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PurposeThe purpose of this paper is first, to investigate young consumers' fashion disposition behavior, second, to identify motivations for their fashion disposition, and third, to identify emotional responses experienced during and after the fashion disposition process. The paper also aims to investigate young consumers' ideas about their future fashion disposition practices and to what extent did participants link being socially responsible to their fashion disposition decisions and behaviors.Design/methodology/approachA qualitative approach was adopted wherein undergraduates wrote an essay concerning their apparel disposal habits. Data were analyzed using content analyses.FindingsParticipants engaged in multiple fashion disposition behaviors including donation, selling, repurposing, and swapping unwanted clothing, Participants mentioned fashionability, physical condition of an item, and social responsibility as factors that prompted their fashion disposition. Participants experienced primarily positive emotions when disposing of unwanted apparel items. In the future, participants indicated a desire to make additional efforts to donate unwanted clothing, repurpose clothing, and to attempt to reduce the amount of clothing they acquired.Originality/valueBy investigating young consumers' fashion disposal, underlying motivations for disposal were identified as well as the need for education on how to dispose of clothing items in socially responsible ways as responses suggested that these young consumers were open to disposing of their unwanted fashion items in a socially responsible manner but did not always have the skill or knowledge to do so.

PurposeThe purpose of this paper is to provide an explanation for why young consumers adopt interactive technologies.Design/methodology/approachThe data analysed in this paper was taken from a series of in‐depth interviews and two online surveys initially conducted for the 2005 and 2006 Lifelounge Urban Market Reports.FindingsThe results suggest that five key values held by young consumers explain their adoption of interactive technologies. Following the explanation of each finding is a vignette of how the social networking site MySpace utilises interactive technologies to enable young consumers to convey their values.Originality/valueThis paper fills a gap in the literature by providing a values‐based structure of why young consumers adopt interactive technologies.

PurposeThe purpose of this study is to examine how status‐seeking and fashion‐innovative young consumers evaluate diffusion brands. The influence of brand naming techniques and country of origin on brand image and product quality of diffusion brands is also examined.Design/methodology/approachTwo well‐known luxury brands and two product categories were identified as the stimulus for the study through pretests. Data were collected using a convenience sampling method in a large Australian university. A self‐administered questionnaire was distributed and 603 usable responses were returned with the sample falling between the ages of 18‐24.FindingsThe results revealed that sub‐brands and nested brands have similar product quality and brand image evaluation when compared with the parent brand. Furthermore, sub‐brands and nested brands have demonstrated product quality fit and brand image fit with the parent brand. The findings suggest that a new brand is not a good substitute for the parent brand to express status. In addition, brand origin is a greater indication of product or brand quality than country of origin.Research limitations/implicationsReplication of study on other segments is worthy of future research. Only the influence of fashion innovativeness and status consumption on diffusion brands was examined. Other external factors can be identified and explored.Practical implicationsMarketers or brand strategists can consider establishing sub‐brands or a nested brand in the early stages of product innovation as status symbols to attract young consumers. There should also be greater emphasis on brand name instead of product involvement when marketing a diffusion brand.Originality/valueThere is limited research that examines how young status‐seeking and fashion‐innovative consumers evaluate diffusion brands. Furthermore, the study is conducted in an Australian context. Two product categories were also studied.

PurposeThe purpose of the paper is to profile young Turkish consumers by segmenting them over internet addiction.Design/methodology/approachTo profile the segments, the study analyses the internet addiction and its preceding factors among 313 Turkish high school internet user students, aged 15‐18 years old, selected on a convenience basis. The data of this descriptive study were collected by a structured questionnaire. The relationship among internet addiction and the preceding factors; demographics, internet use hours, purpose of internet use, other media consumption, gratification of internet use are examined.FindingsTV consumption, internet use hours, three purposes of internet use factors as "social navigation", "targeted navigation", "download", besides four gratification factors namely "diversion and means", "improve one self", "virtual relationship", "virtual community" were found to explain 40 percent of variation in internet addiction. The model was tested with structural equation modeling (SEM). Then the students were clustered based on internet addiction and were profiled by the preceding factors as defined in the resulting model.Research limitations/implicationThe research is limited to young people in Turkey using a convenience sample with a questionnaire methodology. Future research could extend the cultural base and utilize other methods.Originality/valueThis is a pioneering study for internet use in Turkey. In the near future, an increase in Internet use will be expected. The paper helps Turkish marketers be aware of the Internet use experience of their young consumers.

