Young Consumers最新文献

{"title":"“Do you practice what you preach?” The effects of celebrities’ pro-environmental messages on social media on young adults’ pro-environmental behavior","authors":"Luis Quesada Baena, Alice Binder, Ariadne Neureiter, Melanie Saumer, Jörg Matthes","doi":"10.1108/yc-01-2024-1966","DOIUrl":"https://doi.org/10.1108/yc-01-2024-1966","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Celebrities communicating about environmental sustainability on social media have the power to inspire young adults to engage in pro-environmental behavior, such as reducing their consumption behavior or only buying local and organic food. However, at the same time, celebrities’ carbon-rich and luxurious lifestyles might generate skepticism when they preach about environmental action. Thus, this study aims to shed light on the effects of celebrity pro-environmental messages on young adults’ perceived authenticity and greenwashing and, subsequently, on young adults’ pro-environmental behavior. Moreover, this study examined the moderation effect of congruent (vs incongruent) messages in the celebrity’s social media profile depicting an environmentally friendly (vs unfriendly) lifestyle.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The authors conducted a 3 (celebrity pro-environmental messages: with concrete action claim vs without vs control group) x 2 (celebrity message-lifestyle congruence: congruent vs incongruent) between-subjects experimental study (<em>N</em> = 400) with young adults (16–26 years old).</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results showed a significant positive effect of celebrity pro-environmental messages with concrete green action claims on authenticity perceptions only when the social media profile depicted a congruent environmentally friendly lifestyle. Moreover, higher perceived authenticity of the celebrity by social media audiences led to a higher likelihood of young adults’ engagement in pro-environmental behavior.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>To the best of the authors’ knowledge, this study is the first to consider celebrity message characteristics and young adults’ perceptions of authenticity and greenwashing when investigating the effects of celebrity pro-environmental messages on young adults’ pro-environmental behavior.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"9 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142184985","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Environmental sustainability in the digital age: unraveling the effect of social media on green purchase intention","authors":"Mohammed Nazish, Mohammed Naved Khan, Zebran Khan","doi":"10.1108/yc-01-2024-1965","DOIUrl":"https://doi.org/10.1108/yc-01-2024-1965","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The unethical use of natural resources is contributing to the increasing environmental degradation. The depleting environment poses a threat to the sustainability of present and future generations. This paper aims to investigate the impact of social media on the green purchase intention of consumers. The research adopts the theory of reciprocal determinism to integrate the variables of social media, green product knowledge, green consumption values and drive for environmental responsibility, assessing their collective impact on green purchase intention.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Data were gathered from a sample of 310 young consumers using a structured close-ended questionnaire. The proposed hypothesis was tested by employing PLS-SEM.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The study validates that social media (SM) has the ability to shape consumers' intention to choose more eco-friendly products. In addition to social media, green consumption values and the drive for environmental responsibility exert a significant influence on green purchase intention. However, green product knowledge did not have a significant impact on green purchase intention nor did mediate the relationship between social media and green purchase intention.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The existing scholarly literature indicates that researchers have employed a variety of theories as the basis for their studies aimed at predicting intentions and behaviors related to environmentally conscious purchases. To our knowledge, this is the first study to incorporate social media in the theory of reciprocal determinism. Notably, the paper represents the inaugural investigation in the context of an emerging economy to incorporate green product knowledge as a mediating variable.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"56 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142184986","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Drivers of consumer trust in mHealth apps among young consumers: a socio-technical approach","authors":"Nishtha Rai, Ankur Srivastava","doi":"10.1108/yc-03-2024-2043","DOIUrl":"https://doi.org/10.1108/yc-03-2024-2043","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the factors influencing trust toward mobile health applications (mhealth apps) among young consumers. By building on the socio-technical systems framework and self-congruence theory, the authors develop and examine a conceptual model of the trusting intentions of young consumers toward mhealth apps.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The data for the study was collected from a sample of 285 young consumers via an online survey by using a purposive sampling method. All the respondents were existing users of health apps and resided in the urban areas of the country. The sample comprised 53% male respondents and 47% female respondents. Subsequently, the data was analyzed using the structural equation modeling technique.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings revealed that psychological factors like self-congruence and technical factors such as flow experience and perceived playfulness aid in building trust among young mhealth app users, which in turn influences the purchase intention and user loyalty toward the application. Social factors like perceived critical mass and social influence did not significantly impact trust.