Purpose – The objective of the study is to use the constructs in the theory of planned behavior and advertising intervention to predict adolescents' intention for healthy eating. Design/methodology/approach – A convenience sample survey of 570 secondary school students aged 11 to 19 studying...

Purpose – The purpose of this paper is to examine the cultivation effects of television advertising viewing on the perceived affluence in society and the materialistic value orientations among adolescents in urban and rural China. Design/methodology/approach – The paper shows that a survey...

Purpose – This article aims to examine young consumers' perceptions of healthy eating, contexts where healthy or unhealthy eating are practiced, and their evaluation of regulatory measures that discourage the consumption of unhealthy foods in two different markets. Design/methodology/approach...

Purpose – Materialism among the younger generation has become a hot topic among parents, educators, marketers and policy makers, especially in Macao, a city where the influx of tourists and the expanding gaming facilities bring the potential threat of materialism and the erosion of traditional...