As the global marketplace becomes more integrated and consumer specialists develop an international focus, developing useful scales to profile consumer decision-making styles in other cultures becomes important. Comparing the decision-making styles of consumers from different countries would thus contribute to the understanding of the effect of the marketing environment as well as of the cultural factors on consumer decision-making styles. It would also be significant to determine if the decision-making styles of foreign consumers differ from those of local ones. The influx of foreign students enrolled at South African Universities and Technikons has resulted in an increase in the number of consumers who have to make purchases connected to their daily lives within a different cultural environment. An understanding of students as consumers and their decisionmaking processes is important to marketers, particularly as students are recognised as a specialised market segment for a variety of goods and services. It would thus be significant to determine if the decision-making styles of foreign students differ from those of local students. This exploratory study investigates the decision-making styles among Chinese, Motswana and South African Caucasian students in a South African context, with a view of verifying the international applicability of the Consumer Styles Inventory (CSI) developed by Sproles and Kendall (1986). Only students with a Caucasian background were included in an attempt to avoid the influence of the different subcultures amongst South African students. It was found that Sproles and Kendall’s (1986) model did not fit the South African samples. It was furthermore found that differences exist among Motswana, Chinese and Caucasian students in consumer decision-making styles. The mean value for the “Novelty-fashion conscious” style was number one in the list of factors for Chinese and Motswana students and second for the Caucasian sample. “Price conscious” style, however, was number one for the Caucasian students.