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The data was collected from Generation Z, recognized as the most influential consumer demographic worldwide, primarily involved in mhealth app usage. Nonetheless, it is essential to understand that these findings might only partially apply to a specific user group. In addition, the study did not focus on any specific mhealth applications. Hence, it is prudent to exercise caution when generalizing these results to the broader population.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study advances the comprehension of socio-technical elements in establishing trust, subsequently impacting purchase intentions and loyalty among young users in the context of mhealth apps. In addition, it expands the socio-technical framework by incorporating a psychological factor that could influence trust and purchase intentions toward mhealth apps. Furthermore, the post hoc findings reinforce this comprehension by identifying the moderating effects of operating system type and gender. These insights could provide valuable guidance for developing tailored marketing strategies targeting the young consumer base.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"34 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142184987","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Do business-wide sustainability labels boost consumer trust and enhance perceptions of sustainability information quality? An experiment among Z-generation members","authors":"Teresa Sanchez-Chaparro, Victor Gomez-Frias, Fernando Onrubia, Maria Jesus Sanchez-Naranjo","doi":"10.1108/yc-03-2024-2035","DOIUrl":"https://doi.org/10.1108/yc-03-2024-2035","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to explore the emerging trend of business-wide Sustainability Third-Party Labels (STPLs), exemplified by entities like B-Corp. These labels are awarded to organizations committed to a distinctive approach to business, typically embracing the triple-bottom-line (TBL) framework, prioritizing not only financial performance but also social and environmental impact. The research investigates whether these labels enhance trust and influence perceptions of sustainability information quality among young consumers in Spain.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A factorial experiment has been conducted among a convenience sample of individuals belonging to the <em>Z</em>-generation (<em>n</em> = 126). The experiment involved randomly exposing the participants to different versions of an informational brochure from a fictional company in the agricultural sector (with and without label). Following the experiment, a focus group with 15 participants was conducted to assist in interpreting the results.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results of this study suggest that the use of a nonsector specific label across various sectors with distinct sustainability challenges can lead to confusion among Z-generation consumers. Especially within sectors grappling with environmental concerns, such labels may be susceptible to being perceived as manifestations of greenwashing. Additionally, the study adds supporting evidence to the existing body of literature asserting gender differences in the interpretation of sustainability signals, including labels.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>As far as this research is concerned, to the best of the authors’ knowledge, this is the first research that studies the perception of Z-generation members regarding business-wide STPLs. Focusing on studying, the attitudes toward sustainability of younger generations and how they respond to signals like business-wide STPLs are relevant, as they not only possess the longevity to drive substantial change but are also more susceptible to behavioral shifts, thereby holding significant potential in shaping a sustainable future. The study combines both qualitative and quantitative perspective and provides critical insights, relevant to stakeholders within business-wide STPL ecosystems, emphasizing the need for strategic coherence and transparency in label implementation.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"24 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142184989","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Pure and suggestive impulse buying in mobile shopping app: shopping pattern of young consumers","authors":"Priyanka Gupta, Sanjeev Prashar, Chandan Parsad","doi":"10.1108/yc-11-2023-1911","DOIUrl":"https://doi.org/10.1108/yc-11-2023-1911","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study differentiates pure impulse buying behaviour from suggestive impulse buying behaviour in using mobile shopping applications (apps). This study aims to assess the moderating effects of instant discount and cashback promotional offers along with the mediating effects of impulse buying intention (IBI) and user satisfaction (US), using the app stimuli (performance expectancy, effort expectancy, layout, atmosphere, privacy and security).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study was done in three stages: analysis of variance, followed by structural equation modelling (SEM) and paired <em>t</em>-tests.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results showed that instant discounts and cashback offers are different from each other for the mediating variable IBI. The SEM results for pure impulse buying showed that, except for layout, the remaining variables have a positive relationship with IBI. For suggestive impulse buying, effort expectancy and layout were significantly related to both the mediating variables. Finally, pure and suggestive impulse buying behaviour showed significant differences.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Previous studies have looked into impulse buying in its generic sense and not through the “types” of impulse buying they were measuring. As impulse buying behaviour is a predominant theme for discussion today, marketing professionals and researchers must comprehend the impact of app stimuli in the context of select types of impulse buying behaviour.