Consumer behaviour of pre-teen and teenage youth in China

Abstract

The purpose of this study is to investigate how age, gender, information sources and parent-child communication may influence Chinese pre-teen (9 -12 years old) and teenage (13-18 years old) shopping behaviour. A quantitative research method and a self-administered questionnaire was employed to measure the significance of clothing evaluative cues, parent-child communication and shopping behaviour of pre-teens and teens in the People's Republic of China. In total, 273 usable data were collected for this study. It is evident that peer influence was considered by respondents as an important information source, followed by store displays. Parentchild communication also played an important role on clothing consumption. In order to meet the needs and aspirations of these young consumers, fashion designers should pay attention to material selection and usage. In addition, fashion retailers should focus on the visual and experiential aspects of the store environment in order to build a stronger connection and resonance with these young consumer groups.

Effects of Subjective Norms and Environmental Mechanism on Green Purchase Behavior: An Extended Model of Theory of Planned Behavior

“…Moreover, Chinese young people have more money to spend on market offerings than older generations as a single child they benefit from six sources of disposable income with in "4-2-1" family structure (Xian et al, 2021) that come from their parents, maternal and fraternal grand parents. For this reason, this generation is called the privileged generation (Rahman et al, 2013).…”

What about Sustainability? An Empirical Analysis of Consumers’ Purchasing Behavior in Fashion Context

“…In such situations, they base their purchasing choices on other variables, such as brand sustainability [105]. The roots of the proposed multiple linear regression model lie in theoretical studies concerning the purchasing behavior of fashion consumers [93][94][95][96][97][98][99][100]. Each variable has been chosen for study on the basis of a literature review.…”

Purchasing Behavior of Organic Food among Chinese University Students

“…Chinese young people have more money to spend on consumer goods and services than the older generations as they benefit from six sources of disposable income gained from their parents and grandparents. This generation is often called "rich second generation" (富二代 fuerdai), "spoilt generation," or "privileged generation" [18]. Therefore, this research focused on investigating organic food consumer behavior among university students in China as a well-educated and young representative market segment.…”