Purpose – Health is becoming an increasingly important issue in the UK as well as the rest of Europe. Emphasis on the importance of healthy eating is ongoing for many reasons, including the growing concern about childhood obesity resulting in the ban of advertising of unhealthy foods to...

Purpose – Responding to calls for a greater understanding of consumer socialization in young people, this paper aims to investigate daughters' perceptions of shopping with their mothers. It seeks to provide insights into the significance of the retail shopping experience for young women....

Purpose – The purpose of this paper is to examine the differences among the different subgroups of the youth market in the context of their financial interests and usage. The study examines what determined their choice of banks. It also looked at what factors influence their satisfaction,...

Purpose – The purpose of this paper is to investigate how vicarious role models such as television celebrities and entertainers influence purchase intentions of teenagers in Botswana. Design/methodology/approach – A survey research design was used. Data were collected from a convenience...

Purpose – Research on consumer socialisation emphasises the role played by different agents as well as the influence of the context in which socialisation takes place. As part of the fight against obesity, this study on the nutritional learning of children seeks to focus specifically on social...

Purpose – This study seeks to examine the fashion consciousness of young consumers in the Southern Province of Sri Lanka, and to explain the impact of gender and education on fashion consciousness of young fashion consumers. Design/methodology/approach – A survey design was used to collect...

Purpose – The current study aims to identify the role of psychographic characteristics in apparel store selection among Indian youth of a tier‐II city. Design/methodology/approach – The research instrument was based on focus group discussions and in‐depth interviews of young people and...

Purpose – The current study seeks to focus on highlighting the extent of changes in consumer behavior by character/ethics education. The research is designed as a pioneer empirical study, sampling Egypt as an example of a growing consumer market as well as an illustration of the relevance of...

Purpose – This study aims to explore the relative effectiveness of a human celebrity endorser vis‐à‐vis a fictional celebrity or character endorser on teenage consumers' attitudes. Further, the study also seeks to assess whether the effectiveness varies depending on the nature of the...

Purpose – This study aims to bridge the gap in the literature on consumer behaviours such as image consciousness, materialism and consumer spending on credit card usage intentions among Malaysian college students. Design/methodology/approach – A purposive sampling design was employed using a...