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This research explores the marginal stakeholder engagement and propensity to value cocreation in the fast‐fashion industry by taking Generation Z consumers (GZCs) as observation unit and social networking sites (SNSs) as context of investigation. By undertaking 24 in‐depth interviews with US and Italian GZCs, the study uncovers the main elements that influence their engagement generation on SNSs and highlights that at least four main paradoxes (PXs) exist in this scenario. Specifically, the interviewees reported that they do not trust those brands that make them feel as marginal consumers (PX1) and that they are likely to be extremely loyal to those brands that actively take them into consideration in their activities on SNSs (PX2). In addition, although GZCs concerned about the environment, in most cases, they will buy repeatedly from fast‐fashion brands for convenience reasons (PX3). Finally, social dimension of GZCs engagement appears to be influenced by their peers' preferences (PX4). This research is the first that explored GZCs by considering them under the lenses of stakeholder engagement and offering novel insights about common believes on this generation of consumers. Therefore, theoretical and managerial implications are discussed to advance current knowledge on GZCs and to help the development of new strategies to engage them on SNSs. [ABSTRACT FROM AUTHOR]

Purpose: Faster internet and online streaming have changed the way young consumers enjoy their favorite movies, series and shows, and business models must adapt to these changes. This study aims to examine the streaming behaviors, beliefs and piracy intentions of Generation Z, the youngest and largest generation of online entertainment consumers. Research in the area of young consumer behavior and streaming piracy is limited, and for a good reason: current laws and regulations focus on punishing the distributors of pirated content rather than consumers. Design/methodology/approach: This study used a self-reported questionnaire administered to 750 Generation Z college students aged 17–25 years. The authors used the scenario-based method to examine the factors explaining the intentions to commit movies, series and shows streaming (MS) piracy. This method has been extensively applied when analyzing digital piracy because sharing streaming account passwords and using illegal streaming websites among consumers is still not unlawful in the U.S. Therefore, an adequate approach to evaluate young consumers' intentions is through a scenario-based model. All information was coded, and a statistical and econometric analysis was completed. Findings: From the statistical analysis, the authors found that only 14% of the young participants indicated their intention to stop sharing account information and using illegal websites to watch their favorite movies and shows if streaming piracy were punishable by law. The key motivations are related to the denial of injury to others and the belief that governments would have a difficult time enforcing the law in online environments. Approximately 80% of the participants who indicated their intention to continue MS piracy expressed a low perception of any type of risk associated with MS piracy. Research limitations/implications: The results were obtained using a scenario-based model. A scenario provides the opportunity for the participants to reflect on a specific conflict, but they can recognize that there is little at "stake" when addressing the conflict, potentially producing the bias of "over positive responses." Nonetheless, the analysis is still reliable, as the number of observations is large (750 responses), and the conflict is expressed as a degree of conformity rather than a yes/no answer. Practical implications: The authors believe that future generations' attitudes and beliefs about streaming entertainment will pose significant economic hardships to the entertainment industry. Similar to other forms of entertainment, streamed movies, series and shows are highly susceptible to digital piracy and it is the most common risky behavior among adolescents. The economic impact of streaming piracy could extend to revenue losses, job losses and national domestic production. Social implications: Peer influence, personal or through social media, is a strong predictor of streaming piracy. In fact, social media influencers play an important role in teenagers' behavior, including the usage of illegal streaming apps or websites and other deviant behavior in the digital world. It is expected that social media influencers will continue to be a relevant explanatory factor of streaming piracy among young Gen Zers. Originality/value: This study contributes to the literature on digital piracy in several ways. First, it adds to the understanding of streaming piracy and the views and perceptions of young consumers about entertainment streaming. Second, the authors extend the analysis of digital piracy to streamed movies, shows and series. Third, the authors complete a statistical analysis on the relationships between Gen Zers' consumption behavior, beliefs and intentions of streaming entertainment piracy. Understanding Gen Zers' behavior and attitudes toward paid versus unpaid consumption of streaming content will allow the entertainment industry to respond effectively to future changes in copyright laws and technology usage. [ABSTRACT FROM AUTHOR]

This study examines the mediating role of materialism in the relationship between narcissism, self-esteem, and shopping value styles among Indonesian Generation Z consumers. Specifically, it explores how narcissism influences hedonic shopping behaviors (pleasure-oriented) and how self-esteem drives utilitarian shopping values (efficiency-driven). Data were collected from 470 respondents aged 18–25 in Surabaya, Indonesia, through a cross-sectional survey using convenience sampling. Path analysis and bootstrapping with SmartPLS 4.0 were employed to assess direct, indirect, and mediating effects. The results indicate that narcissism significantly correlates with hedonic shopping behaviors driven by self-gratification and enjoyment. Meanwhile, self-esteem is associated with utilitarian values, emphasizing quality and practicality. Materialism mediates the relationship between narcissism and hedonic shopping values, amplifying pleasure- oriented consumption. However, its effect on utilitarian values is weaker. Marketers can develop targeted strategies for narcissistic and self-esteem-driven consumers, while educational programs can help mitigate materialistic tendencies and promote responsible consumption. This study enhances the understanding of the interplay between personality traits, materialism, and consumer behavior, offering valuable insights for both academia and industry. [ABSTRACT FROM AUTHOR]

