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This paper aims to understand the importance of young female consumers in Asia as a market and propose strategies for retail marketers to effectively engage with them while respecting their evolving gender roles and identities.

Data are derived from self-administered questionnaires completed by Malaysian female secondary school students aged 13 to 19. Using statements about gender roles and identities, the authors first segment respondents based on their perceptions of ideal female gender roles and identities and subsequently investigate each segment’s shopping orientation.

This study identifies four segments of young female consumers based on gender identity: civic intellectuals, presentable intellectuals, career-oriented and family-oriented. While young female young consumers with higher presentable intellectual traits are more likely to go window shopping (recreational shoppers), those with higher civic intellectual traits are more inclined to look for things they wish to buy and spend less time doing so (utilitarian shoppers).

Marketers and retailers should continue to use profiling of young female customers to predict the psychological changes related to societal and economic changes. Merely focusing on females’ appearance and family responsibilities may no longer be relevant due to the evolving social order. This implication is especially critical for marketers and retailers targeting the female market.

The results of this study will have important theoretical and managerial implications for marketers and retailers interested in understanding the changing needs and beliefs among young female consumers and how these impacts their shopping orientation.

Amidst growing concerns about environmental sustainability, brands face the challenge of upholding authenticity in their green marketing efforts. While existing research primarily focuses on understanding and preventing greenwashing, there is a critical need to explore its consequences and mitigation strategies. This study aims to investigate the effects of greenwashing across varying levels of severity on consumer forgiveness and brand attitude, with growth beliefs and apology sincerity serving as moderators.

This study conducted a between-subjects online experiment in two phases: Phase 1 examined the effects of greenwashing severity on brand attitude, mediated by consumer forgiveness and moderated by their growth beliefs, whereas Phase 2 tested the moderating role of apology sincerity.

This study identifies different types of greenwashing and reveals that higher perceived severity of active greenwashing worsens brand attitude through reduced consumer forgiveness. However, consumers with stronger growth beliefs show greater forgiveness, moderating the negative impact of greenwashing severity. Crucially, a sincere apology effectively mitigates the detrimental effects of greenwashing severity on brand attitude.

This study offers actionable insights for brand managers, highlighting that fostering growth beliefs and offering sincere apologies can mitigate the negative impacts of greenwashing.

This study advances the greenwashing literature by highlighting the negative consequences of greenwashing on consumer forgiveness and brand attitude, and underscoring the role of growth beliefs and apology sincerity as effective mitigation strategies.

Fear of Missing Out (FOMO) is characterized by anxiety over potentially missed experiences, while Joy of Missing Out (JOMO) embraces contentment in opting out of social engagements. Drawing on cognitive appraisal theory, this study aims to investigate how FOMO and JOMO appeals influence pride, gratitude and purchase intention while considering the impacts of age and social comparison orientation.

Three experiments examined the impact of FOMO (Study 1), JOMO (Study 2), and comparison between FOMO and JOMO (Study 3) on pride, gratitude and purchase intention. Moderated-moderated mediation models were also tested to assess the roles of age and social comparison orientation (SCO).

FOMO appeals tend to boost feelings of pride, while JOMO appeals promote gratitude, both of which result in a higher likelihood of making a purchase. The effect of FOMO appeal on purchase intention via pride is stronger among younger consumers with high SCO. In contrast, the impact of JOMO appeal on purchase intention via gratitude is higher among older consumers with low SCO.

Understanding the nuances of different advertising appeals and their effect on consumer emotions (e.g. pride and gratitude) and purchase intention can inform marketers and advertising agencies in crafting more targeted and effective advertising campaigns that resonate with diverse consumer segments.

This study adds to the consumer emotion literature and generational research by emphasizing the role of emotions and age in shaping consumer responses to advertisements.

Drawing upon extended-self theory, this research aims to understand how different access modes of consumption and product type influence consumers' perceptions of self-product connection and sense of individual and collective ownership.

Two experiments assessed the impact of access modes (temporary vs permanent) and product types (tangible vs intangible) on individual and collective psychological ownership (IPO and CPO) as well as the mediating role of self-product connection in these relationships.

Temporary access reduces IPO compared to permanent access. Moreover, self-product connection mediates the relationship between access modes and both IPO and CPO. Product type significantly moderates the degree of psychological ownership, with intangible products having a notable influence on the impacts of access modes on IPO and CPO.

Understanding the nuances of access-based consumption and its effects on psychological ownership can inform marketers and businesses in designing more effective strategies for product offerings and access modes. Highlighting self-product connection can aid in cultivating stronger consumer relationships and loyalty in access-based consumption contexts.

This study contributes to the existing literature on consumer access-based consumption by shedding light on the changing dynamics of material possessions and the psychological mechanisms underlying ownership perceptions in access-based models.

The consumption of bubble tea is a huge phenomenon in Southeast Asia, and many bubble tea stores have been decorated uniquely in an attempt to attract more consumers. Hence, the purpose of this study is to investigate the influence of servicescape on experiential value and its influence on consumers' responses (i.e. eWOM, revisit intentions and willingness to pay a price premium) based on the Stimulus-Organism-Response framework.

This research project gathered survey data from 289 consumers of bubble tea. The collected data underwent analysis employing a statistical technique known as partial least squares structural equation modelling to examine and understand the relationships between different variables within the dataset, offering insights into consumer behaviour and preferences regarding bubble tea consumption.

The results show that factors such as facility aesthetics, seating comfort and cleanliness positively affect experiential value. However, layout accessibility and signs and symbols do not affect experiential value. In addition, experiential value positively affects eWOM, revisit intentions and willingness to pay a price premium.

The importance of servicescape in physical stores within the restaurant setting has been extensively documented in existing literature. However, there is a notable lack of research addressing the influence of servicescape on consumer responses, particularly within the bubble tea context. This study stands out as one of the few endeavours to examine the impacts of servicescape on consumer responses within the bubble tea industry.