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Keywords: Approach-avoidance theory
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Journal Articles
What approach and avoidance factors drive Gen-Z consumers to buy bubble tea? An exploratory study
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Young Consumers: Insight and Ideas for Responsible Marketers (2022) 23 (3): 382–396.
Published: 28 December 2021
...’ knowledge, by adopting a qualitative approach, this study is among the first to explore more deeply the emotional dimensions that drive Gen-Z’s decisions regarding whether to purchase a bubble tea product or not. Buying behavior Factor Gen-Z Approach-avoidance theory Bubble tea Istijanto...