Recent years have witnessed the increasing popularity of second-hand clothing (SHC) worldwide. In the developed countries, consumers show more willingness to accept SHC and the SHC market is relatively mature. In China, consumers’ attitudes towards SHC is always somewhat negative for many reasons. However, nowadays more Chinese young consumers have intentions to buy SHC partly because they want to follow the global fashion trend or to sustain the environment. To recycle and reuse waste textiles, some regulations have been issued by the Chinese government, but restrictions are still put on trading SHC and it is far from enough to formulate a perfect SHC market. The emergence of online platforms such as Idle Fish and Zhuan Zhuan stimulate the potential market and provide a new channel for trading SHC.As reducing clothing production and waste is one of the solutions to alleviate environmental burden in China, it is necessary to improve Chinese consumers’ buying behavior of SHC. This investigation is concentrated on Chinese young consumers, to gain an insight of how they think of SHC and what factors will influence their purchase behavior. A mixed method was applied in this investigation, which included the semi-structured interview and the self-completion questionnaire. Respondents are mostly from Shanghai and Shandong province, aged between 18 to 24 years old. Factors affecting Chinese young consumers’ buying behavior were assessed in three dimensions: perceived concerns, perceived values and subjective norm. When analyzing the data, comparisons between genders or districts were made. It could be observed that three words ‘unsanitary’, ‘cheap’ and ‘eco-friendly’ are used most by Chinese young consumers to express their views on SHC. Among all the factors, hygiene and safety problem is the biggest concern to a majority of Chinese young consumers. Although SHC is not prevailing in China now, it is likely for them to buy it in the future if platforms can be improved and trading SHC can be supported by the government. Since possible ways of improving buying behavior are only given through Chinese young consumers’ perspective, they should be examined from platform operators’ and government’s point of view in the future research.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-23T15:08:31Z No. of bitstreams: 1 Camila Moreira Almeida de Miranda.pdf: 1266815 bytes, checksum: 66e3558fbbcb16267a31b699d5fe51cc (MD5) / Made available in DSpace on 2016-06-23T15:08:31Z (GMT). No. of bitstreams: 1 Camila Moreira Almeida de Miranda.pdf: 1266815 bytes, checksum: 66e3558fbbcb16267a31b699d5fe51cc (MD5) Previous issue date: 2015-12-09 / This paper seeks to explain the motivators of perceived value among young consumers who purchase affordable luxury branded goods. The main objective was to study the motivators of perceived value and more specifically: to identify the latent variables which affect the behavior of the young consumer of affordable luxury branded goods; to assess how the latent variables interfere with the young consumers’ perceived value of affordable luxury branded goods; to assess how young consumers’ perceived value affects their attitude, loyalty and repurchase intention; and finally, to provide a specific measurement model for this consumer group. The model is based on existing models by Vigneron and Johnson (1999), Wiedmann, Hennings and Siebels (2009) and Galhanone (2013). This is a descriptive study using a quantitative approach. Data was collected using a survey, based on previously tested and validated scales, which was completed by a sample group of 246 university students at a IFES in the state of Mato Grosso do Sul, Brazil. Structural equation modeling and confirmatory factor analisys using Smart-PLS software were used for statistical analysis. The results show a statistically significant correlation between perceived value of young people who consume products of affordable luxury with the variables identified in the study. These results contribute to an understanding of the world of luxury of these youth and how they relate to brands. In general terms, the study offers useful tools for companies operating in the luxury market and tailoring their product offerings to their clients by helping them understand how a youth perceives a luxury product, and what the motivators are behind its purchase. / Este trabalho buscou compreender quais são as variáveis da percepção de valor de consumidores jovens que compram produtos de marca de luxo acessível. O objetivo principal foi estudar os motivadores da percepção de valor e mais especificamente: identificar as variáveis latentes que interferem no comportamento do consumidor jovem de produto marca de luxo acessível; avaliar como as variáveis latentes interferem na percepção de valor do consumidor jovem que compra de produto marca de luxo acessível; avaliar como a percepção de valor do consumidor jovem que compra de produto marca de luxo acessível interfere na atitude, lealdade e intenção de recompra; e finalmente, propor um modelo de mensuração específico para esse grupo de consumidores. O modelo foi baseado nos estudos existentes de Vigneron e Johnson (1999), Wiedmann, Hennings e Siebels (2009) e Galhanone (2013). A pesquisa foi de natureza descritiva com abordagem quantitativa. Foi aplicada uma survey (survey), baseada em escalas já testadas e validadas, para uma amostra de 246 estudantes universitários em uma IFES do estado de Mato Grosso do Sul para coleta dos dados. Estes foram analisados estatisticamente por meio do software Smart-PLS para realização da modelagem de equações estruturais e análise fatorial confirmatória. Os resultados apresentaram correlação consideravelmente satisfatória entre a percepção de valor de jovens que consomem produtos de luxo acessível com as variáveis apontadas no estudo. Esses resultados contribuem para a compreensão do universo do luxo dos jovens e como eles se relacionam com as marcas. Em termos gerenciais, o estudo apresenta valiosas ferramentas para organizações que atuam no mercado de luxo e gerenciam suas ofertas de produtos para seus clientes entenderem como um jovem percebe um produto de luxo, e quais são os motivadores para tal consumo.

Purpose – The purpose of this study is to investigate how young consumers understand sustainability in the fashion industry: how they define it and if they consider both environmental and social sustainability. Design/methodology/approach – A qualitative method was used. The 14 semi- structured video-call interviews were carried out with interviewees between the ages of 20 and 30 years old, chosen based on their age and accessibility to the researchers. Further, all the interviewees live in Sweden. Findings – The collected data show that young consumers have a fairly broad understanding of sustainability in the fashion industry, even if parts of that understanding seem to be subconscious. All the interviewees are aware of the fashion industry’s negative impact on global sustainability, and show awareness of transparency and Greenwashing issues. Many also agree that aspects of high quality, timeless design and second-hand clothing are crucial for sustainability in the fashion industry. All interviewees connect sustainability in the fashion industry to environmental sustainability first and foremost, while issues with social sustainability come second. The interviewees were generally more concerned with environmental issues like emissions and materials. However, all but one showed awareness of the social implications as well, addressing social issues like working conditions. Originality/value – The thesis is a response to the lack of research on young consumer’s understanding and perceptions of sustainability within the fashion industry. It’s an interesting subject, since the fashion industry has many sustainability issues, and young consumers have a great spending power, and also care a lot about sustainability. The research is a mean for future research regarding young consumers and the fashion industry and will provide further understanding towards the subject.

