were significantly more likely to state that aesthetic and functional aspects of packaging were important compared to men, with average satisfaction levels of 4.5 and 3.8 respectively (p < 0.05). The study also determined that consumers with higher incomes are more likely to choose products with premium packaging and additional benefits. The conclusions highlight the need to adapt marketing strategies to meet the specific needs of different demographic groups, which will help to increase the competitiveness of food companies in the market. This research provides valuable information for food producers, improving consumer awareness and tailoring products to meet the needs

The Impact of SHEINs Content Marketing on Consumer Perceptions in the Digital Marketing Process

With the rapid development of the Internet and digital technology, content marketing strategy has become increasingly important in the field of digital marketing. However, there is insufficient research on how a brands digital content marketing affects consumers purchase intention, especially among emerging brands. In this study, the SHEIN brand was used as a reference. Through a comprehensive literature review and in-depth case analysis, this research systematically explores its core digital content marketing strategy and reveals the core elements of its success. The research results show that SHEINs user-generated content (UGC) strategy in digital content marketing, especially social media marketing, encourages consumers to independently shoot and write SHEIN product content, thereby increasing new consumers product recognition and thus influencing consumers purchases. This strategy not only deepens consumers' positive impression and awareness of the SHEIN brand but also significantly enhances their purchase intentions. Through this analysis, brands can effectively attract and retain customers by articulating their core values and developing precise digital content marketing strategies accordingly. This research provides valuable insights into how brands can build and implement effective content marketing strategies in the digital age, especially in terms of how to attract and retain younger consumers. At the same time, the companies should also realize that with the continuous advancement of technology, future digital content marketing strategies will continue to evolve, and brands need to maintain keen insights and constantly adapt to new market environments and consumer needs.

Measuring Consumer-Reported Quality of Life Among Recipients of Publicly Funded Home- and Community-Based Services: Implications for Health Equity.

Despite an increased policy focused on home- and community-based services (HCBS), little is known about their quality of life (QoL)-a key measure of person-centered care. This paper addresses this gap by measuring consumers' self-reported QoL and identifying factors associated with disparities in QoL. We analyzed the 2015-2016 National Core Indicators-Aging and Disability survey for 3426 respondents in Minnesota, using factor analyses to identify latent QoL domains. Multivariable regression models identified predictors of QoL domains. Factor analyses identified three valid and reliable latent QoL domains: security, self-determination, and care experiences. Younger consumers with disabilities (versus consumers ≥65 years of age), minoritized racial/ethnic groups, consumers with hearing loss, without a spouse/domestic partner, and not living in consumer's own/family home reported significantly lower QoL in various domains (p < .001). Disparities in HCBS consumer-reported QoL exist, necessitating equitable reforms to improve HCBS quality for its increasingly diversified consumer base.

Effects of water conservancy-project policies on lake ecology, rural economy, leisure-environment development, and local young people’s willingness to engage in leisure activities

Context No consensus has yet been formed on project development in lake-water conservancy on aspects such as lake quality, ecological environment, rural economy, social culture, leisure living environment and leisure aspirations due to the current lack of comprehensive discussion. Aims This study mainly uses the case of Sun Moon Lake in Taiwan to verify the impact of lake-tourism optimisation and water-conservancy projects on the rural economy, water quality, ecology and sustainable development of tourism for local young people in the area around the lake. Methods We employed open-sampling questionnaires and semistructured interviews to collect data and conducted multivariate analysis. Key results The study investigated the hypothesis that optimising water-conservancy projects for lake tourism creates a stable leisure and tourism environment in rural areas, enhances visibility, and increases emotional exchanges and the preservation of historic sites. However, problems such as excessive tourism waste and a lack of public facilities negatively affect local young consumers’ willingness to engage in tourism activities. Conclusions Improving problems in the villages, ecology and natural environment surrounding lakes that are being conserved can increase young local individuals’ willingness to engage in and share experiences of tourism activities. Implications If the local government can improve the issues of protected villages, ecology and the natural environment around the lake, it can increase the willingness of local young people to participate in and share their experiences in tourism activities.

