Socialization Agents on Adolescent Consumer Vulnerability : Moderating role of Social Structures: with reference to Franchised Fast-Food Industry in Sri Lanka

Language: English

Published by LAP LAMBERT Academic Publishing, 2024

6208064821 / 9786208064822

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - Adolescents are considered a highly vulnerable customer group owing to their overconsumption of fast food, and existing scholars suggest that socialization agents play a prominent role in adolescent nutritional knowledge and purchasing preferences. Additionally, the current literature highlights that the consumption of fast food varies with social structures. Within this backdrop, the study aimed to analyze the moderating role of social structures on socialization agents and adolescent consumer vulnerability, due to the scarcity of existing studies relevant to the field. Primary data were collected from 910 adolescents studying in national government schools in Sri Lanka based on a stratified random sampling method. Results indicated that the five socialization agents; Peers, Parents, TV advertisements, the Internet, and Retailers-have a positive influence on adolescent consumer vulnerability in the Sri Lankan franchised fast-food industry, proving the first five hypotheses. Further, hypothesis six, seven, eight and nine were also proved, revealing that Family Income, Mother's Employment, Area Structure and Family Structure significantly moderates the above direct relationship.

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Title
Socialization Agents on Adolescent Consumer Vulnerability : Moderating role of Social Structures: with reference to Franchised Fast-Food Industry in Sri Lanka
Author
G. P. K. Nishadi
Publisher
LAP LAMBERT Academic Publishing
Publication year
2024
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
6208064821
ISBN 13
9786208064822
Item weight
465 grams
Dimensions
220x150x18 mm

AHA-BUCH GmbH

Einbeck, Germany

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AbeBooks seller since August 14, 2006

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