The purpose of this dissertation was to investigate how and why children’s influence in purchase decisions might vary under different types of families. It was conceptualized that children in different types of families are socialized into different status roles and that these differences in socialization, in turn, would have varied implications for children’s influence. Specifically, it was hypothesized that peerness in parent-child relations and children’s household responsibility would be greatest in single-parent families, less in reconstituted families, and least in intact families. In addition, parental coalition formation, parental restrictiveness, and parental nurturance were expected to be greatest in intact families, less in reconstituted families, and least in single-parent families. Children’s influence was hypothesized to be positively related to peerness, household responsibility, and nurturance, and negatively related to parental coalitions and restrictiveness. Hypotheses were tested using convenience samples of adolescents and one of their parents. Results generally failed to support the model: however, a number of methodological limitations that may have affected the study's outcomes were also present. / Ph. D.

published_or_final_version / Sociology / Master / Master of Social Sciences

According to Nosti (2012) banks target youths to find new customers by giving them special offers such as debit cards from a relatively early age. However, Moschis and Churchill (1979) point out that age can affect the level of knowledge in the consumer. Therefore, this essay focuses on youths as consumers. Specifically, youths’ awareness of security risks in using bank tools such as debit cards or internet banks was studied. The study was conducted by using four methods: a survey, a focus group, interviews with representatives from four banks on Gotland and a study of banks’ webpages. The participants of the survey and focus group where 16-19 years of age. According to Proença, Silva and Fernandes (2010), relationship marketing, or customer relationship management, is a strategy practiced by banks in which they sometimes use technology as a tool. However, a lack of awareness and knowledge among the customers can lead to misuse of the tools. Among other things, according to Harr (2012) it can lead to financial loss. The results that emerged from the study in this essay show that youths seem to have awareness within some areas, but further knowledge may be required in others, for example, in internet security. In addition, the results indicate that youths in some cases behave as if they do not believe anything harmful might happen to them, even though they are aware of the risks. Possible contributing factors to their actions may be group pressure, family influence and/or lack of knowledge.

Svenskar slänger över 7,5 kg kläder per år i hushållsavfall och 60 procent av dessa plagg är hela och skulle kunna återanvändas. Det nuvarande linjära systemet som utnyttjar jordens resurser och producerar produkter som sedan kasseras, bidrar till bland annat stora mängder avfall och utarmning av naturresurser. Detta är en ohållbar resurshantering. Med den cirkulära ekonomin kan redan använda resurser återanvändas fler gånger istället för att kasseras. Konsumenter visar idag på ett allt större intresse för miljön och hur deras köp kan påverka miljön. Trots detta visar rapporter på att svenskars klädkonsumtion ökar och att unga människor är aktiva konsumenter som sällan tänker på miljön när de handlar. För att skapa en medvetenhet och beteendeförändring krävs kunskap och förståelse. Den cirkulära ekonomin tar inte hänsyn till den bakomliggande orsaken till den ökande resursanvändningen, vilket är människors konsumtionsbeteende. För att kunna övergå till den cirkulära modellen måste man därför undersöka människan och dess roll samt konsumtionsbeteende.   Denna uppsats utgår från den cirkulära ekonomins 3R-princip och konsumtionsbeteende. Syftet med studien är att undersöka unga konsumenters kunskaper och beteende inom 3Rprincipen genom en kvalitativ forskningsmetod. Empirin har samlats in genom åtta djupintervjuer med unga konsumenter i åldern 23-27 år som studerar på universitet eller högskola. Resultatet visar på att unga konsumenter som studerat 3R-principen i sin utbildning har kunskaper inom området, men finner inte dessa tillräckliga för att kunna göra hållbara val. Resultatet visar även på en positiv inställning till återvinning och återanvändning av kläder men inte prioriteten att agera hållbart. Slutsatsen är att unga konsumenter har kunskaper inom 3R-principen men dessa är inte tillräckliga för att ändra sitt konsumtionsbeteendet. Unga konsumenter har även intresse och vilja att agera mer hållbart men inte prioriteten att faktiskt göra det. / Swedes throw over 7.5 kg of clothing a year in the garbage and 60 percent of these garments are whole and could be reused. The current linear system, which exploits the Earth's resources and produces products that are later discarded, contribute to both large amounts of waste and depletion of natural resources. This is an unsustainable resource management. With the circular economy, already used resources can be reused multiple times instead of being discarded. Consumers today show an increasing interest in the environment and how their purchases can affect the environment. Nevertheless, reports show that Sweden's clothing consumption is increasing and that young people are active consumers who rarely think about the environment when shopping. To create awareness and behavioral change requires knowledge and understanding. The circular economy doesn’t take into account the underlying cause of increasing resource use, which is human consumption. Therefore, in order to switch to the circular model, one must examine humans and their role as well as consumption behavior.   This essay is based on the circular economy's 3R principle and consumption behavior. The aim of the study is to investigate young consumers' knowledge and behavior within the 3R principle through a qualitative research method. The empirical material has been collected through eight in-depth interviews with young consumers aged 23-27, studying at university or college. The result shows that young consumers who studied the 3R principle in their education have knowledge in the field, but do not find these sufficient to make sustainable choices. The result also shows a positive attitude towards recycling and reuse of clothing, but not the priority to act sustainable. The conclusion is that young consumers have knowledge within the 3R principle, but these are not enough to change their consumption behavior. Young consumers also have an interest and willingness to act more sustainable, but not the priority to actually do so.

