Young Consumers Insight and Ideas for Responsible Marketers

Kabir, Mohammad Rokibul

2023 Young Consumers Insight and Ideas for Responsible Marketers

doi: 10.1108/yc-09-2022-1606

This study examines the organic food continuance behavior (OFCB) of young (Generations Y and Z) Bangladeshi consumers as a part of green consumption for sustainable development. Based on the extended “Theory of Planned Behavior” (TPB), this study investigates the reasons for continuing organic food (OF) consumption. This research aims to create a model highlighting the characteristics influencing Bangladeshi consumers to continue eating OFs while considering the moderating role of health consciousness during the COVID-19 health crisis (CHC).Design/methodology/approachThis is a longitudinal study, the first phase of which was conducted in 2020, whereas the second phase of data collection is completed on December 31, 2021. Thus, a longitudinal research design (N = 196) was used to investigate whether TPB element have the same impact over the period of time in two data collection phases. It also attempted to reveal if there is any change in the level of influences of Knowledge of organic food health benefit (HAK), and health consciousness on OFCB. A structured questionnaire was used to collect data from the participants of Generations Y and Z. Partial least square structural equation modeling validates the proposed research model.FindingsResearch results of phase two ensure that out of the five direct hypotheses related to social norm (SNRM), attitude (ATD), perceived behavioral control (PBRC), HAK and CHC, four (ATD, PBRC, HAK and CHC) significantly influence OFCB of Bangladeshi consumers. SNRM has no significant statistical influence on OFCB. On the other hand, all the direct hypotheses, including SNRM, were accepted during the first phase of the study. Hence, when people begin eating OF and recognize the health benefits, their firm behavioral control ensures that what others think has no significant influence on OFCB.Research limitations/implicationsMost of the data for this study came from those born after 1980, commonly known as Generations Y and Z. Thus, including more data from different age groups may result in different research conclusions. The survey contains a large proportion (62%) of respondents with an income of less than BDT 40,000 per month, a price-sensitive demographic in Bangladesh. The price of OF was not included in this study though price sensitivity may have impacted the study’s findings.Practical implicationsThis research used one moderating and four exogenous variables to determine Bangladeshi consumers’ OFCB. HAK and PBRC are proven to be the strongest determinants. Though health consciousness, Knowledge and self-control are essential, Bangladeshi citizens’ awareness of OF and sustainable consumption is still far below compared to other countries. Consequently, this study urges policymakers to raise health awareness through various social efforts.Social implicationsThe Bangladesh government has various initiatives to encourage sustainable development, including promoting OF consumption. Increased OF consumption will increase demand, resulting in an enormous need for organic production. This phenomenon will benefit society as bio-fertilizers are ecologically benign, resolving soil fertility issues and reducing disease risks while enhancing nutritional content. This study can serve as the foundation for developing a plan to boost the consumption of OFs, which can have a beneficial social impact.Originality/valueSince no longitudinal study to explain the continuance of OFs has been observed in Bangladesh, this research uniquely contributes to predicting sustainable consumption behavior.

Lim, Tze-Yin; Leong, Choi-Meng; Lim, Lucas Tee-Kiat; Lim, Bibiana Chiu-Yiong; Lim, Rodney Thiam-Hock; Heng, Kiat-Sing

2023 Young Consumers Insight and Ideas for Responsible Marketers

doi: 10.1108/yc-11-2022-1637

This study aims to investigate the factors affecting the intention to visit community-based homestays among young adults in a developing country during the pandemic by incorporating the mediation effect of perceived values and moderation effects of safety and health concerns.Design/methodology/approachData from young adults were gathered via a self-administered questionnaire, and 268 sets of surveys were analysed using partial least squares structural equation modelling.FindingsThe perceived value of community-based homestays among young adults is positively affected by relaxation, learning and entertainment. Perceived value also mediates the relationship between each of the three said motivational push factors and the intention to visit a community-based homestay. The relationship between perceived value and intention to visit community-based homestays among young adults is unaffected by safety and health concerns.Research limitations/implicationsThe analysis reveals that relaxation, learning and entertainment are key drivers of intentions to visit rural community-based homestays and that perceived value mediates links between them.Practical implicationsThis study benefits the tourism authorities and marketers by enabling them to promote community-based homestays in the country among the young adult market.Originality/valueThis study contributes to the literature by using the motivation theory and model of goal-oriented behaviour to investigate the moderating effects of health and safety concerns on young adults visiting intention. Young adults’ perceived value was also examined to study its mediating effects on visiting intention.

Yu, Hong Yan; Yang, Deli; Yoder, Carol; Sonmez, Maho (Mahmut)

2023 Young Consumers Insight and Ideas for Responsible Marketers

doi: 10.1108/yc-01-2023-1666

This paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances users’ bond with the brand. Second, brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality improves brand bond. Third, BOE significantly enhances BUC.Design/methodology/approachThis study proposed an integrative model with new concepts and tested it with 2,135 young Chinese consumers using global smartphone brands. Results are drawn from structural equation modeling and comparisons between stakeholders and among smartphone brands.FindingsThe results show that BOE and BUC are significant and equally effective at enhancing brand bond. BOE also shows a significantly stronger effect on BUC than on brand bond. The temporal comparison between 2015 and 2018 confirms the changing reality of the smartphone world. As for brand comparison, young consumers perceive that iPhone differentiates itself from Huawei and Samsung rivals in terms of BOE and BUC on brand bond. However, none of these brands show significant differences in terms of BOE effect on BUC.Research limitations/implicationsPlease see detail in the Conclusion and Discussions.Practical implicationsPlease see detail in the Conclusion and Discussions.Social implicationsPlease see detail in the Conclusion and Discussions.Originality/valueThis study introduced a validated model with new concepts based on the global smartphone industry, perceived by young Chinese consumers. The results prove that it takes both the owners and users together to contribute to the brand bond, but brand owners’ role on BUC is more significant.

