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In the 1960s and 1970s, Western Europe's \"Golden Age\" (Eric Hobsbawm), a new youth consciousness emerged, which gave this period its distinctive character. Offering rich and new material, this volume moves beyond the easy conflation of youth culture and \"Americanization\" and instead sets out to show, for the first time, how international developments fused with national traditions to produce specific youth cultures that became the leading trendsetters of emergent post-industrial Western societies. It presents a multi-faceted portrait of European youth cultures, colored by differences in gender, class, and education, and points out the tension between emerging consumerism and growing politicisation, succinctly expressed by Jean-Luc Godard in his 1967 pairing of \"Marx and Coca-Cola.\"

\"Part of the nonfiction Orca Think series for middle-grade readers, this illustrated book examines disposable culture, its effect on the planet and practical ways young people can use their purchasing power.\"-- Provided by publisher.

The eighth edition of Generation X: Americans Born 1965 to 1976 tells the story of the small but vital generation spanning the ages of 38 to 49 in 2014. Although their numbers are small, lifestage dictates that Generation X is a vital part of the nation's commerce and culture. People in their thirties and forties are in the crowded-nest years. They are supposed to be advancing in their careers, their incomes should be growing, and their spending should climb because of the expenses of children and teens. But the generation has been hit hard by the Great Recession and is still struggling to recover. Generation X: Americans Born 1965 to 1976 shows how Gen Xers are coping with these demands and what to expect in the future.

Purpose The purpose of this paper is to study the relationships between two distinct value orientations, that is, the terminal and instrumental. The effects of these value orientations on green attitude and green behavioral intentions for green products among young consumers in an emerging market against the backdrop of a value–attitude–behavior cognitive hierarchical framework has also been focused on in this study. Design/methodology/approach The study espouses a hypo-deductive research design and the measures were conceptualized and advanced based on an inclusive review of the research studies conducted in the past. Anderson and Gerbing’s two-step research approach was used for partial least square structural equation modeling to assess the measurement and structural models with SmartPLS (v 3.2.6). Findings The findings suggest that the functional value is constantly essential, but not enough by itself, for envisaging green purchase behavior. The results show that both the terminal and instrumental values have a significant impact on green attitude and in turn, green attitude has a significant impact on green behavioral intentions. The instrumental value displays greater impact on both green attitude and green behavioral intentions compared to the terminal value. Additionally, the research also discloses that green attitude acts as a mediator in the relationship between terminal/instrumental value and green behavioral intentions. Research limitations/implications This paper describes two broad, yet distinctive, value orientations (i.e. terminal versus instrumental) using cross-sectional data from the state capital of the country. Future research may scrutinize the findings’ (cross-cultural) generalizability using diverse data sets to assess value orientations and customers’ green behavioral intentions among young consumers. Practical implications The research findings will enormously help green marketers and practitioners to recognize the roles of terminal and instrumental values in evolving green attitude and green behavioral intentions for green products among the young consumers, thereby helping to develop marketing strategies. Social implications The current research provides evidence that in emerging markets such as India, young consumers exhibit value orientation toward environmental deterioration, holding a sense of responsibility in their consumption pattern. This may pave the way forward for sustainable businesses. Originality/value This study is objectively a pioneering one that attempts to explore the relationships between the value orientations in terms of instrumental and terminal values and their effects on green attitude and green behavioral intentions toward green products using Rokeach’s (1973) two-dimensional measure of values among young consumers, which is quite novel to the existing body of knowledge. Moreover, this paper has surveyed these relationships in a different research context, which can expand the knowledge about green consumer behavior in emerging markets.

While perceived consumer effectiveness has consistently been linked to socially conscious attitudes, such as sustainable consumption decisions, the concept appears to have been confounded with other related constructs in the empirical studies measuring its effects on consumer buying intentions and consumer behaviour. A sustainable food consumer evaluation is based on product values and credibility to health, origin, environment, and ethical concerns. The research aimed to examine if sustainability-related perceived consumer effectiveness has an impact on purchase intention and willingness to pay for sustainable food products, in order to provide information on the pricing of sustainable foods. The study was carried out using a quantitative approach on a sample of 1204 young consumers using a self-administered online questionnaire. The results indicated a significant positive relationship between perceived consumer effectiveness and consumers’ willingness to pay a premium price for sustainable food attributes. Based on this willingness to pay a premium price for food products, a WTP Index was developed. The findings revealed that perceived effectiveness has a strong connection with the buying intention of food products with sustainable attributes.