PurposeThe purpose of this paper is to establish the effectiveness of a new system for communicating energy balance on food labels.Design/methodology/approachA quantitative approach was taken to enquire into the ability of children and adolescents to understand the marketing communications contained on an existing food label in order to design a new system to rapidly communicate the concept of energy balance to a diverse market in terms that are appropriate and understandable.FindingsThere is a gap between the perceived ability of children and adolescents to understand food label information relating to the ingestion of a healthy diet and their demonstrable ability to so do. Through a novel combination of existing theoretical approaches, children and adolescents were able to understand energy balance more clearly than before.Research limitations/implicationsThe qualitative and quantitative samples were small and not representative of the larger sample. Future research needs to be undertaken to improve the reliability of the outcomes.Practical implicationsDesigning information systems based on the interests of target audiences can enhance their inclusiveness and usefulness.Originality/valueThe programme of work undertaken to deliver this paper is highly original. The value of the paper is that it initiates a whole new area of research. It is of value to anyone working in marketing communications, and social marketing in particular.

Purpose
The emergence of mHealth applications has led to the rise of health-based services delivered over smartphones. Younger people are often found to be more innovative toward technology, especially related to smartphones (Rai et al., 2013). Most mHealth application downloaders are continually shifting between applications because of the hyper-competition making achieving loyal consumers challenging (Racherla et al., 2012). The purpose of this paper is to study the determinants that help increase young consumers mHealth application loyalty. This study integrates self-determination theory (SDT), gamification elements and engagement to examine loyalty.


Design/methodology/approach
A valid sample of 263 college student's data was obtained for data analysis from a survey conducted in multiple campuses of the Delhi University in India.


Findings
The three psychological needs: need for autonomy, need for competence and need for relatedness, showed a positive impact on intrinsic motivation. From the gamification factors; perceived playfulness, the level of challenge and social interaction, only the first two showed a positive impact on extrinsic motivation. Both motivation factors influence engagement, showing a frequent interaction with the application, leading to loyalty.


Originality/value
Previous studies examined the adoption of mHealth services, this study is one of the first to examine young consumers' loyalty in using mhealth apps. It sheds light on the existing literature and contributes to research on mHealth applications by determining the factors that lead to loyalty by the young consumers.

Purpose
This study aims to examine the influence of homophily in an online community and the effect of electronic word of mouth (eWOM) consensus on young consumers' attitudes.


Design/methodology/approach
This study implemented an experimental research design using a two (low/high homophily) × two (low/high eWOM consensus) mixed factorial design. This study explores young consumers' changes in brand attitude after encountering negative eWOM.


Findings
The results indicate that a high consensus of negative eWOM among online community members leads to significant changes in attitude, while a low consensus of negative eWOM does not produce such an effect. Negative eWOM from either high or low homophilous sources produces significant changes in attitude. There are significant attitude changes when a strong consensus of negative eWOM is received from a source with a high level of homophily.


Research limitations/implications
Service failures in offline service settings lead to the dissemination of negative eWOM on social media. To handle and prevent social media crises, researchers should understand online crises antecedents relating to information characteristics i.e. eWOM consensus and characteristics of online community members to evaluate the crises impact. Brands should monitor tone and dialogue of online community member on social media to remedy and diminish any damage done to their brand image from negative eWOM.