Electronic Word of Mouth (eWOM) is one of the prevalent forms of information interaction activities in the era of digital technology. In the F&B field, it can be understood as the method by which consumers share information, experiences and reviews about the products and services from individuals or businesses through various online channels such as social media, forums, personal blogs and other platforms. Reflecting current trends, this research aims to examine the factors and t he extent to which eWOM influences the behaviour of Generation Z consumers in Ho Chi Minh City. The res earch methods employed include qualitative and quantitative approaches, serving the purpose of literature review, statistical data analysis and structural equation modelling to assess the relationship between eWOM and the decision-making process in choosing eating places. The study reveals that four factors, namely information quality, information credibility, relevance of information and attitude towards information, directly impact the acceptance of eWOM information, subsequently influencing the intention selection of Gen Z consumers in Ho Chi Minh City. Additionally, brand trust is identified as a positive factor in this research relationship. The findings provide valuable insights into the role of eWOM in the intention selection of Gen Z consumers. This information can be applied by managers and marketers to develop more intelligent management and marketing strategies in Ho Chi Minh City, providing a competitive advantage for businesses.

The green purchasing decision has become an increasing research focus, reflecting consumers' growing commitment to sustainability. Generation Z consumers are recognised for their greater environmental and social awareness than other generations. Although their inclination towards sustainability issues is well known, few studies are dedicated to the green purchasing behaviour of the individuals of this generation. Therefore, the primary purpose of this study is to explore and analyse the antecedents of Generation Z's green purchasing decision in Portugal. Thus, based on a sample of young Portuguese Generation Z and using the Partial Least Squares method, this study tested hypotheses concerning five antecedents of the green purchasing decision. Although unbalanced, the study results reveal that all the factors analysed are antecedents of the green purchasing decision. First, green willing purchase and environmental concern stand out as main antecedents. Next, factors related to perceived quality and benefits take the lead. The least essential antecedent concerns the predisposition to a change in purchase behaviour if the product's price is the same or lower than the standard product. This study contributes to under-explored literature on green consumption behaviour, especially among young people. In addition, it contributes to the development of knowledge about the antecedents of Generation Z's green purchasing decision in Portugal. [ABSTRACT FROM AUTHOR]

The increasing awareness of environmental challenges has significantly influenced consumer behavior, with sustainable products, particularly sustainable clothing, becoming a top priority for Generation Z consumers. This study aims to investigate the factors influencing Generation Z's purchase intentions toward sustainable clothing in Vietnam, guided by the Stimulus-Organism-Response (SOR) model and Theory of Planned Behavior (TPB) frameworks. Specifically, it examines the effects of green perceived value, green perceived quality, perceived price, social influence, product design, environmental concern, and environmental knowledge on purchase intentions. The study also explores the mediating roles of environmental attitude and product attitude in these relationships. The research employed a quantitative approach, using a Likert scale questionnaire to gather data from 641 Vietnamese Generation Z consumers. The study utilized exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) to analyze the data. The results revealed that all proposed hypotheses were supported, indicating that all factors significantly impact environmental attitude and product attitude, which, in turn, influence purchase intention. The results emphasize the strong mediating role of environmental attitude and product attitude, suggesting that consumers with positive attitudes toward the environment and products are more likely to intend to purchase sustainable clothing. This research provides valuable insights into the psychological and contextual factors that influence Generation Z's sustainable consumption behavior. For marketers, these findings underscore the need to promote transparency in sustainable practices, emphasize high product quality and appealing designs, and engage this demographic through community involvement and authentic sustainability efforts. [ABSTRACT FROM AUTHOR]

This study investigates U.S. Generation Z consumers’ preferences and buying behaviours toward Qipao-inspired clothing, addressing a gap in existing research on culturally inspired apparel for young, diverse consumers. Using a quantitative approach, five Qipao-inspired designs were developed based on 2023 fashion trends and traditional Chinese elements. Consumer insights were gathered through an online survey. Findings show that modern Qipao A was the most favoured design, with high ratings for its blend of traditional and contemporary elements. Additionally, the use of laser-cutting technology, colour symbolism, and details such as the keyhole neckline were identified as resonant features among Generation Z. This study offers valuable guidance for fashion designers and retailers aiming to adapt traditional Chinese clothing to meet contemporary tastes, with implications for cultural preservation and innovation. Future research should expand to diverse ethnic groups and explore additional generational cohorts to deepen understanding of how cultural apparel resonates across audiences. [ABSTRACT FROM AUTHOR]

Despite the widespread attention to the influence of social media on consumers, research on its role in shaping the green purchase intention of Generation Z in developing countries remains insufficient. Focusing on China as a specific research subject, this study constructs a research model based on the SOR model and perceived value theory, and utilizes PLS-SEM for data analysis, aiming to explore whether social media can positively influence the green purchase intention of Generation Z consumers in developing countries. The results show that social media usage significantly affects green purchase intention, while social media marketing does not significantly influence green purchase intention. Social media usage and social media marketing respectively exert significant effects on green purchase intention through the mediating roles of perceived functional value, perceived social value, and perceived emotional value. Starting from the perspective of consumer psychological perception, this study confirms the influence of social media on green purchase intention across different dimensions, providing a new perspective for studying green consumption behavior. [ABSTRACT FROM AUTHOR]

