... the intention–behaviour relationship and compares generational differences between Generation Y (Millennials) and Generation Z in this context. Design/methodology/approach This study uses a survey of 420 organic food consumers from Generations Y and Z. Structural equation modelling tested the hypothesised...

... that Generation Z responds positively to guerrilla marketing’s creativity and disruptive nature, while Generation Y prefers traditional marketing approaches. These findings highlight the varying effectiveness of unconventional marketing strategies across age groups, emphasizing the need for tailored marketing...

.... Clark Hu can be contacted at: clark.hu@gmail.com 05 08 2024 22 11 2024 02 02 2025 13 02 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Background music Customer emotion Customer satisfaction Generation Y Luxury...

...Shabnam Azimi; Yana Andonova; Charles Schewe Purpose Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly...

...Harsandaldeep Kaur; Sahiba Anand Purpose The purpose of this paper is to identify personality clusters among consumers of Generation Y in India using the Big Five personality traits and profile these clusters on the basis of their levels of fashion consciousness, inclination toward status...

...Catherine Qian Ying Soh; Sajad Rezaei; Man-Li Gu Purpose The purpose of this study is to investigate the structural relationships between brand consciousness, perceived quality, social influences, traits of vanity, the need for uniqueness (i.e. antecedents), Generation Y purchase intentions...

...Evon Tan; Jasmine Leby Lau Purpose The purpose of this paper was to examine the intention to adopt mobile banking services among Generation Y consumers using the unified theory of acceptance and use of technology Unified Theory of Acceptance and Use of Technology (UTAUT) model. Design...

...Renato Hübner Barcelos; Carlos Alberto Vargas Rossi Purpose – The purpose of this paper is to study paradoxes and strategies of social media consumption among adolescents. Young people belonging to Generation Y have enthusiastically embraced social media as a means of achieving connectedness...

.... However, financial decision making is not always made in a rational manner. This study aims to investigate the influence of personality traits, genders and course majors on decision making dimensions of risk aversion, cognitive biases and socially responsible investing (SRI) criteria among Generation Y...

...Srdan Zdravkovic Purpose This study aims to examine how members of American Generation Y cohort feel about the USA and the USA's major trading partners. In addition, the study's purpose is to find out whether product's country‐of‐origin (COO) plays a role when members of Generation Y evaluate...

...Violet Lazarevic Purpose The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment. Design/methodology/approach A cohesive...

...Ivan Buksa; Ann Mitsis Purpose The purpose of this paper is to determine whether the Generation Y segment in Australia perceive athletes as role models, and if so, do they engage in positive word‐of‐mouth (POWM) recommendation behaviour. This paper also explores the influence of gender and English...

...Shelagh Ferguson Purpose This paper seeks to explore whether the global market segment Generation Y shares a common perception of a specific consumption activity, namely bungy jumping, and how perceptions of cool operate around that. Design/methodology/approach A qualitative methodology...

... figures from the brand owner and agency sides came together to share information. Speakers included those from MTV, Leo Burnett, BMRB International, Cartoon Network, Polaroid, Informer, Chupa Chups, Applied Research & Consulting, B2B, Pokemon and the author. Teens Generation X Generation Y...