This research investigates the consumer perceptions of private label brands amongst the university aged consumers from selected Eastern Cape universities. The research also aimed to ascertain whether or not generation Y consumers are aware of the existence of private labels, whether price, quality, advertising, packaging, reference groups and demographic variables influenced generation Y purchasing behavior of private label brands. To achieve these objectives, the research made use of the simple random technique to gather the primary data via the use of an online structured questionnaire. The sample population selected where the students in the Eastern Cape Province Universities (Rhodes and Nelson Mandela Metropolitan Universities) who reside off-campus. The assumption was that students who reside off-campus are more aware of private labels as they carry out shopping more than those that reside on campus and generally would have more disposable income and the reason that two different universities have been chosen is to provide a broad base of student opinions, covering varying cultural and income backgrounds, thus allowing for unbiased, valuable research. After pre-tests were conducted the questionnaire was made available online to easy the distribution of the questionnaire and allow for a greater response rate. Descriptive and inferential statistics where used to analyze the results of the questionnaire. The results showed that consumers are generally aware of private label brands and have at least seen them being advertised. Furthermore, the results showed that consumers purchase groceries based on price, quality and convenience of location of the grocery stores .The results indicate that Generation Y consumers are indeed a significant part of the consumer population and that they represent a confident, self reliant, optimistic and positive generation and are verbally and visually more sophisticated, creating a whole new language through digital media and that Generation Y consumers are generally aware of the existence of private labels. The results also indicate that Generation Y consumers strongly agreed that they purchase groceries based on price and quality, meaning price and quality are very influential when purchasing groceries and that the packaging of, generally, all private label brands was not attractive hence a conclusion was made that packaging of private labeled products does not influence Generation Y’s purchasing behaviour of private labels.

Digital technologies can be used to provide consumers in the clothing industry with information in a transparent way that supports sustainable consumer behaviour. Consumers expect more information that can support their sustainable behaviour but have little trust in the information, thus introducing the consumer need for more information transparency in the clothing industry which is the subject of this research study. A qualitative interview study is used to explore consumer informational needs and sustainable consumer behaviour in the clothing industry by purchasing second-hand clothing or adopting a digital clothing sharing service. The theory of planned behaviour was applied in the construction of the study and in the thematic analysis to understand consumer behaviour. Findings show that information transparency can be designed to provide subjective relevance, social -, financial-, and temporal transparency and information accessibility to support sustainable consumer behaviour in the clothing industry because it increases trust, understandability and accessibility. The study contributes with knowledge of additional dimensions for information transparency and particularly to service research by showing that consumers need information transparency to promote a collaborative relation between consumers and companies.