This study aims to examine and analyze the effects of Product Quality, Brand Trust, and K-pop Idol Brand Ambassadors on the repurchase decisions of Scarlett Whitening products among Generation Z in DKI Jakarta. The research focuses on Generation Z consumers who have purchased and used Scarlett Whitening products. A total of 200 respondents were selected using a purposive sampling method. The study employs a quantitative approach, with data collected through surveys. The data were analyzed using the Structural Equation Model (SEM) with SmartPLS software version 3.0. The findings indicate that Product Quality has a positive and significant effect on Purchase Satisfaction and Repurchase Decisions. Brand Trust has a positive but insignificant effect on Purchase Satisfaction, but it shows a positive and significant effect on Repurchase Decisions. Additionally, K-pop Idol Brand Ambassadors positively and significantly influence both Purchase Satisfaction and Repurchase Decisions. [ABSTRACT FROM AUTHOR]

Copyright of Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) is the property of Dinasti Publisher and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Purpose: The purpose of this paper is to examine the influence of environmental concern, perceived consumer effectiveness (PCE), green self-identity and social influence on Danish Generation Z consumers' green purchase intention across three product categories: food, clothing and mobile phones. Design/methodology/approach: Data were collected through convenience sampling, asking undergraduate students in a quantitative data analysis class at the University of Southern Denmark to share a link to the online survey via mail and through their social media platforms. This study includes 287 usable cases. Structural equation modeling (AMOS) was used to test the suggested relationships. Findings: The results show that environmental concern, PCE, green self-identity and social influence positively relate to Danish Generation Z consumers' green purchase intentions. However, results also suggest that the influence of the different factors varies across product categories. Practical implications: The results show that marketers must refine their understanding of what guides green consumption, as the factors leading to green purchase intention vary across product categories. Therefore, practitioners need a deeper understanding of their specific category. The results offer insight into food, clothing and mobile phones. Originality/value: To the best of the authors' knowledge, this is one of the first studies investigating the antecedents to green purchase intentions across product categories. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to focus on how smartphone addiction impacts young consumer behavior related to mobile technology (i.e. the compulsive app downloading tendency). After a thorough literature review and following the risk and protective factors framework, this study explores factors that could mitigate its effects (resilience, family harmony, perceived social support and social capital). Design/methodology/approach: The study used the covariance-based structural equation modeling approach to analyze data collected from 275 Generation Z (Gen Z) smartphone users in Spain. Findings: Results suggest that resilience is a critical factor in preventing smartphone addiction, and smartphone addiction boosts the compulsive app downloading tendency, a relevant downside for younger Gen Z consumers. Originality/value: Through the lens of the risk and protective factors framework, this study focuses on protective factors to prevent smartphone addiction and its negative side effects on app consumption. It also offers evidence of younger consumers' vulnerability to smartphone addiction, not because of the device itself but because of app-consumption-related behaviors. [ABSTRACT FROM AUTHOR]

Purpose: Based on the computers as social actors (CASA) theory, this study aims to explore the impact of three characteristics of virtual influencers (conversational tone, autonomy and responsiveness) on social presence, telepresence and customer engagement. Design/methodology/approach: Using the purposive sampling technique, online survey was administered to Chinese Gen-Z consumers engaging with virtual influencers. Subsequently, 357 respondents were sampled. SPSS 29.0 and Smart PLS 4.0 were used to perform the analyses. Findings: The results show that conversational tone and responsiveness have significant positive effects on both social presence and telepresence. Autonomy has a positive effect on telepresence, but not social presence. Social presence and telepresence have a positive impact on customer engagement. Originality/value: As a burgeoning field, there is still uncertainty among both practitioners and researchers about the methods that virtual influencers engage their users in the context of social media. Limited research has focused on presence (social presence and telepresence) due to virtual influencers. Therefore, the CASA theory offers valuable insights into how virtual influencers' characteristics contribute to the presence and customer engagement and provides practical guidance for the design of virtual influencers. [ABSTRACT FROM AUTHOR]

Market research highlights Generation Z's increasing demands for digital brand experiences that inspire word-of-mouth sharing. Virtual reality (VR), an immersive affordances technology, holds promise for experiential marketing due to its power to transform experiences. Yet, limited research has examined how VR influences different facets of brand experiences that empower brand engagement and word-of-mouth. In Study 1, a laboratory experiment demonstrates that VR prompts higher sensory, intellectual, and behavioral brand experiences and word-of-mouth compared to static images and 360° tours, with equal brand engagement as a 360° tour. Study 2 corroborates these findings through a thematic analysis of qualitative insights from Generation Z consumers. This research underscores VR's vital role in fine-tuning brand experience and brand engagement in the experiential marketing context. [ABSTRACT FROM AUTHOR]

