Appealing to Young Consumers: An Examination of a Firm’s CSR, CSR Communication, and Brand Attitudes of Generation Z

This paper aims to analyze the external and internal drivers of young consumers’ intention to participate in the sharing economy in tourism. From previous findings, a causal model (PLS) is designed to generate an integrated, practical, and novel structural model that significantly predicts the intention to participate. The model, consisting of nine dimensions, includes consumers’ external and internal variables. Separately, these variables have all been considered relevant in the literature, though they have not been studied jointly before. The descriptive results show the excellent attitude and predisposition of young people toward the tourism sharing economy, which facilitates their participation. Through the model, the importance of all internal and external consumer variables in the formation of intention are proven; however, attitude and social norm are most notable among them. Trust is also a critical variable that serves as the link between internal and external variables. The study provides managers of sharing economy platforms with knowledge to encourage young consumers’ participation in a communication and market orientation context. The generational approach (Generation Z) used also allows the conclusions and implications to be transferred to other regions and sectors.

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Enhancing Retailer-Consumers Relationship through Everyday Sustainability

Advances in Marketing, Customer Relationship Management, and E-Services - Socio-Economic Perspectives on Consumer Engagement and Buying Behavior ◽

10.4018/978-1-5225-2139-6.ch015 ◽

2017 ◽

pp. 312-333

Author(s):

Elena Candelo ◽

Cecilia Casalegno ◽

Chiara Civera

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Fast Food ◽

Food Industry ◽

Fast Food Industry ◽

The Past ◽

Generation Z ◽

Young Consumers ◽

Corporate Social

The chapter aims at investigating the effects that the Communication of Corporate Social Responsibility and Sustainability exerts on consumers' perception considering the fast food industry in Italy. the McDonald's case study has been developed through managerial interviews and formal documents analysis in order to report on its strategies for CSR activities implementation and their communication in Italy. Moreover, through surveys conducted in Italy, the case study has been tested on a particular group of young consumers - Generation Z - less influenced by the past McDonald's activity in order to demonstrate how communications of sustainability are better believed and perceived, when a brand has a long tradition of misperceptions.

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Brand it green: young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-08-2018-0840 ◽

2019 ◽

Vol 20 (3) ◽

pp. 190-207 ◽

Cited By ~ 4

Author(s):

Juhi Gahlot Sarkar ◽

Abhigyan Sarkar ◽

Rambalak Yadav

Keyword(s):

Purchase Intention ◽

Purchase Intentions ◽

Brand Attitude ◽

Control Group ◽

Brand Attitudes ◽

Content Type ◽

Advertising Appeals ◽

Product Categories ◽

Brand Advertising ◽

Young Consumers

Purpose This paper aims to analyze the impacts of distinct advertising appeals on brand attitudes and purchase intentions toward green brands across two different product categories (technology-intensive and technology non-intensive) among the young adult consumers. Design/methodology/approach On the basis of focus group discussion, recyclable shopping bags (technology non-intensive) and hybrid cars (technology intensive) were identified as two product categories for the final study. A total of eight advertisement copies were developed (three in each product class + two control group ads) and distributed across 240 young consumers. A 4 (three advertising appeals + one control group) × 2 (product classes) between group experimental design was used to test the hypotheses formulated. Findings The study findings show that all the three advertisement appeals significantly influence attitudes and purchase intentions toward green brands across both the product categories. However, it was also found that functional appeal generated significantly lower mean scores for brand attitude and purchase intention for recyclable shopping bags compared to hybrid cars, whereas emotional appeal generated significantly lower mean scores for brand attitude, as well as purchase intention for hybrid cars compared to bags. This implies that functional green ad appeal would be more effective for technology-intensive products and emotional green ad appeal would be more effective for technology non-intensive products. Self-expressive green ad appeal was found to be equally effective in impacting brand attitudes and purchase intentions across both product categories. Originality/value The value of this research lies in investigating how the effects of distinct green brand advertising appeals on brand attitude and purchase intention can vary across technology-intensive and technology non-intensive products.

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Enhancing Retailer-Consumers Relationship Through Everyday Sustainability

Corporate Social Responsibility ◽

10.4018/978-1-5225-6192-7.ch061 ◽

2019 ◽

pp. 1186-1208

Author(s):

Elena Candelo ◽

Cecilia Casalegno ◽

Chiara Civera

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

Fast Food ◽

Food Industry ◽

Fast Food Industry ◽

The Past ◽

Generation Z ◽

Young Consumers ◽

Corporate Social

The chapter aims at investigating the effects that the Communication of Corporate Social Responsibility and Sustainability exerts on consumers' perception considering the fast food industry in Italy. the McDonald's case study has been developed through managerial interviews and formal documents analysis in order to report on its strategies for CSR activities implementation and their communication in Italy. Moreover, through surveys conducted in Italy, the case study has been tested on a particular group of young consumers - Generation Z - less influenced by the past McDonald's activity in order to demonstrate how communications of sustainability are better believed and perceived, when a brand has a long tradition of misperceptions.

