Costa, Leonor; Teixeira, Aurora; Brochado, Ana - In: Young Consumers 22 (2021) 2, pp. 185-201
Purpose: This study aims to understand why young people are interested in buying frugal innovations. Design/methodology/approach: Data were collected with a survey administered to 534 university students enrolled in various fields of study (e.g. sciences, technology, economics and fine arts)....