This paper investigates the pre‐decisional cognitive dissonance states that guide Generation Z's consumer behavior, with a focus on the healthcare sector. By integrating insights from neurology, cognition, and psychology, the study addresses the lack of understanding regarding the psychological underpinnings of this cohort's rapidly evolving consumption patterns. Key contributions of this research include identifying cognitive heuristic elements, such as latent needs, that trigger pre‐decisional cognitive dissonance. The study empirically demonstrates how these elements influence Generation Z's decision‐making process, particularly in their shift from traditional allopathic healthcare to alternative and complementary medicine. The data, collected from 35 Indian Zoomers, reveal that this cohort relies heavily on internal cognitive cues and self‐driven information processing to make healthcare choices. This study establishes a new framework for consumer decision‐making, highlighting the role of cognitive dissonance in navigating information overload and selective exposure. Overall, the research provides valuable insights into the psychological and cognitive factors driving Generation Z's healthcare decisions, offering a robust foundation for marketers and healthcare providers to develop more effective strategies tailored to this influential consumer segment. [ABSTRACT FROM AUTHOR]

Brands around the world are recognizing the importance of committing to sustainable development through corporate social responsibility (CSR) initiatives. However, the literature shows scant empirical understanding of the purchase intention of younger consumers of Generations Y and Z regarding brands that engage in CSR initiatives. Drawing on the theory of planned behavior (TPB), the objective of this study is to develop and test an extended model of purchase intention for brands with CSR initiatives among the segment of Gen Y and Z consumers. The model is tested using an online survey applied to Chilean consumers and statistically analyzed using the structural equation modeling (SEM) technique. The findings show that attitude, subjective norms, and perceived behavioral control are significantly and directly related to the consumer's intention to purchase brands that demonstrate CSR initiatives. Further, consumer involvement and trust in brands' CSR initiatives have an indirect but significant effect on purchase intention through their impact on attitude. This research contributes to the literature on CSR and branding by addressing the role of consumers in supporting brands, which contribute to sustainable consumption. Findings can help brand managers and policymakers implement strategies to encourage consumer support for CSR initiatives. [ABSTRACT FROM AUTHOR]

The purpose of this study is to bridge the gap between sustainable fashion and customer purchase intentions by analysing the current trends and offering techniques to increase sustainable fashion awareness and overcome price consumption issues among Generation Z (Gen Z) consumers. A mixed methods approach was employed in this study consisting of online surveys and focus groups surrounding the topic of sustainable apparel consumption among the Gen Z age group. Focus groups served to lead to an online survey of questions to help better understand the phenomena on an exploratory scale. Three focus groups of eight to ten volunteers each aged 18–25 from a large Midwestern university took part in 60-minute discussions regarding their understanding of fast fashion and their purchase intentions/awareness of ethical issues within the apparel industry. Online surveys were conducted through the online platform Qualtrics consisting of 29 questions with a total of 445 participants ranging from 18 to 23 years old taking part in the online survey. Main themes found in the focus groups are the idea of shopping second hand, laziness among consumers and the quality of garments. Surveys found that this age group was willing to pay up to 25 per cent more for a sustainable apparel item and that uniqueness of the item was of utmost importance. Implications for brands and retailers as well as academics are presented. [ABSTRACT FROM AUTHOR]

The objective of the research is to examine the impact of brand name and pricing on Kazakhstan Gen Z consumers’ buying behavior, spending patterns, and other buying motives. Adopting a quantitative approach, the study administers a structured questionnaire following a comprehensive analysis of the relevant literature and gleaned responses from 300 Generation Z consumers after checking the reliability and validity of the instrument using Cronbach’s alpha. The selected hypotheses were tested using the Karl Pearson coefficient of correlation, which revealed that brand name significantly impacts Kazakh women, and price greatly influences both genders. The results observed that price has the most significant effect on the buying behavior of female and male Gen Z consumers in Kazakhstan, with 25 and 28 percent, respectively. Brand name and authenticity considerably influence female consumers, with 16 and 15 percent, whereas innovation, technology, and customization, with 20 and 14 percent, influence male consumers. The significant influence of branding and pricing on the buying behavior of Kazakhstan Gen Z customers is displayed, and the findings provide a focal context for developing marketing plans in this first-of-its-kind research article.

The photography industry, particularly photo studios, is undergoing a significant transformation due to the development of digital technology and social media. Generation Z, as a digital generation, interacts with photography in unique ways, making brand community, brand experience and customer engagement increasingly relevant for building strong relationships with photo studios. This study aims to determine and analyze Generation Z's loyalty to photo studios, focusing on the mediating role of customer participation behavior and customer citizenship behavior. This study uses a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between latent variables. Data was collected through questionnaires distributed to Generation Z consumers in Indonesia. The findings show that brand experience and customer engagement significantly increase customer participation and citizenship behavior, which in turn strengthen customer loyalty. However, brand community does not directly influence citizenship behavior or customer loyalty, highlighting the need for a comprehensive approach in building customer loyalty. These results have important implications for photo studios, indicating that creating positive brand experiences and increasing customer engagement are critical to fostering customer loyalty, especially among Generation Z. Photo studios should focus on improving these areas to build a stronger and more loyal customer base. [ABSTRACT FROM AUTHOR]