Future trends in sustainable food consumption include the emergence of short food supply chains and growing interest in local food products. Among the drivers are the more urgent sustainability expectations, the emphasis on environmental and social responsibility, and the changing consumer needs, of which the desire for healthy and quality products, curiosity, uniqueness, and experience are the most prominent drivers. Today’s customers are becoming more aware and open to culinary discoveries and exotic delights. In this study, we investigated the importance of product attributes related to local products, and the motivational factors that determine purchase intentions. The significance of our work lies in the fact that we have studied young consumers’ intrinsic and extrinsic motivational factors. A quantitative consumer survey was conducted using a hybrid data collection method on a sample of 1756 respondents aged between 18 and 45 years. The questionnaire focused on product features, intrinsic and extrinsic motivational elements, and demographic characteristics. The results of our study provide strong evidence that the features associated with local products include but are not limited to the following: freshness, high quality, nutritional value, reliability, safety, evoking domestic flavours, naturalness, being healthy, environmentally friendly, etc. The motivational elements were grouped into four factors: hedonism, curiosity, nutritional value, and tradition. The main reasons for young respondents purchasing local food were taste and curiosity. Based on the results of the cluster analysis, we formed three groups having different features and different motivations for purchasing local products. Moreover, we had the opportunity to understand the attitudes and perceptions of young people towards buying local products. A key result of our study is that the “value-creators” segment considers local products to be healthy and nutritious.

The issues of energy crisis, environmental degradation, and climate change present a severe challenge to the sustainable development in China. The development of green building (GB) is considered one of the most popular strategies toward a sustainable construction industry. Apart from advanced green technologies, consumers’ purchasing intention toward green housing (GH) plays a crucial role in the large-scale promotion of GB. However, which determinants significantly affect consumers’ purchasing intention remain unclear, especially for the young generation in developing countries. This study attempts to investigate young consumers’ purchasing intention of GH in China. On the basis of extended theory of planned behavior (TPB), seven constructs are identified, and nine hypotheses are proposed. A total of 241 responses were collected from the questionnaire survey, and structural equation modeling was employed to test the proposed hypotheses. Governmental incentives are affirmed to be the most important determinant, followed by consumers’ attitude toward behavior and subjective norm. Perceived behavioral control is an insignificant determinant for young consumers to purchase GH. In addition, subjective knowledge has an indirect effect through attitude toward behavior. Environmental concern also confirms an indirect effect through attitude toward behavior and subjective norm toward purchasing intention, respectively. Thus, the government is implied to play a crucial role in GH promotion at this stage.

Purpose This study aims to take a dual-process perspective and argues that peer influence on increasing impulse buying may also operate automatically. If-then plans, which can automate action control, may, thus, help regulate peer influence. This research extends existing literature explicating the deliberate influence of social norms. Design/methodology/approach Study 1 (N = 120) obtained causal evidence that forming an implementation intention (i.e. an if-then plan designed to automate action control) reduces peer impact on impulse buying in a laboratory experiment with young adults (students) selecting food items. Study 2 (N = 686) obtained correlational evidence for the role of norms, automaticity and implementation intentions in impulse buying using a large sample of high-school adolescents working on a vignette about clothes-shopping. Findings If-then plans reduced impulse purchases in the laboratory (Study 1). Both reported deliberation on peer norms and the reported automaticity of shopping with peers predicted impulse buying but an implementation intention to be thriftily reduced these links (Study 2). Research limitations/implications This research highlights the role of automatic social processes in problematic consumer behaviour. Promising field studies and neuropsychological experiments are discussed. Practical implications Young consumers can gain control over automatic peer influence by using if-then plans, thereby reducing impulse buying. Originality/value This research helps understand new precursors of impulse buying in understudied European samples of young consumers.

Consumer acceptance of new bio-based products plays a key role in the envisioned transition towards a forest-based bioeconomy. Multi-storey wooden buildings (MSWB) exemplify a modern, bio-based business opportunity for enacting low-carbon urban housing. However, there is limited knowledge about the differing perceptions consumers hold regarding wood as an urban building material. To fill this gap, this study explores Finnish students’ perceptions of MSWB relative to their familiarity with wooden residential buildings, and then connects these perceptions to ‘consumption styles.’ Data were collected in the Helsinki metropolitan area via an online questionnaire (n = 531). The results indicate that the aesthetic appearance of MSWB are appreciated most by frugal and responsible consumers, whereas the comfort, environmental friendliness, and longevity of MSWB are important to consumers who identify themselves as ‘thoughtful spenders.’ The study suggests that both environmental and hedonic young consumers already familiar with the use of wood in housing contribute to a successful bioeconomy in the urban context.