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“IS GREEN IN FASHION?” ANALYSING THE STRATEGIC COMMUNICATION OF FASHION BRANDS AND THE ATTITUDES OF GENERATION Z CONSUMERS TOWARDS ENVIRONMENTAL ISSUES IN THE FASHION INDUSTRY

10.32008/nordsci2021/b2/v4/03 ◽

2021 ◽

Author(s):

Petra Koudelková ◽

Denisa Hejlová

Keyword(s):

Young People ◽

Critical Discourse Analysis ◽

Environmental Issues ◽

Strategic Communication ◽

Critical Discourse ◽

Fashion Industry ◽

Environmental Discourse ◽

Generation Z ◽

Young Consumers ◽

Buying Behaviour

"This paper deals with “green fashion” in marketing. Young people are interested in eco production and are seeking “eco” brands, at least that's how they declare it. Fashion brands want to fulfil the wishes of their customers. But there is still one question: are companies´ promises and statements true or is it only marketing and greenwashing? We have tested their sustainability reports and statements here involves. The main goal of the paper is to evaluate whether the environmental discourse is having an effect on young consumers (young people from generation Z) and whether they behave ecologically or not. Additionally, we are interested in getting to know the customers’ attitudes towards “green fashion”. This study involves two analyses (both critical discourse analysis): (1) the environmental discourse of leading European fashion brands and (2) interviews with young consumers on their attitudes to, and buying behaviour of, fashion. Additionally, there also are implications for the fashion industry."

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Generation Z Food Waste, Diet and Consumption Habits: A Finnish Social Design Study with Future Consumers

Sustainability ◽

10.3390/su13042124 ◽

2021 ◽

Vol 13 (4) ◽

pp. 2124

Author(s):

Tiina Kymäläinen ◽

Anu Seisto ◽

Roosa Malila

Keyword(s):

Behavior Change ◽

Food Waste ◽

Future Generation ◽

Behavior Patterns ◽

Design Study ◽

Social Design ◽

Group Discussions ◽

Generation Z ◽

Young Consumers ◽

Change Framework

This article presents a Finnish social design study that was targeted at future Generation Z consumers. The main objective was to gain understanding of the target group’s attitudes, routines and skills relating to food consumption, diets and food waste within their households. The sustainability framework studied the Generation Z experience, obstacles and opportunities relating to behavior patterns, in addition with current habits—with respect to planning, shopping, cooking, eating and storing—and future motivations. The aim of the social design investigations was to provide contributions to the design outcome: a behavior change application that steered young consumers’ behavior patterns towards a more sustainable direction. The design framework was applied in two case studies that focused on 17–26-year-old consumers in Finland. The main method was qualitative online focus group discussions. Based on the results, the most important behavior change opportunities related to social aspects, the role of company sponsoring, localization and context-awareness potential in young consumers’ close environment and the need to engage wider sustainability aspects—such as carbon footprint, comparison of diets and financial savings—to the behavior change framework. Based on the results, the participants took the climate change challenge associated with food waste and biased diets very seriously.

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Driving healthcare wearable technology adoption for Generation Z consumers in Hong Kong

Young Consumers Insight and Ideas for Responsible Marketers ◽

10.1108/yc-04-2020-1123 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Man Lai Cheung ◽

Wilson K.S. Leung ◽

Haksin Chan

Keyword(s):

Health Care ◽

Hong Kong ◽

Wearable Technology ◽

Equation Modeling ◽

Theoretical Understanding ◽

Content Type ◽

Generation Z ◽

Online Engagement ◽

Technology Products ◽

Young Consumers

Purpose Young consumers have increasingly adopted wearable health-care technology to improve their well-being. Drawing on generation cohort theory (GCT) and the technology acceptance model (TAM), this study aims to illuminate the major factors that drive the adoption of health-care wearable technology products by Generation Z (Gen-Z) consumers in Hong Kong. Design/methodology/approach A self-administrated online survey was used to collect data from a sample of Gen-Z consumers in Hong Kong with experience in using health-care wearable technology. Data analysis was performed using partial least-squares-structural equation modeling to verify four hypotheses. Findings The results reveal that consumer innovativeness (CI) and electronic word-of-mouth referral (EWOM) are significant predictors of perceived credibility, perceived ease of use and perceived usefulness, which subsequently drive online engagement intention and adoption intention (AI). Practical implications This research provides practical guidance for marketers of health-care wearable technology products. In particular, CI and EWOM hold the key to young consumers’ product perceptions (and thereby their online engagement and AIs). Originality/value This research leverages the insights of GCT to enrich the TAM, specifically by including CI and EWOM as antecedents and online engagement as a consequence in the context of health-care wearable technology. The results of an empirical study enhance theoretical understanding of Gen-Z consumers’ perceptions and behavioral intentions toward health-care wearable technology. They also point to actionable recommendations for marketing this new technology to young consumers.