Copyright of Marketing of Scientific & Research Organizations / Marketing Instytucji Naukowych i Badawczych is the property of Sciendo and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Generation Z consumers are characterized by social networking and instant decision-making. The influence of different forms of electronic word of mouth (eWOM) on the consumption decisions of generation Z consumers is quite different. Based on information adoption model (IAM) and information transmission theory, the paper established the influence mechanism model of eWOM information structures on generation Z consumers' purchase intentions. A total of 815 valid questionnaires were collected for empirical test through a 2*2*2 between-subject situational experiment. The empirical results reveal that eWOM information structures influence generation Z consumers' purchase intentions through user perception. Among them, the eWOM information of diversified form, composite type, and hybrid type structure has a higher effect on perception credibility and usefulness than the eWOM information of single form, one-way type, and single type structure. Consumers' professional ability plays a partial role in moderating the influence of eWOM information structure on user perception. [ABSTRACT FROM AUTHOR]

Drawing on value‐belief‐norm theory and the theory of planned behavior, this study examines the gap between the application of green marketing strategies and their effectiveness in harnessing green purchase intentions through green attitudes and the use of generative artificial intelligence (AI) by Generation Z consumers. This study explores a mediated moderating model using partial least squares structural equation modeling with data collected from 357 randomly selected Generation Z consumers. The results reveal that among three green marketing strategies—green advertising, green labeling, and green packaging—only green packaging has a direct and positive influence on purchase intention, while the others do not. Moreover, green attitude has been found to be a positive and significant mediator in the relationship between green marketing strategies and purchase intention. This suggests that green marketing strategies cannot directly spark green purchase intentions; instead, the effectiveness of these depends on intervening variables like green attitude. Furthermore, the study also shows that the use of generative AI by young consumers enhances the positive role of green attitude toward purchase intention. Based on the findings, implications for theory and practice are provided, followed by arguments on research limitations and directions for future studies. [ABSTRACT FROM AUTHOR]

Digital innovations have significantly transformed the marketing landscape, with visual technology solutions having become mainstream in the fashion industry approximately a decade ago. Digital technology offers a range of benefits to online fashion retailers, enhancing their online shopping platforms with augmented reality features that allow customers to "try on" products digitally before making a purchase. This research aims to explore the key factors influencing the use of augmented reality applications and e-commerce sites for purchasing apparel. A qualitative study was conducted to examine the visual experience and usage of augmented reality applications among young customers. The findings highlight the most relevant factors in the online fashion purchasing process, the visual experience, and the potential future use of augmented reality applications in fashion product purchasing. These insights are crucial for developing effective marketing strategies and communication messages. [ABSTRACT FROM AUTHOR]

The Serbian milk market has been shaken by several events, such as aflatoxin contamination scandals, dubious origin labelling practices by dairy processors and farmer protests due to unfavourable market position. In addition, as a European Union (EU) candidate member state, Serbia is striving to meet EU CAP organic production targets, but the share of organic milk production remains negligible. Improving understanding of milk consumer preferences is thus valuable for informing policymakers and industry stakeholders. The purpose of this paper is to evaluate the willingness to pay for Ultra High Temperature (UHT) milk attributes among Serbian Generation Z consumers. An online survey with a discrete choice experiment has been conducted with 189 University Students. The data was analysed using a random parameter logit model and latent class analysis. Random parameter logit model results suggest a stronger willingness to pay for "100% domestic milk" than for "organic" UHT milk, while "high-fat (2.8%)" is the most preferred by the sampled consumers. The results of latent class analysis indicate that two distinct, and roughly equally sized consumer segments can be identified, namely label-driven consumers and fat content-driven consumers, suggesting that UHT milk with credence attributes such are "100% domestic milk" and "Organic" label would have a place in the Serbian market. [ABSTRACT FROM AUTHOR]

Drawing upon the Persuasion Knowledge Model, this study investigates the boundary conditions and psychological mechanisms aimed at enhancing the effectiveness of corporate social responsibility (CSR) advertising when conveyed by social media influencers (SMI) targeting Generation Z consumers. To this end, two experiments were conducted to examine the interaction impacts of disclosure prominence (implicit vs. explicit), endorsement type (brand vs. CSR), and perceived similarity on online behavioral intentions, mediated by perceptions of manipulativeness. The findings of Study 1 revealed that implicit disclosure played a more significant role in eliciting positive behavioral intentions to SMI-CSR advertising, while the opposite results were found for SMI-brand advertising. The results of Study 2 demonstrated that explicit disclosure was less likely to generate perceived manipulativeness toward SMI-CSR ads endorsed by SMIs with low similarity. However, the level of perceived manipulativeness was similar for SMI-CSR ads by SMIs with high similarity regardless of disclosure prominence. Notably, perceived manipulativeness emerged as a significant mediator underlying these interactions in both studies. The theoretical and practical implications are also discussed. [ABSTRACT FROM AUTHOR]

