Young Consumers

Scope & Guideline

Connecting Research with Young Consumer Realities

Introduction

Welcome to the Young Consumers information hub, where our guidelines provide a wealth of knowledge about the journal’s focus and academic contributions. This page includes an extensive look at the aims and scope of Young Consumers, highlighting trending and emerging areas of study. We also examine declining topics to offer insight into academic interest shifts. Our curated list of highly cited topics and recent publications is part of our effort to guide scholars, using these guidelines to stay ahead in their research endeavors.
LanguageEnglish
ISSN1758-7212
PublisherEMERALD GROUP PUBLISHING LTD
Support Open AccessNo
CountryUnited Kingdom
TypeJournal
Convergefrom 2002 to 2024
AbbreviationYOUNG CONSUM / Young Consum.
Frequency4 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
AddressFloor 5, Northspring 21-23 Wellington Street, Leeds, W YORKSHIRE LS1 4DL, ENGLAND

Aims and Scopes

The journal 'Young Consumers' focuses on the intricate dynamics of consumer behavior among youth, particularly in relation to their unique needs, preferences, and the influence of digital environments. It aims to explore how various factors shape the consumer landscape for younger demographics, providing insights for marketers, educators, and policymakers.
  1. Consumer Behavior and Decision-Making:
    The journal extensively examines how young consumers make purchasing decisions, influenced by social media, peer pressure, and marketing strategies tailored to their age group.
  2. Digital Influence and Marketing:
    A significant focus is on the impact of digital platforms, influencers, and online marketing tactics on the consumer behavior of young individuals, particularly in the context of social media.
  3. Sustainability and Ethical Consumption:
    The journal addresses the growing concern for sustainability among young consumers, exploring their attitudes towards ethical consumption, green marketing, and environmental issues.
  4. Parental Influence and Socialization:
    Research often delves into the role of parents in shaping children's consumer behavior, including parental mediation of digital content and financial literacy.
  5. Cultural and Generational Dynamics:
    The journal explores how cultural backgrounds and generational differences influence consumer preferences, behaviors, and attitudes among youth.
  6. Health and Well-Being:
    Topics related to health, including dietary choices, mental health implications of consumer behavior, and the impact of advertising on youth, are also prevalent.
Recent publications in 'Young Consumers' have highlighted several emerging themes that reflect the evolving landscape of youth consumer behavior. These trends indicate a significant shift towards understanding the complexities of digital interactions, sustainability, and the psychological factors influencing young consumers.
  1. Influencer Marketing Dynamics:
    There is a rising trend in exploring how influencers, including virtual influencers, affect young consumers' engagement and purchasing decisions, reflecting the growing reliance on social media for marketing.
  2. Sustainable Consumption Practices:
    Emerging research focuses on the motivations behind sustainable consumption among young consumers, including their attitudes towards eco-friendly products and corporate responsibility.
  3. Digital Health and Well-Being:
    Studies increasingly examine the role of mobile health applications and digital tools in shaping health-related behaviors and financial literacy among youth, emphasizing the intersection of technology and well-being.
  4. Behavioral Economics and Impulse Buying:
    There is a growing interest in understanding the psychological and emotional drivers of impulse buying, particularly in the context of e-commerce and social media.
  5. Parental Mediation in Digital Consumption:
    Recent research emphasizes the role of parental guidance in mediating children's exposure to digital marketing and their consumer behavior, highlighting the importance of family dynamics in youth consumption.
  6. Cultural Shifts in Consumption Patterns:
    Emerging themes also include the exploration of how cultural shifts influence the consumption patterns of Gen Z and younger demographics, particularly in relation to global trends and local adaptations.

Declining or Waning

While 'Young Consumers' has consistently explored various themes, certain areas have shown a decline in focus over recent years. This waning interest may reflect shifting societal concerns or the saturation of previous research topics.
  1. Traditional Advertising Impact:
    There has been a noticeable decrease in studies specifically analyzing the effects of traditional advertising methods on young consumers, as the focus has shifted towards digital and social media platforms.
  2. Consumer Behavior in Offline Settings:
    Research on consumer behavior in physical retail environments has diminished, with more emphasis placed on online shopping behaviors and digital engagement.
  3. Luxury Consumption Trends:
    The exploration of luxury brands and their appeal to young consumers has waned, possibly due to a growing preference for sustainability and ethical consumption over materialism.
  4. General Financial Literacy Programs:
    The focus on broad financial literacy initiatives has lessened, as research now tends to concentrate on specific financial behaviors and the influence of technology.
  5. Cultural Representation in Marketing:
    There appears to be a decline in research specifically addressing the representation of diverse cultures in marketing to young consumers, as the journal has shifted towards more pressing contemporary issues.

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