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The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers

Sustainability ◽

10.3390/su12125075 ◽

2020 ◽

Vol 12 (12) ◽

pp. 5075 ◽

Cited By ~ 8

Author(s):

Rodney Duffett

Keyword(s):

Structural Equation ◽

Population Group ◽

Positive Influence ◽

Marketing Communication ◽

White Population ◽

Generation Z ◽

Multi Stage ◽

College Learners ◽

Young Consumers ◽

Sample Technique

YouTube (YT) is the largest online video digital channel with more than 2 billion users, and over a billion hours of YT videos are viewed every day, particularly among young consumers. YT has become a massive marketing communication platform, which serves as a medium to target the lucrative Generation Z cohort (first born in the late 1990s), and influence this generation’s infamously unpredictable purchase decision process. The main aim of this paper was to consider the effect of YouTube marketing communication (YMC) on the traditional and non-traditional attitudinal associations of response hierarchy models. A multi-stage sample technique was used and 3750 high school and college learners (aged 13–18 years old) were surveyed via self-administered questionnaires in South Africa. Structural equation modelling was utilised to consider the hypothesised attitudinal associations. The research determined that YMC had a positive influence on the hypothesised attitudinal associations, and young consumers who used YT for fewer years, logged on more frequently, spent shorter time periods on the platform, viewed higher numbers of commercials, aged 13–14 years old, and from the White population group exhibited the most positive attitudinal responses. Hence, organisations should review their strategies in order to develop more sustainable YMC owing to the heterogeneity evident among young African consumers.

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Influence of Site Personalization and First Impression on Young Consumers’ Loyalty to Tourism Websites

Sustainability ◽

10.3390/su13031425 ◽

2021 ◽

Vol 13 (3) ◽

pp. 1425

Author(s):

José Alberto Martínez-González ◽

Carmen D. Álvarez-Albelo

Keyword(s):

Purchase Intention ◽

Descriptive Analysis ◽

Positive Influence ◽

Online Purchases ◽

Online Purchase ◽

Generation Z ◽

Positive Attitudes ◽

First Impression ◽

Young Consumers ◽

Tourism Websites

This study analyzes the influence of site personalization, first impression, and design on young consumers’ loyalty to tourism websites. It is a new and necessary study, taking into account the multimedia profile and purchasing potential of the studied segment, the need for increasing online consumer loyalty, and the tourism websites’ relevance. Based on previous findings and using a sample of 609 young consumers, a causal model (PLS) is designed that is practical, novel, and significantly predicts online loyalty. The descriptive analysis results show young consumers’ positive attitudes toward e-commerce and their high online use and potential for making online purchases. The significant influence of site personalization on consumers’ first impression is also confirmed. In addition, first impression influence perceived website quality, and, in turn, this quality affects consumers’ online purchase intention and loyalty to the website. Finally, it is shown that online purchase intention has a direct and positive influence on website loyalty. Thus, this study provides tourism managers with the knowledge to encourage young consumers’ loyalty to their websites in a market orientation context. It can be achieved by acting on the site’s personalisation, the first impression, and the design of the site. The generational approach (Generation Z) also allows the conclusions and implications to be transferred to other regions and sectors.

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Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers

Sustainability ◽

10.3390/su12010245 ◽

2019 ◽

Vol 12 (1) ◽

pp. 245 ◽

Cited By ~ 2

Author(s):

Tonino Pencarelli ◽

Viktória Ali Taha ◽

Veronika Škerháková ◽

Tomáš Valentiny ◽

Richard Fedorko

Keyword(s):

Structural Equation ◽

Primary Objective ◽

Equation Modeling ◽

Luxury Brands ◽

Csr Strategies ◽

Generation Z ◽

Young Consumers ◽

Sustainable Marketing ◽

Luxury Products ◽

The Impact

The aim of this study is to understand the actual preferences, behaviors, and purchasing decisions of young consumers in the context of sustainability, with an emphasis on luxury products. The primary objective of the research is to determine the impact of ‘sustainable tendencies’ on stimulating the purchase of luxury goods by the Italian Generation Z and Generation Y populations. In addition to examining the intergenerational differences in perception of corporate social responsibility (CSR) and sustainable marketing, the study is aimed at investigating the potential intersection of the consumption of luxury products and the consumption of slow fashion. In particular, through an empirical analysis carried out on a sample of 1314 young consumers in Italy (representing the two generational cohorts), this research provides interesting results which demonstrate the importance of adopting differentiated CSR strategies which are attentive to sustainability based on the demographic characteristics of young consumers of luxury brands. Structural equation modeling is used to analyze and understand the structural relationships between variables. This study thus helps to fill the knowledge gap about the consumption orientation of the younger generations. The results of this study contribute to a growing body of literature on luxury brands and sustainability issues in marketing.

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