Purpose – The purpose of this paper is to determine whether the Generation Y segment in Australia perceive athletes as role models, and if so, do they engage in positive word‐of‐mouth (POWM) recommendation behaviour. This paper also explores the influence of gender and English language...

Purpose – The purpose of this paper is to validate the CSI scale and segment young adults from a developed and a developing country on the basis of their consumption styles as consumers. Design/methodology/approach – The research was conducted in France and Turkey. To determine the...

Purpose – The purpose of this paper is to estimate the extent of susceptibility to interpersonal influence and price sensitivity prevalent among Indian youth, to test if there is a relationship between these two constructs and identify the reason for the same. Design/methodology/approach –...

Purpose – The present research aims to investigate parental attitudes towards using either cloth or disposable nappies, to better understand whether and how pro‐cloth initiatives might impact parental decisions. Design/methodology/approach – Focus groups were conducted with both cloth and...

Purpose – Brands that target children frequently use a brand character to improve children's recall and recognition and to develop a relationship with young consumers. This paper aims to explore the reasons why marketers use brand characters to target children and how children perceive and...

Purpose – This article seeks to make a critical contribution to the contemporary debate on the active role of children as consumers, exploring the different meanings children confer on consumer goods and spaces in retail settings. Design/methodology/approach – A total of 60 children were...

Purpose – The purpose of this study is to investigate decision‐making styles of young consumers in Bosnia and Herzegovina. It aims to test the applicability of Sproles and Kendall's Consumer Style Inventory (CSI). The paper also aims to segment young consumers based on their...

Purpose – Despite growing concerns over the increasing incidence of compulsive buying among young consumers, scant research attention has been focused on this darker side of consumer behavior among adolescent consumers. The purpose of this paper is to gain a better understanding of compulsive...

Purpose – The purpose of this paper is to examine whether young consumers, growing up during a time of cultural hybridization and at a time when the unisex hair salon has proliferated, will exhibit segments in their patronage likelihood toward a unisex hair salon staffed by young, white women....

Purpose – The role that peer influence plays in shaping young adult consumers' products purchase decision cannot be overemphasized. The purpose of this paper is to investigate the role of peer influence in shaping young adult male consumers' product purchase decisions in Saudi Arabia....