Originality/value
This study contributes to the application of social network theory by understanding the role of nodes on negative eWOM effect in social media.

PurposeThis study aims to identify the dominant brand attributes based on the survey conducted among 100 young consumers to know their perceptions toward sustainable brands, using multi-criteria decision-making (MCDM) techniques, arithmetic hierarchical process (AHP) and technique for order preference by similarity to ideal solution (TOPSIS).Design/methodology/approachIn total, 100 young consumers (18 to 24 age group) were asked to provide the pairwise comparisons for the 10 brands. MCDM methods were applied on triple bottom line dimensions to identify the best alternative. AHP is applied to compute weights for the brands' attributes necessary for brand's sustainability, further analyzed by TOPSIS method to rank Forbes' top 10 brands as per young consumers' intentions to buy.FindingsApple is the most sustainable brand perceived by young consumers followed by Google and Samsung. Being the top brand in Forbes list Apple also fulfills its responsibility toward the environment and recognizes young consumers' perception accurately. Google is also contending with the same strategy and succeed in achieving a sustainable brand image. Samsung despite at number seven and second-highest revenues after Apple has managed excellently in building sustainable brand image.Research limitations/implicationsFindings have shown that the top global brands do not show the same order as they exhibit in their top ranking (Forbes, 2019), and thus, create a research gap to be fulfilled by identifying the causes for the same. The results show that brand consistency and performance can be achieved through implementing sustainable and green practices such as acting social responsibility, high-quality green products, environment protection, etc., and transforming these into capabilities.Practical implicationsThe study is an attempt to further validate Forbes's top brands based on their perception among young customers. The study may help practitioners and policymakers to understand and get familiar with a new methodology to evaluate brands and also how to develop a positioning strategy for targeting young consumers. The paper will be a useful source of information for marketers to know how young consumers from developing countries perceive top brands on the basis of sustainability.Social implicationsThe social benefits of brand sustainability are related to improvements in the quality of environment, health and well-being. To link these, an enabling environment must be created that optimizes resource use, allocation and distribution.Originality/valueThe study is a unique attempt to use AHP and TOPSIS to evaluate the best – performing green brand from the perception of young customers in developing counties. Besides, the study provides brands attributes' framework for sustainability and is significant for developing a model as per the choices of the young consumers.

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers' attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil survey (PAPI) on the sample of 250 respondents aged 18–25. The research showed that it is just the name of the brand that can affect consumers' attitudes. It is a derivative of associations with the brands. The value of the attitude components is differentiated by brands. The affective component appeared to be the most important and the cognitive component – the least important. The findings show that gender and brand of respondents' mobile phones also differentiate the importance of components of young consumers' attitudes on the mobile phone market. Limitations and recommendations for further research are presented as well.

PurposeYoung consumers represent a significant purchasing group, but little is known about how they make money management decisions. This study aims to identify and classify different approaches to money management that may impact purchasing behaviour.Design/methodology/approachData from focus groups with 40 respondents between 18 and 24 years were recruited via campus notices across three campuses in a university in Melbourne, Australia.FindingsBased on how respondents accommodated economic, social and psychological influences in their money management approach, the authors identified three distinct approaches to money management: conservative money managers, creative money managers and entrepreneurial money managers.Research limitations/implicationsThe study is based on a small sample consisting of 40 individuals in Australia.Practical implicationsYoung consumers share common traits as a group but have diverse attitudes and approaches to money management. The authors identify three distinct approaches to money management based on respondents' management of factors affecting their money management. Companies must consider these differences to effectively approach millennial consumers.Social implicationsThe indebtedness of young consumers is a common concern in society. Analysis of their approaches to money management offers an opportunity for organisations to support responsible individual money usage amongst young consumers.Originality/valueWhile exploratory, the current study is the first to consider how differences in money management behaviour in young generations may impact consumer decision-making.

Purpose
– The purpose of this study is to examine the effectiveness of advertisements with different female role portrayals in a second-tier city with "first-class opportunities." Chinese girls and women represent a huge market for personal as well as household goods.