Our study introduces an enhanced version of the Importance–Performance Analysis (IPA) method, a powerful tool that can be applied across various domains. This method plays a crucial role in our research, aiding in making well-informed decisions about smart tourism destination attributes. We achieved this by evaluating how 911 consumers from four different generations (Baby Boomers, Generation X, Millennials, and Generation Z) rated these attributes based on their most recent tourist destination visit. Unlike traditional methods that often rely on subjective opinions or complex statistical models, the Improved IPA (IIPA) method offers a clear approach to decision-making. It enables decision-makers to focus on the most crucial attributes that drive consumer interest, thereby optimizing resource allocation and marketing efforts. Specifically, to remain competitive, decision-makers for smart tourist destinations should focus on queuing-time forecast and applications, websites, and content accessible for travelers with disabilities for Baby Boomers; e-complaint handling for Generation X; smart emergency response system for Millennials; and tourist-flow forecast, real-time traffic broadcast, electronic-entrance guard systems, and accessible data about physical design features of accommodation, restaurants, and tourist attractions for Generation Z. Theoretically, this study advances the research on managerial decision-making by demonstrating the effectiveness of the IIPA as a clear and straightforward method for making optimal decisions about product or service attributes. In practice, the study provides decision-makers with valuable insights into the importance of different categories of smart attributes in shaping the overall holiday experience at a tourist destination for Baby Boomers, Generation X, Millennials, and Generation Z tourism consumers. [ABSTRACT FROM AUTHOR]

The use of environmentally friendly (eco-friendly) products is the best solution for maintaining environmental sustainability. The consumption behavior of Generation Z can be a starting point that has an important role if these young buyers actively contribute to promoting sustainable economic development and purchasing eco-friendly products. This study aimed to analyze (1) the relationship between consumer attitudes, subjective norms, and perceived controls with the purchase intention of eco-friendly products in generation Z consumers, and (2) the relationship between the purchase intention of eco-friendly products and eco-friendly product purchase behavior in generation Z consumers. The approach used was explanatory research with a quantitative analysis research method. The study population was Generation Z consumers in Jambi with a sample of 200 respondents. Non-probability sampling technique was used to select research samples. The instrument used was a research questionnaire. The data were analyzed using the Structural Equation Model (SEM/PLS) with the smartPLS analysis tool. The results showed that consumer attitudes have a significant effect on the purchase intention of eco-friendly products in Generation Z consumers. Whereas, subjective norms have no effect on the purchase intention of eco-friendly products in Generation Z consumers. Furthermore, there is a positive effect between behavioral controls and the purchase intention of eco-friendly products in Generation Z consumers. The purchase intention of Generation Z consumers has an effect on eco-friendly product purchase behavior. The results of this study are expected to be implemented in order to maintain environmental sustainability and a green economy as well as to contribute and become reference literature for academics, universities, local governments, consumers, and business actors. [ABSTRACT FROM AUTHOR]

This study provides a comprehensive exploration of factors impacting the online buying intentions of Generation Z consumers by studying perceived risk, perceived usefulness, perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers. Furthermore, the study augments the Technology Acceptance Model (TAM), which can assist in formulating marketing strategies for online marketers and companies to enrich their online shopping platforms and entice more Generation Z consumers. This study employed a quantitative research approach to explore how perceived risk, perceived usefulness and perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers impact online buying intentions among Generation Z consumers. The data were collected employing a 5-point Likert scale questionnaire and analyzed using the SmartPLS software. Generation Z consumers' online buying intentions are directly impacted by perceived risk, perceived usefulness, perceived ease of use, perceived privacy and perceived security, customer trust, and trust toward sellers. Applying these factors, the TAM model augmented the theoretical understanding of the online buying intentions of Generation Z consumers in the Indian context. Companies and marketers can employ the study's insights to develop targeted online marketing campaigns that cater to the manifold needs of Generation Z consumers. The study furnishes a theoretical perspective of the intricate interplay of factors impacting consumers' online buying intentions. The study on Generation Z consumers' online buying intentions had several limitations, including a small sample size, quantitative technique, and geographical context limited to India. [ABSTRACT FROM AUTHOR]

E-commerce allows consumers to make online purchases easier, faster and at any time, making it different from traditional commerce. This technology has grown recently and has become popular among younger generations. This is the case of Generation Z, a technological generation that will become the leading group of consumers in the coming years. Despite the positive results regarding this practice, the expected results for the Western world, a world of which Portugal is a part, have yet to be achieved. The main objective of this investigation was to understand the acceptance of e-commerce by Generation Z in Portugal. The nature of this study is quantitative and used the questionnaire for data collection based on the proposed conceptual model built through the literature review. The dimensions obtained were analysed using the SmartPLS 4 and IBM SPSS Statistics 26 tools. The results allowed responding to the proposed objectives to support or reject the defined hypotheses associated with the variables trust, perceived risk, perceived ease of use, attitude, perceived usefulness, intention to use, privacy and security. It was also possible to define the digital consumer profile of Generation Z in Portugal. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to investigate the effectiveness of TikTok, a popular short-form video marketing platform, on purchase intention for cosmetics among Generation Z consumers in Singapore. Design/methodology/approach: A quantitative survey was conducted using a convenience sampling method, with a sample of 136 responses. This study examined the influence of various characteristics of TikTok influencers, such as trustworthiness, expertise, attractiveness and entertainment content, on purchase intention. Findings: This study found that trustworthiness and expertise of influencers, as well as entertainment content, had a significant positive impact on purchase intention. In addition, this study also found that influencer attractiveness and brand anthropomorphism were also significant factors influencing purchase intention. Thise study highlights the importance of the entertainment value, which is in line with the nature of TikTok as a medium. Originality/value: This study contributes to the limited literature on the effectiveness of TikTok on purchase intention in Singapore, specifically in the cosmetics industry. [ABSTRACT FROM AUTHOR]

