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Young Consumer Vulnerability

Young Consumer Vulnerability

Hsiao-Pei (Sophie) Yang, Yiwen (Evie) Hong, Eleni Kasapi
Copyright: © 2022 |Pages: 23
ISBN13: 9781668435908|ISBN10: 166843590X|ISBN13 Softcover: 9781668435915|EISBN13: 9781668435922
DOI: 10.4018/978-1-6684-3590-8.ch009
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MLA

Hsiao-Pei (Sophie) Yang, et al. "Young Consumer Vulnerability." Critical Perspectives on Diversity, Equity, and Inclusion in Marketing, edited by Ayantunji Gbadamosi, IGI Global, 2022, pp. 154-176. https://doi.org/10.4018/978-1-6684-3590-8.ch009

APA

Hsiao-Pei (Sophie) Yang, Yiwen (Evie) Hong, & Kasapi, E. (2022). Young Consumer Vulnerability. In A. Gbadamosi (Ed.), Critical Perspectives on Diversity, Equity, and Inclusion in Marketing (pp. 154-176). IGI Global. https://doi.org/10.4018/978-1-6684-3590-8.ch009

Chicago

Hsiao-Pei (Sophie) Yang, Yiwen (Evie) Hong, and Eleni Kasapi. "Young Consumer Vulnerability." In Critical Perspectives on Diversity, Equity, and Inclusion in Marketing, edited by Ayantunji Gbadamosi, 154-176. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-3590-8.ch009

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Abstract

This chapter examined young consumer vulnerability by focusing on young consumers aged 11-17 to identify relevant issues associated with young consumer vulnerability from a marketing perspective. Young consumers are considered vulnerable when compared with adult consumers. Young consumers are commonly targeted by companies in the marketplace, from sectors such as beauty, luxury goods, alcohol, snack foods, e-sports, online gambling, or impulse purchases of other product categories. The authors discussed the potential issues of current marketing practices in targeting young consumers and the efforts that have been made so far by companies to address the issue of young consumer vulnerability by including five case company examples of young consumer inclusion. In addition, they discussed the ethical and marketing implications for brands in targeting young consumers, aiming for more equity and inclusion.

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