The Analysis of Croissants, Lovely Bread from Lovely Heart Students at Politeknik Pariwisata Bali

This research aims to study the experience of making croissant pastries. It is a qualitative study with a phenomenological approach. Qualitative research methods are geared towards gaining a profound understanding of phenomena from the viewpoint of the subjects involved. These methods, such as depth interviews, participant observation, and literature review, are commonly used. Depth interviews delve into comprehensive discussions with respondents to grasp their perspectives thoroughly, while participant observation involves direct engagement to comprehend the dynamics of a situation. Meanwhile, literature review examines pertinent sources to grasp the existing knowledge regarding croissants, alongside the obstacles and prospects for their advancement. In summary, croissants are cherished for their delectable taste, adaptability, and appeal to younger consumers. Their adherence to traditional production techniques, French heritage, and strict quality control measures underscore their authenticity and widespread adoration. With their capacity to cater to varied preferences and visually striking appearance, croissants remain a beloved pastry enjoyed and crafted by many.

What determines plastic recycling intention and behavior of consumers in megacities of emerging economies? Evidence from Shanghai, China and Mumbai, India

Although megacities of emerging economies are facing a huge challenge of mismanaged plastic waste, what affects local consumers’ recycling intention and behavior is poorly understood. This study aims to address this knowledge gap using an extended Theory of Planned Behavior model with four factors: attitude (ATT), subjective norms (SN), perceived behavior control (PBC), and perceived facilitation from government and community (PF), in Shanghai and Mumbai. Specifically, the study explores how these factors affect each gender and age group differently. The findings reveal that, in Shanghai and Mumbai, PBC (Shanghai: β = 0.432, P < 0.001, Mumbai: β = 0.612, P < 0.001), as well as PF (Shanghai: β = 0.136, P < 0.01, Mumbai: β = 0.116, P < 0.01) are the most significant determinants. It is also true for female (PBC: β = 0.527, P < 0.001, PF: β = 0.124, P < 0.01) and male consumers (PBC: β = 0.656, P < 0.001, PF: β = 0.115, P < 0.05), as well as for older consumers (PBC: β = 0.643, P < 0.001, PF: β = 0.147, P < 0.05) and younger consumers (PBC: β = 0.418, P < 0.001, PF (β = 0.234, P < 0.001). Notably, female consumers (β = 0.133, P < 0.05) are more influenced by SN, but male consumers (β = 0.150, P < 0.01) and younger consumers (β = 0.181, P < 0.001) are more affected by ATT. Based on these results, specialized policy strategies for different groups were proposed. These findings contribute to a better understanding of the factors shaping recycling intention and behavior in megacities, facilitating the development of effective policies to tackle plastic waste management challenges.

The Importance of the Vinted Application in Popularizing Sustainable Behavior among Representatives of Generation Z

Changes in the fashion market (mainly fast fashion) mean that the negative impact of this sector on the natural and social environment is increasing. An important measure to limit this negative impact is to create more responsible consumer behavior in this market. This applies especially to young consumers, who are the recipients of most fast fashion campaigns, and thanks to new media (including mobile applications), their sustainable behavior can be shaped. The main aim of this study was to identify the features of the useful Vinted mobile application in terms of promoting socially and environmentally sustainable behaviors of Generation Z on the clothing market. At the stage of collecting research material, the desk research and CAWI (computer-assisted web interview) methods were used, and the analysis included, among others, measures of descriptive statistics, a customer satisfaction index (CSI) and a Mann–Whitney Z test. The research was carried out at the turn of 2022/23. The responses of 370 respondents using the Vinted application were qualified for analysis. A convenient selection of the research sample was used. The link to the survey was shared through online channels, including social media. The snowball method was used to obtain respondents. This study shows that less frequent use of the application corresponds to lower ratings of the analyzed parameters. The most important features (attributes) of the application are free application, ease of creating an account and secure payment. The main reason for using the Vinted application is the economic factor (looking for bargains). There is a difference between the CSI value in the group of women and men. To the best of the authors’ knowledge, this is the first survey conducted among representatives of Gen Z, which simultaneously took into account satisfaction with using the Vinted application and its impact on popularizing sustainable attitudes.

