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The purpose of this paper is addressing the negative environment and social impacts of the fashion industry that has emerged as a major societal challenge in the last century; however, people continue to over-consume and over-waste textile products in the form of fashion garments. More research is required to understand how fashion consumption connects with perceptions of sustainability and sustainable action by individual consumers.

This paper surveys 501 Australian and New Zealand consumers, on their fashion purchasing habits, and the role of sustainability in their fashion consumption behaviour.

The study found a relationship between higher levels of garment consumption and increased focus on sustainability in fashion choices. This finding is significant, as it suggests that fashion over-consumers are still mindful of the sustainable impacts of their consumption, and are motivated towards reducing that impact, despite not reducing their volume of consumption.

The study indicates the importance of a continued focus on transparency and traceability of fashion products in Australasia, as some over-consumers use this information to make better choices in the purchase situation, as opposed to acting on a general call to reduce consumption.

An individual’s identity is defined in the role that they devise for themselves, based on social positions. Examining identity motives can help in understanding what influences one to take on a particular role. Self-esteem is one of the major motivational drivers in determining the role that an individual takes on. Individuals, through self-presentation, are said to be motivated to control the impressions others form of them. In this way, self-concept and fashion innovativeness are linked – with prior research suggesting that those with high levels of fashion innovativeness are also those with a strong sense of self. Where a gap remains, however, in exploring the direction of the relationship between self-concept and being more innovative and fashionable in clothing choices, as well as how individuals reflexively judge their own fashion choices against their perception of others – e.g. can you force yourself to be a fashion leader? The paper aims to discuss these issues.

This study takes a lived experience approach to examine fashion as a tool in establishing social hierarchies amongst women. The study uses depth interviews with ten women to explore the developed self-concept of women actively engaged with fashion consumption.

The research presents a typology of fashion identities, exploring notions of security, dominance and innovativeness in self-fashioning using clothing.

The research is exploratory, and limited to a sample of ten women. However, the study offers a number of key findings to drive future research in this area.

The research finds that both security of self-concept, in relation to fashion and general self-esteem, as well as insecurity, can motivate women towards fashion independence. This suggests that identity-based marketing is likely to be more successful than lifestyle-based marketing, when selling women’s fashion clothing.

In prior research, self-concept and fashion innovativeness are linked – with prior research suggesting that those with high levels of fashion innovativeness are also those with a strong sense of self. This study finds that those with an insecure sense of self may also exhibit fashion independence, using fashion to acquire social capital.

This paper illustrates the concept that, unlike previous notions of fashion independence and engagement with fashion, these fashion-involved categorisations of behaviour are not always driven by sophistication, confidence, creativity and low fear of risk. Instead, this study has shown that fashion innovativeness can be motivated by an overarching fear of the outcomes of being judged unfashionable.

This paper explores how consumer psychographics impact responses to sales promotions (SPs), and specifically whether equity sensitivity (ES) moderates attitudes towards sales promotion in the retail purchase experience (PE).

The study examines data from a survey of 284 Hong Kong consumers, using a shopping mall-intercept method. Every third person walking past the researchers was asked to participate in the survey. After obtaining their permission, those agreeing to take part in the study were surveyed either inside or outside of the shopping complex. The face-to-face intercept surveying method also increases confidence in sample and response reliability.

The study finds that ES has a significant positive relationship with evaluations of the retail PE. Consumers identified as “Benevolents” were significantly more positive towards SPs and reported significantly higher satisfaction with the PE. In contrast, consumers identified as “Entitled” were less positive towards SP and less satisfied with the PE. In addition, noncash SPs significantly positively influenced Benevolents' PE.

The current study extends and expands equity theory and ES research by applying these concepts to consumer SPs. The study is limited to an examination of common consumer purchases, across different product categories and SP types. While this allows us to examine the relationship between SP attitudes, ES and purchase satisfaction, future comparisons between individual sales promotion techniques (SPTs) and specific consumer profiles are recommended.

From a retail perspective, it is important to understand individual differences and what influences and motivates the consumers' retail PE. Retail managers are advised to track customer purchases and satisfaction levels linked to SPs as this would allow for the identification of which customers are more likely to fit the Entitled or Benevolent psychological profiles and predict their likely responses to SP offers.

