Purpose The purpose of this paper is to examine online purchase behaviours amongst young consumers in Australia and the USA. It also aims to develop and test a theoretical framework of young consumers’ online purchase behaviour. Design/methodology/approach Data were collected through online surveys targeting young online shoppers in Australia and the USA. A multi-group structural equation modelling was used to test the proposed structural model and hypotheses. Findings The model shows a good fit with the data. Young consumers in Australia and the USA have positive attitude towards online shopping that significantly affects their online purchase intentions. Social motive negatively impacts online purchase intentions in the Australian sample. Escapism and value motives positively affect Australian and American young shoppers’ online purchase intentions. Young consumers in Australia and the USA are very familiar with the online shopping process. The familiarity strongly triggers their information search behaviour that leads to online purchase intentions. Practical implications The results of this paper assist the marketers and policy makers to target and appeal to this young segment, based on their unique motivations, values and characteristics. Originality/value Using the generational cohort theory, this paper contributes to the extant literature by providing insights on the Australian and American young generation’s unique values and characteristics that influence their online purchase behaviours. This research also contributes insights for the marketers and policy makers to improve their marketing efforts and services and appeal to this young segment, based on their unique values and characteristics.

The paper examines the antecedents of Australian hotel consumer pro-environmental behaviors (PEB). The research investigates three forms of hotel guests' actual (selfreported) PEB: water-saving, energy-saving, and recycling behaviors. This study employs a hotel-customer survey in Australia (n=339). A focus on green mindfulness is an innovative feature of the study. Interestingly, the results show green mindfulness to be the dominant predictor of hotel guests' PEB, followed by the individual's green habits at home. The findings address current environmental issues in the hotel industry and extend the literature of tourist sustainability on the actual PEB in a hotel context.Practically, this research contributes insights for hoteliers to understand guests' PEB so that they can improve their green programs.

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