Purpose: The aim of this article is to present the relationship between Generation Z consumers' evaluation of selected activities undertaken by clothing brands in marketing communication on social media and consumer trust in the brand. Design/methodology/approach: The survey was conducted on a sample of 500 consumers in the period August-September 2023 across Poland (16 provinces). The sample selection was purposive and random. Consumers of generation Z (18 to 28 years old), of both genders and from towns and cities with different populations, who follow clothing brands on social media, were surveyed. The method used in the study was a diagnostic survey. Findings: The results of the study show that Generation Z consumers attribute positive characteristics to the actions taken by their favorite brands on social media. Particularly highly rated are the area of brand information sharing, the adaptation of content to consumer needs and the area of brand social media inclusiveness. The research also showed that Generation Z consumers declare a high degree of trust in the brand, which is conditioned by how they perceive the brand's marketing activities undertaken on social media. Research limitations/implications: The results of the survey call for a more in-depth analysis of consumer trust in brands, considering extended scales indicating their trust, as well as surveying a larger population of respondents. Practical implications: The results of the study show that young consumers' perception of the positive features of a brand's social media marketing communication determines their trust in the brand. In contrast, their failure to perceive these characteristics does not necessarily translate into a lack of trust. Social implications: A better understanding of the impact of the ways a brand communicates on social media in shaping consumer trust in the brand through them. Originality/value: The article is primarily of cognitive value, highlighting the importance of the perception and evaluation of brands' social media activities in creating consumer trust in the brand. The article makes a strong contribution to both the marketing literature, particularly in the field of consumer behavior in the context of the digital age. It also serves as a form of recommendation for managerial practice, demonstrating social media as a key factor necessary to consider in the development of marketing strategy. The article enriches the current theory of brands' social media activities and their relationship with consumers. [ABSTRACT FROM AUTHOR]

In Older to promje Chinese culture and intangible cultural heritage, enhance the inheritance and activation of traditional skills, and pronu integrated design, innovation and devBopment of national fashion products, Yangliuqing New Year Wood-block Prints were taken as the research object, and the hiHorical ciwitext, production process and artistic characteristics of Yangliuqing New Year Wood-block Prints were analyzed and summarized according to the method of literature research all field investigation. Based on the product investigation and analysis of the current generation Z consumer group, the theme elements and production techniques of Yangliuqing New Year Wood-block Prints, which are favored by consumers, are finally integrated with cultural innovation and national fashion for innovative practical design. The results show that the design of shoes, canvas bags, mugs and T-shirts in thifcpaper is fashionable and exquisite, which is in line with the preferences of young consumers. The design of four clothing types is exquisite and innovative, and has a unique artistic charm that is different from that of other woodcut New Year prints techniques. The article provides a new way for the design practice of the national tide products, and a new folk cultural element and design perspective for the cultural creation and clothing of the national tide. [ABSTRACT FROM AUTHOR]

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Preventive health care information (PHCI), which functions as a cost-effective or cost-saving means of reducing mortality and improving life quality, also fuels consumer demand for otherwise underutilized preventive medical services, thereby improving profitability for service providers. This study provides healthcare marketing professionals with media usage insights and psychographic profiles useful for developing effective PHCI communication strategies. This research is based on questionnaire responses (n = 813). Analysis of the variance (ANOVA) was used to assess and compare the importance consumers assigned to online PHCI sources. Factor analysis was used to determine whether attitude patterns tended to covary. ANOVA was used to compare generations according to five composite factored variables. Institutional websites and internet search engines were among the most important PHCI sources. Millennials assigned significantly greater importance to 20 of the 27 sources. YouTube was the only mainstream social media and networking (SM&N) site to which consumers assigned importance. Five composite factors were identified. Millennials were significantly more likely to report attitudes and behaviors of the “Techy” healthcare consumer (p = 0.000) and “Other-Oriented” healthcare consumer” (p = 0.000). Baby Boomers were significantly more likely to report attitudes and behaviors of the “Responsible” healthcare consumer (p = 0.003) and the “Clinician-Connected” healthcare consumer (p = 0.000). This research offers new insights concerning Baby Boomer, Generation X, and Millennial healthcare consumer use of digital resources to access preventive health care information (PHCI), along with psychographic profiles useful for developing message strategy. [ABSTRACT FROM AUTHOR]

Generation Z, being the generation to grow up in the digital era, evince some distinctive features and preferences that significantly shape their online shopping behavior. The study delves into various advertising appeals employed by E-commerce platforms and investigates their effectiveness in capturing the attention, interest, and loyalty of Generation Z consumers. The findings of this research aim to provide valuable insights for marketers and E-commerce businesses seeking to optimize their strategies for this influential consumer segment. The content is based on recent literature and on what are the views of Generation Z concerning the online advertising appeals. Technology and the internet being the integral part of the life of Generation Z, it represents a unique demographic with marked characteristics, preferences, and behaviors. Generation Z is quick to adopt and adapt to trends. E-commerce businesses must stay agile and responsive to emerging trends to remain relevant. Studying the impact of advertising appeals helps identify what resonates with this dynamic demographic, allowing businesses to adjust their strategies accordingly. In this study, we established that online advertising appeals don't have significant influence on purchase behavior of Generation Z although they improve the Customer experience and thereby brand loyalty. [ABSTRACT FROM AUTHOR]