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"30 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141572731","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Exploring the link between creative tourist experiences and intentions among Gen Z: a sequential mediation modeling approach in creative tourism","authors":"Ishani Sharma, Soni Sharma, Arun Aggarwal, Sahil Gupta","doi":"10.1108/yc-01-2024-1950","DOIUrl":"https://doi.org/10.1108/yc-01-2024-1950","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to explore the influence of creative tourist experiences (CTE) on tourists’ recommendation intentions (RCI) toward creative tourist destinations. This study examines the roles of tourist engagement and satisfaction in this relationship, proposing a sequential mediation model based on the cognitive-affective-conative model.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The research surveyed travelers to Kinnaur, Himachal Pradesh, India, using a structured questionnaire. Through purposive sampling data were collected from 413 generation Z (Gen Z in short) tourists. The study used exploratory factor analysis, confirmatory factor analysis and sequential mediation analysis. The present research used Model 6 by Andrew Hayes in the SPSS process macro to test the serial mediation.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings emphasize the importance of active engagement in creative tourism and its potential to transform cultural heritage into enriching experiences, thereby influencing tourists’ recommendation behaviors. Results of sequential mediation analysis show that there is a significant and positive impact of CTE on tourist’s RCI. Further, results showed the sequential mediation effect of tourist engagement and satisfaction on the relationship between CTE and RCI.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings offer valuable insights for destination managers and policymakers in creative tourism. Enhancing tourist engagement and satisfaction through creative experiences can effectively increase RCI, contributing to the sustainable management of cultural resources and preventing the over-commercialization of cultural heritage.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research contributes to the literature on creative tourism by empirically testing the sequential mediation model and highlighting the pivotal role of tourist engagement and satisfaction in transforming creative experiences into positive behavioral outcomes. This study provides a nuanced understanding of the factors influencing tourists’ RCI in creative tourism contexts.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"37 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141572732","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Appearance vanity or achievement vanity: which better predicts young consumers’ decision-making orientations?","authors":"Hakan Cengiz, Rabiya Gokce Arpa, Kubra Nur Sezgin","doi":"10.1108/yc-12-2023-1919","DOIUrl":"https://doi.org/10.1108/yc-12-2023-1919","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to operationalize consumer decision-making styles as higher-order constructs and investigates the influence of two distinct subdimensions of consumer vanity – namely, appearance vanity and achievement vanity – on consumer decision-making orientations (CDMO).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using data from an online survey of 319 young adults, the authors construct a higher-order structural model capturing the following three orientations: social/conspicuous, utilitarian and undesirable. The partial least squares structural equation modeling approach was used to test the validity of the higher-order structural model and the hypothesized relationships.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Results, confirming the higher-order structure of consumer decision-making styles, highlight the distinctive impacts of the vanity dimensions on different CDMOs. Specifically, appearance vanity predominantly affects social and undesirable orientations, and achievement vanity influences utilitarian orientation.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>While several theoretical classifications of consumer decision-making styles have been proposed in the past, none of the earlier studies leveraged those classifications as higher-order models. Addressing this literature gap, this study provides empirical evidence associating CDMOs with a specific consumer trait – vanity – thereby validating the higher-order nature of consumer decision-making styles.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"341 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-06-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141503864","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Re-imagining African millennials’ brand buying and distribution channel selection behaviour in a technologically disrupted world","authors":"Tendai Chikweche, James Lappeman, Paul Egan, Hossain Mohammed","doi":"10.1108/yc-08-2023-1815","DOIUrl":"https://doi.org/10.1108/yc-08-2023-1815","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to investigate the factors that influence millennial purchase behaviour, brand choice and distribution channel selection in an evolving technology-driven environment.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study was exploratory, using qualitative methods of personal interviews and some ethnographic observations to collect data from 585 millennials from ten cities in nine African countries.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Findings from the study confirm and support the critical role of e-commerce in facilitating millennials engagement with brands, highlighting how brand purchases are integral to their lifestyle choices. There is an overwhelming confirmation of the importance of influencer marketing and social media in shaping purchase decisions, with new insights into the role of local micro-influencers and social networks. The findings from the study highlight the pivotal role of a brand’s country of origin in influencing millennials’ brand preferences. The study supports and advances insights into the importance of online shopping and diverse factors influencing millennials’ selection of distribution channels.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>There is an opportunity to leverage the growing mobile telephone penetration and social media usage to develop innovative integrated marketing communications strategies. There are opportunities for co-creating marketing communication campaigns with millennials in different settings. These are outlined in the practical implications section.