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Young Consumers: Insight and Ideas for Responsible Marketers Cover Image for Volume 27, Issue 2
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Volume 27,
Issue 2,
3 April 2026
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Young Consumers offers ideas, insights and information on key issues across the whole youth market, from the initial stages of preparing for parenthood to kids, tweenies, teenagers and young adults.

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Understanding Gen Z’s continuance intention in mobile payment: an extended MTAM approach in an emerging market
Guest editorial for the young consumers Special Issue on “Social media, cyberbullying and Gen Z”
Impulse travel drive financial wellbeing of young adults: exploring the impact of financial attitude and financial behaviour through mixed-method approach
Korean mothers and advergames: a Protection Motivation Theory approach to evaluating break-based mediation
Influencers’ approaches for rebuilding personal brand after cancellation
Open access articles
January 13 2026
What triggers Gen Z to choose plant-based milk analogues?
Sergio Rivaroli, Roberta Spadoni et al.
November 21 2025
Beyond personality: the role of social commerce interactivity and co-production in strengthening consumer−firm bonds
Trang Huong Pham, Erisher Woyo et al.
October 29 2025
“Can we be young and carefree?” Using the Roy Adaptation Model to explore youth pressure in South Africa
James Lappeman, Philip Broster et al.
October 24 2025
Juxtaposing Generation Z consumers’ consumption behaviour of local versus global sustainable fashion brands
Melissa Zulu, Asphat Muposhi et al.
September 15 2025
Generational responses to guerrilla marketing: examining brand associations across Generations Z and Y
Hossein Faridniya, Andrea Vocino et al.

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Editor(s):
Hiram Ting

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