Purpose: This study investigates Generation Z's consumer behavior, their attitudes and preferences in purchasing beauty products. Design/Methodology/Approach: Employing a qualitative descriptive research methodology, data was collected through in-depth interviews with 15 participants from diverse demographics within Generation Z. The study employs a qualitative descriptive research approach to gain in-depth insights into Generation Z's behavior. Data was gathered through in-depth interviews and thematic analysis. Participants were selected via purposive sampling to ensure diversity in gender, socio-economic background, and geographic location. Interviews were semi-structured to allow flexibility while maintaining focus on key topics. Findings: The findings reveal that digital influencers, sustainability, and affordability significantly impact their purchase decisions. Practical Implications: This research contributes to understanding how marketers can tailor strategies to meet Generation Z's needs effectively. Originality/Value: Generation Z exhibits a strong preference for brands that align with their social and environmental values. This cohort is acutely aware of issues such as climate change, animal welfare, and ethical labor practices. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this study was to investigate the elements of the triadic framework (e.g. consumer motives, activities, resources and capabilities) and their influence on consumer attitudes and the theory of reasoned action (TRA) elements of subjective norms and eventual purchase intention of secondary sneakers. Design/methodology/approach: The framework draws from two models, the triadic framework for collaborative consumption and the TRA. Data was collected using an online survey, which consisted of demographic questions and reliable scales. The hypothesized relationships were tested through structural equation modeling. Findings: The findings indicate that reducing risks and the customer activity of providing information was significant in influencing consumers' attitudes. However, the customer motives of economic and environmental as well as technical skills were not significant in influencing attitudes. Practical implications: This study attempts to inform secondary and full-priced retailers offering used products strategies to provide the best experience to millennial and generation Z consumers to ensure they can attract and retain them. Originality/value: It can be stated with a high degree of certainty that sneaker resale remains one of the most permanent trends in the market today with sneaker resale is significantly outperforming the broader ecommerce ecosystem suggesting more research into the motivations of secondary sneaker consumption. [ABSTRACT FROM AUTHOR]

The purpose of the research is to determine the relationship between consumer involvement in QR code applications and purchasing decision involvement and the effect level of this relationship. Generation Z consumers constitute the population of research. Since it was not possible to reach the entire generation Z within the scope of the research, the research was carried out using the purposeful sampling method, which is one of the non-probability sampling types. The research was conducted online, and the relationships between variables were tested over the data of 394 people participating in the study, and the accuracy of the hypotheses formed was tested. In the analysis of the data, descriptive statistics, correlation analysis and multiple linear regression analysis were performed using the statistical package program. As a result of the research, it was determined that there is a moderate and significant (p<0,001) relationship between the variables of "hedonic value" (r=,575; p=,000) and "perception towards the brand" (r=,643; p=,000), and the "purchase decision involvement" variable, which are sub-dimensions of consumer involvement towards QR code applications. At the same time, it is another result of the research that the variables of "hedonic value" and "brand perception", have a statistically significant effect on the purchasing decision. [ABSTRACT FROM AUTHOR]

The objective of this research was to compare the sensory and cognitive performance of generations of consumers using artisanal tortillas. Four groups of generational consumers were evaluated (baby boomers, generation X, Y, and Z; n = 100 consumers per generational group). Three experiments were conducted: (1) use of the intensity scale, (2) determination of dominant attributes via TDS and (3) elicited emotions and memories. The results of the first experiment showed that baby boomers, generation X and Y had the best performance in terms of discrimination and consensus. The second experiment demonstrated that generation Z consumers identified dominant attributes of texture in mouth and the other generations identified corn flavor, nixtamal flavor, and sour taste attributes as dominant. Regarding the evaluation of emotions and memories, it was observed that as generations progress, more emotions, and memories were used. In this sense, generation Z was the one that used the most negative emotions and memories. Practical Applications: Analyzing the generational effect can help researchers and tortilla manufacturers to the selection of generational consumer for the evaluation of artisanal, cross‐cultural, or industrialized foods. [ABSTRACT FROM AUTHOR]

This study aims to investigate the effect of attitudes, subjective norms, perceived behavioral control, availability, stress, and food choices on the actual behavior of Generation Z consumers. Besides, the mediator role of the behavioral intention is considered. The researcher applied a cross-sectional research design to collect the primary data using a self-administered questionnaire. The population consisted of Generation Z consumers who are now university-going students in Dhaka city, Bangladesh. The study followed a systematic random sampling technique to select Generation Z consumers. A total of 891 samples were collected through a structured questionnaire survey. The study findings found significant relationships among attitudes, perceived behavioral control, stress and food choices, behavioral intention, and actual behavior in a direct and indirect analysis. Besides, subjective norms and availability of fast food items found insignificant relationships with indirect and direct path analysis, respectively. In Bangladesh, the theory of planned behavior and the incorporated variables have hardly been found in the existing literature investigating Generation Z consumers' fast food consumption preferences. The outcome results showed how behavioral intention was associated with other constructs as a mediator. [ABSTRACT FROM AUTHOR]