... with the moderating effect of online impression. Design/methodology/approach A conceptual model was developed based on the nature vs nurture perspective and theory of consumer socialization. Structural equation modeling was applied to investigate the interplay among proposed variables, using a sample of 797...

.... Practical implications – Cognitive development is very rapid in this age group, and marketers should segment for age. Younger children are more influenced by intra-family socialization factors, older children more by extra-family socialization factors. Originality/value – The study investigated...

... role of consumers’ attitude towards conservation of energy and natural resources. Practical implications – The findings can be of immense use to firms marketing green brands in India. Social group acceptance and conformance is important for Indian consumers; advertising and promotional campaigns...

... the parents as the most important source of information about new products for Chinese children (McNeal and Ji, 1998). Considering the fact that China has undergone huge economic liberalisation and social changes during the last decade, the consumer behaviour patterns of Chinese children growing up...

...; two‐thirds came from families containing at least some smokers, with only two with no friends who smoked. Evidence is stronger among smokers in the sample than non‐smokers. A tentative conclusion, therefore, is that experimentation and continuation is an outcome of consumer socialization. Research...