Young Consumers: Volume 17 Issue 1

Editorial

Brian Young

The social and dual identity role of joint gift-giving among adolescents

Ruth Segev, Aviv Shoham

This study aims to explore the dual identity role of joint gift-giving among adolescents. Studying this phenomenon through the lens of impression management theory enabled us to…

Behavioural intention to adopt mobile banking among the millennial generation

Evon Tan, Jasmine Leby Lau

The purpose of this paper was to examine the intention to adopt mobile banking services among Generation Y consumers using the unified theory of acceptance and use of technology…

Perception of healthy and unhealthy food among Chinese adolescents

Kara Chan, Tommy Tse, Daisy Tam, Anqi Huang

The purpose of this paper is to explore snacking behavior and perspectives on healthy and unhealthy food choices among adolescents in Mainland China.

Peer influence strategies in collectively consumed products (events and festivals): an exploratory study among university students

Kirsten Scully, Miguel Moital

The purpose of this paper is to examine peer influence in the context of purchasing collectively consumed products. The particular focus of the paper is on strategies used by…

Experiential value and domain-specific innovativeness during freemium game usage: effects on child well-being

Wagner Junior Ladeira, Fernando Oliveira de Santini, Claudio Hoffmann Sampaio, Clecio Falcao Araujo

In specifically examining uses of freemium applications for children, this study aims to investigate the effects on user well-being after the experiential value by examining the…

Sustainable and non-sustainable consumer behavior in young adults

Joonwhan David Lee, Angelica Bahl, Gregory S. Black, Darrin C. Duber-Smith, Nicole S. Vowles

Using broad definitions of sustainable and non-sustainable consumer behavior, identifying key elements of these types of consumer behavior and differentiating between spirituality…

Consumers at play: negotiations of identity in a Japanese preschool

Mayumi Takahashi

The aim of this article is to explore how young children (five year olds) collectively construct pretend identities with peers in play while using and negotiating consumer…