Purpose – The current study aims to investigate gender differences in hedonic and utilitarian values on Iranian young consumers' intentions for eating in fast‐casual restaurants. Design/methodology/approach – By testing a sample of 189 young consumers, aged 18 to 24, this study applied...

Purpose – This paper aims to examine motivations for young consumers' internet use, how these motivations relate to children's privacy concerns and, subsequently, children's willingness to disclose personally identifiable information. Design/methodology/approach – The strengths of three...

Purpose – This paper seeks to explore a host of straight‐to‐DVD and direct‐download motion picture marketing, production, and distribution strategies deployed by Florida‐based Maverick Entertainment. The focus is Maverick's most prominent and successful sub‐genre “urban teen...

Purpose – This study has two aims: first, to develop a conceptual model for infused drinks innovation using the subjective norm and lifestyle as predictors; and second, to adapt the beverage science experimental variables and assess young consumers' experience of the taste, mood and health of...

Purpose – The purpose of this paper is first, to investigate young consumers' fashion disposition behavior, second, to identify motivations for their fashion disposition, and third, to identify emotional responses experienced during and after the fashion disposition process. The paper also...

Purpose – This study aims to examine how members of American Generation Y cohort feel about the USA and the USA's major trading partners. In addition, the study's purpose is to find out whether product's country‐of‐origin (COO) plays a role when members of Generation Y evaluate products....

Purpose – This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam. Design/Methodology/Approach – An online survey was administered to university students in Vietnam’s two most populous...

Purpose This study aims to investigate the influence of personal factors on the buying behavior of consumers with the intentions of sales promotion in the fashion industry. Precisely, it focuses on the marketing techniques and practices in sales promotion activities to influence the buying...

Purpose – This study aims to examine changes in the strength of attachment to role models (strong, weak) and in the levels of commitment to the brands endorsed by role models (high, moderate, low) by exposing young athletes emulating sport stars to celebrity-engendered negative messages...