Green Marketing, Green Price and the Effect to Green Purchase Behavior in Young Consumers

Environmental sustainability is essential for maintaining the quality of life and climate. Along with the modernization of the times and the increasingly massive free radicals, green marketing needs to be implemented to support environmental sustainability. This study aims to develop a research framework that can improve purchasing decisions for environmentally friendly products by increasing green marketing and price. This research is a quantitative study with a sample of 120 students. The results showed that green marketing has a significant positive relationship with green purchase behavior. Furthermore, the results also show that green price is positively related to green purchase behavior.

Hemp-based psychoactive use and risk among young adults: Trend theory, policy, and regulation beyond legality

BackgroundHemp-based psychoactives comprise a burgeoning legal substance market with rising trends in use across the U.S. and Canada as well as parts of Europe. Currently, scant empirical research on the use of these Novel Psychoactive Substances (NPS) exists. By examining policy, market conditions, consumer uptake, and related risks, this research extends theory on drug trends by describing the regulatory environments that shape the emergence and popularity of psychoactive hemp-based products among young adults. MethodsRelying on ethnographic fieldwork of hemp-based markets across 3 U.S. state hemp and cannabis policy contexts as well as in-depth interviews with 40 young adult cannabis consumers recruited across 10 U.S. states, we examined how regulatory conditions shape hemp-based psychoactive markets, trends in their use, and associated risks. ResultsYoung adults are motivated to consume hemp-based psychoactives due to the regulatory and market environments that facilitate the production of highly potent products that are inexpensive and easily accessible. States that regulate hemp-based psychoactives as cannabis, do not provide hemp markets with a competitive advantage and as such see minimal uptake. In the absence of hemp specific policies, substantial variations in product potencies, insufficient dosing information, and unscrupulous product packaging practices may increase related risks. ConclusionTrend theory provides insight into the complex relationships that exist between drug policy, markets, and the proliferation of legal highs. Understanding the contextual significance that both market and regulatory conditions have on legal drug production, distribution, and consumption may better inform approaches to reduce the risks commonly associated with novel psychoactive substances like hemp-based psychoactives.

Antecedents of young consumers’ behavioral intention toward plastic waste minimization in Vietnam

Antecedents of young consumers’ behavioral intention toward plastic waste minimization in Vietnam

Exploring the impact of goals and motivation on young consumers’ sustainable plastic management behavior using the Theory of Reasoned Goal Pursuit

Despite literature suggesting the importance of goals and motivation in pro-environmental behavior, its implication for predicting consumers’ sustainable plastic management behavior (SPMB) is limited. This paper adopted the Theory of Reasoned Goal Pursuit (TRGP) to predict young consumers’ SPMB, which includes plastic consumption reduction and proper disposal of plastic waste. Data was collected by surveying 336 respondents from a developing country - Bangladesh. Partial least square-based structural equation modeling (PLS-SEM) was used to analyze data. The result shows a significant impact of active procurement and approval goals on attitude and subjective norms, respectively, that lead to the formation of motivation. Furthermore, it was found that individuals’ motivation significantly impacts their intention, eventually leading to pro-environmental behavior (i.e., SPMB). This research contributes by providing deeper insight into the underlying mechanism of how the active procurement goal (i.e., pro-environmental goals), active approval goal, and motivation interact with other factors to reshape individuals’ SPMB. In addition, this paper provides further evidence on the implication of TRGP in habitual type pro-environmental behavior context. Finally, this paper offers solid suggestions for practitioners to promote circular economy practices at the consumer level to fight against plastic pollution.