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The paper is based on original empirical data collected from ten countries and explores the behaviour of a growing but under-researched segment of millennials in Africa.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"37 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141172289","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Young adults’ perceived social isolation and e-impulse buying on social commerce platforms: linking roles of perceived stress and hedonic browsing","authors":"Felicito Angeles Jabutay, Tan Limpachote","doi":"10.1108/yc-11-2023-1910","DOIUrl":"https://doi.org/10.1108/yc-11-2023-1910","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to explore the pathways connecting perceived social isolation, perceived stress, hedonic browsing and e-impulse buying in social commerce.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>A theoretical model was proposed. Data from 394 young adults was analyzed using structural equation modeling to test the hypothesized relationships in the model.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Perceived social isolation is associated with elevated levels of perceived stress and engagement in hedonic browsing. Young consumers often turn to hedonic browsing as a coping mechanism for stress, and both stress and hedonic browsing play significant roles in fostering impulsive purchases. Perceived stress fully mediates the influence of perceived social isolation on hedonic browsing. Conversely, hedonic browsing partially mediates the impact of perceived stress on e-impulse buying.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Businesses can use the findings to develop effective marketing strategies that entice customers to purchase on social commerce platforms. Moreover, the findings offer valuable insights for young consumers, providing them with an understanding of the complexities of impulsive buying in social commerce. This knowledge can empower them to make informed decisions and exercise enhanced control over their purchasing habits. Furthermore, the findings could be used as a basis for developing targeted interventions to reduce unnecessary purchases, particularly during challenging times that necessitate social isolation.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study offers new empirical insights into the ways in which perceived social isolation, perceived stress and hedonic browsing contribute to the heightened prevalence of e-impulse buying in social commerce.</p><!--/ Abstract__block -->","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"16 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140931556","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Green consumption behaviour among higher education students as an approach to achieving sustainable source reduction of marine plastic pollution","authors":"Iddrisu Salifu, Francis Arthur, Sharon Abam Nortey","doi":"10.1108/yc-10-2023-1881","DOIUrl":"https://doi.org/10.1108/yc-10-2023-1881","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;Marine plastic pollution (MPP) is increasing in recent times because of the high usage of plastic products. Green consumption behaviour (GCB) gaining attention as effective approach to achieving sustainable source reduction of plastic pollution, which negatively affects both human pollution and marine biodiversity and ecosystem. Although, Higher Education (HE) students are key stakeholders in addressing environmental issues, including MPP, there is limited empirical research in Ghana on factors influencing HE students’ GCB. This study, in an endeavour to bridge the gap, used the revised theory of planned behaviour (TPB) framework to investigate the factors influencing higher-education students’ green consumption behaviour in the Ghanaian context. Specifically, the purpose of the study is to examine the interplay of consumer novelty seeking (CNS), environmental concern (EC), perceived behavioural control and social influence on green consumption behaviour among higher-education students in Ghana. The study also explored the moderating role of gender in the relationship between CNS and green consumption behaviour.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;This study used quantitative approach to obtain data from a sample of 233 students at the University of Cape Coast and used the partial least squares structural equation modelling approach for the data analysis.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;The findings provide valuable insights, highlighting the important role of CNS and ECs in driving higher education students’ green consumption behaviour in Ghana. This study also found a revealing role for gender as a moderator in the relationship between CNS and green consumption behaviour, with females exhibiting a more pronounced response to CNS in influencing green consumption behaviour. On the contrary, the authors found a non-significant impact of perceived behavioural control and social influence.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;Although this study presents results that provide valuable insights for policy and practical implications, it has some limitations worth mentioning for future research directions. Firstly, the participants sampled for this study comprised only higher education students from the University of Cape Coast in Ghana, which may limit the applicability of the findings to other student populations at various universities in Ghana and beyond. Moreover, the exclusion of non-students who are considered as “Generation Z” (i.e. born within 1995–2010) may narrow the scope of generalisability in the context of young consumers’ green consumption behaviour in Ghana. To enhance the generalisability of future studies, it is recommended that the scope of this study be extended. Furthermore, it should be noted that this study primarily measured higher education students’ green consumption behaviour based on self-reported data. Therefore, fut","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"50 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-05-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140836055","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}