...David Marshall Purpose The purpose of this paper is to consider the question of young consumer’s discretionary consumption in Japan where the ready access to convenience stores, or “konbini”, presents a unique retail landscape and to look at how young Japanese consumers use this store format...

...Mijeong Noh; Rodney Runyan; Jon Mosier Purpose – This study aims to investigate the relationship between young consumers' innovativeness and their hedonic/utilitarian attitudes toward cool clothing and to examine the moderating role of income on this relationship. This study uses five cool...

... the purchase decision‐making process in fair trade with children consumers aged between 7 and 12 years, but the older Generation Y group that we examine in the current study has not yet been specifically targeted. To arrive at a deeper understanding of the young consumers' purchase intentions, this study...