Zanzaizman, Muhammad Nur Amier; Sheikh Mohamed Safri, Siti Nur Syazaratul Syafiqah; Abdul Latip, Muhammad Safuan

2023 Young Consumers Insight and Ideas for Responsible Marketers

doi: 10.1108/yc-02-2023-1681

The purpose of this study is to identify the consumption intention of Baba Nyonya Peranakan ethnic food among the youth generation by examining the effect of media influence and curiosity.Design/methodology/approachA causal study through the quantitative method is applied. This study focused on the youth generation, and a total of 219 valid responses were used for hypothesis testing using Statistical Package for Social Sciences and SmartPLS software. Purposive sampling, under non-probability sampling, was used. The data were collected through an online survey. The survey link was disseminated mainly on social media groups.FindingsAll of the hypotheses were found to be statistically significant. Media influence was found to directly and indirectly influence the consumption intention of Baba Nyonya ethnic food through attitude and curiosity. The involved stakeholders could also be more alert and improve the strategic planning based on the research finding that can stimulate more interest among consumers, benefiting the national gastronomy heritage tourism development.Originality/valueThe integration of biculturalism is rooted in knowledge about food, media coverage about food and food for social events that influence the formation of national food identity. Baba Nyonya food brings a unique identity with mixed heritage and culture, combined ingredients and recipes between two majority races of Malay and Chinese. However, exposure to ethnic food is lacking and causes the youth generation to unaware and not interested to try ethnic food. This study initiates to examine the effect of media influence and curiosity as food promotion via social media potentially to influence and lead to increased consumption of ethnic food.

Mainardes, Emerson Wagner; Paixão Júnior, Silvestre de Jesus Cunha; Rodrigues, Ricardo Gouveia

2023 Young Consumers Insight and Ideas for Responsible Marketers

doi: 10.1108/yc-10-2022-1613

This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price sensitivity, perceived quality, identification with the group of gamers and referrals from other gamers were identified in the literature.Design/methodology/approachData were collected through an online questionnaire with 335 consumers. The model was tested using partial least squares.FindingsIt was verified that the price–quality relationship directly influences mobile gamers' intentions to purchase mobile phones. Also, it was observed that price sensitivity of mobile gamers directly influences the price–quality relationship and indirectly influences the intention to purchase mobile phones to play games. It was further verified that this price sensitivity is directly influenced by the perceived quality of mobile gaming devices. Finally, it was observed that referrals from other gamers directly influences the perceived quality and onès identification with the group of gamers.Research limitations/implicationsThis study concluded that developing strategies focused on prices of mobile phones gamers use to play games tends to influence mobile gamers' purchase intentions. This paper extends the study of mobile device purchase behavior, uniting constructs studied separately and proposing connections not yet tested, assisting in the theoretical understanding of the factors that contribute to the intention to purchase mobile devices.Originality/valueThis study is theoretically justified for four reasons: it focused on a specific group of consumers, mobile gamers, which is a constantly growing audience; it brought an innovative model, testing the influence of the perceived quality of mobile gaming devices on the price sensitivity of mobile gamers; there are spaces for new research on mobile device purchase intention; and it may assist in the theoretical understanding of the factors contributing to mobile device purchase intention.

Maziriri, Eugine Tafadzwa; Nyagadza, Brighton; Mabuyana, Brian; Rukuni, Tarisai Fritz; Mapuranga, Miston

2023 Young Consumers Insight and Ideas for Responsible Marketers

doi: 10.1108/yc-10-2022-1625

This paper aims to examine how health consciousness, perceived nutrition of cereals, hedonic eating values and utilitarian eating values would influence consumers’ attitudes towards cereal consumption, willingness to pay for cereals, actual consumption of cereal products, cereal product consumption satisfaction and continuance of cereal consumption.Design/methodology/approachThe research embraced a quantitative approach. The examination was completed in the Eastern Cape province of South Africa (SA). A structured questionnaire was used to collect data from 380 Generation Z consumers of cereal products. Structural equation modelling analysis was used using the smart partial least squares software to test the hypothesized model.FindingsThe results uncovered that the study variables were significantly associated, and surprisingly, the relationship between hedonic eating values and attitudes towards cereal consumption was found to be insignificant. It was also found that attitudes toward cereal consumption positively and significantly mediated the relationship between health consciousness and willingness to pay for cereals, perceived cereal nutrition and willingness to pay for cereals, hedonic eating values and willingness to pay for cereals and utilitarian eating values and willingness to pay for cereals.Originality/valueThis research adds new, fresh knowledge to the established body of knowledge on cereal consumption behaviour. This area has had little research attention in developing African countries like SA.