Design/methodology/approach
– An experimental study was conducted using a convenience sample of 216 male and female participants aged 17-21 years in Changchun, China. Participants were asked to respond to print advertisements using traditional and modern female images including housewife, cute female, female with classical beauty, sporty, career-minded and neutral (tomboy).


Findings
– Results revealed that female participants responded more favorably toward advertisements using female images than male participants. There was no difference in the responses to the six different female images among both male and female participants.


Research limitations/implications
– Young consumers in China are not sensitive to the different female images used in the print advertisements. Advertisers can, therefore, enjoy flexibility in the selection of female gender roles for advertisements.


Originality/value
– Little is known about how marketers and advertisements can best communicate with young consumers in China using advertisements with different female images. This study fills this literature gap.

The aim of the article is to characterize the attitude of young consumers towards the concept of sustainable consumption in the area of food consumption, which is manifested, among others, in the declared engagement in sustainable behaviors both in the market as well as in households. The research was conducted using the CAWI method on a sample of Polish consumers from the Lubuskie region. The article consists of two parts. The first part explores the problems of sustainable consumption. The second part presents the results of research on consumer attitudes towards the concept of sustainable consumption in the area of food consumption. Particular attention was paid to the awareness of the implications of consumer behavior in the process of satisfying food needs. Behaviors, attitudes and beliefs of consumers related to sustainable consumption were characterized, and an attempt was subsequently made to determine the extent of the gap existing between behaviors and attitudes. The conducted survey research constituted an attempt at highlighting certain consumption problems among young people, to have them share their views on the different issues of sustainable consumption, as well as to emphasize the importance of various factors in shaping sustainable food consumption patterns. The article certainly is not an exhaustive examination of all the problems areas of sustainable consumption, but it should make these more easily identifiable all while stressing the real role and importance of sustainable behaviors among young consumers in the modern economy.
Keywords: sustainable consumption, sustainable development, young consumer.

PurposeThis study has two aims: first, to develop a conceptual model for infused drinks innovation using the subjective norm and lifestyle as predictors; and second, to adapt the beverage science experimental variables and assess young consumers' experience of the taste, mood and health of infused drinks using the moderated mediation method.Design/methodology/approachUsing quota sampling, the data were collected from three faculties in a private university. The conceptual model was developed using structural equation modelling (SEM). The model was validated by the first‐ and second‐order confirmatory factor analysis (CFA) of SEM. The multi‐dimensional variables of the taste, mood and health of the infused drinks were computed by the moderated mediation process and the final mediation effects were confirmed using Aroian tests.FindingsThe subjective norm and lifestyle variables predict innovation in infused soft drinks. The results from the moderated mediation analyses indicate that both male and female young consumers prefer the innovation of drinks to suit local tastes and be produced locally; the drinks should also have health and well‐being benefits.Research limitations/implicationsThe sample size of 350 students was sufficient but the generalisability of the result was limited by the students being recruited from one university.Practical implicationsParents may influence their children to change their favourite drinks if they are expensive. For this reason, the pricing strategy is important to price‐sensitive consumers. Offering favourite infused drinks to friends is often part of the lifestyle in Malaysia. In practice, implied recommendation is possible. If this happens, there is the likelihood that it may be communicated through the social network. Marketers should use this platform for promoting new drinks. Beverage innovators should learn from the local popular infused drinks as the baseline for drinks innovation and should innovate to suit local tastes. In particular, beverage manufacturers should consider satisfying the market segmentations for flavour lovers and health seekers. Lastly, for effective soft drinks advertising, it is recommended that beverage marketers should use trendy components in promotions.Originality/valueThe study highlights the possibility of conducting social research by incorporating variables from experimental studies. By using this method, external validation is possible when the measures are applied in an uncontrived setting. In addition, it could provide a better assessment of consumers' needs for product innovation.