To date, there has been little research on individual psychological differences between consumers when offered SPs at retail stores. The current study contributes to the marketing literature by extending the price fairness equity model to the retail PE, thereby addressing a prominent gap in the literature.

This paper aims not only to provide an insight into the nature of the relationship between parental financial role modelling and consumption behaviour of young people, but also to explore the consumer socialization process that children undergo in the parent‐child dyad.

Qualitative research in the form of personal in‐depth interviews was conducted in order to extract new knowledge and reach a greater understanding regarding the impact that this relationship may have on future consumption behaviours within the youth market.

It is clear that parents are able to exert a huge amount of influence over the financial behaviour of their children (although this obviously differs between families) and are able to do so through the informal teaching of financial lessons, by allowing children to observe their own financial patterns and by guiding their children through significant financial decisions by offering advice and approval (or disapproval) when asked. Key financial attitudes and behaviours of young home‐leavers are almost directly related to the parental financial education they received whilst growing up and still living at home and in many cases parental influence is still present even once the child has moved away from home and is responsible for making their own financial decisions.

Although there are limitations, the present study does have implications for the impact parents can have on the spending behaviour of their children; it may be that the most important thing parents can do is teach their children about financial responsibility and successful consumer decisions at a young age so that they grow up with these life skills.

In terms of practical implications, by identifying the specific areas where financial knowledge and awareness may be lacking, the research may help educational and financial institutions to design financial management courses in order to help young people achieve greater financial freedom.

The paper reveals the characteristics of the consumption relationship children enjoy with their parents, describing the role of financial education within families and conceptualising the various forms of consumption relationships that exist between young consumers and their parents.

The relationship between parental influence and youth consumption behaviour has already been identified using quantitative research methods but very little is known about the actual extent of this relationship, which is addressed by this paper.

In retail environments, the atmosphere communicates to consumers through non‐verbal channels, impacting on their beliefs about a product, a service or the way in which a service is provided. The current paper explores the bar environment, and the use of atmospherics by managers as well as responses to atmosphere by consumers,

The research takes a qualitative approach, utilising focus groups with consumers, and in‐depth interview with bar managers to assess the use and importance of atmospheric elements in the bar environment.

The findings suggest that managers and consumers want the same things from the bar environment. However, parties are divided as to the best way of achieving this.

The research is limited to a sample of bars in one city. However, implications for bar retailing in general can be drawn from the observations by customers and managers.

The study provides confirmation that atmospheres have the ability to creative positive emotions and behaviours. The results also highlight areas where atmospherics can not only be used to attract more patrons, but also to allow managers to reflect on their atmosphere creation practices.

Research into atmospherics in service and retailing is still limited, with specific studies of unique environments' aspects required to further our knowledge of the part that atmospheric elements play in the success of these settings.

The purpose of this paper is to explore consumption habits of the young adult market, as they leave home and enter into a world of personal fiscal responsibility. Prior research in this area is limited; however those studies, which have focused on young adult consumption have found increasing impulsive consumption and use of credit amongst this generation. This study seeks to extend research in this area by exploring further how young consumers are spending, their motivations for impulsive consumption choices and their attitudes towards debt.

The study in the paper is exploratory, and takes a qualitative approach to data collection and analysis. A two‐stage design is employed, consisting of focus groups with first and second‐year university students and in‐depth interviews with selected cases from these focus groups. The data collected are content‐analysed, with an emphasis on enlightening quotation from participants.

The paper finds that the young consumers studied show a relaxed attitude to debt and consumer purchasing, with non‐essential consumption seen as “deserved” and a “reward” for behaviour such as studying or working. Social pressure is found to be the key driver of consumption choices in this group, with the majority of spending decisions made impulsively.

The paper considers the influence of peers and society pressures as a whole in encouraging young adults develop particular consumption habits and attitudes to money and debt. It highlights key aspects of the “culture of consumption” that young consumers are part of today and indicates an attitude to debt that is quite different to generations before.

The paper shows that where consumption habits are the focus of numerous consumer behaviour studies, far fewer studies concentrate on how these consumption habits are developed. The study adds to existing knowledge on the development of consumption norms by considering the practises of the youth market as they leave home and begin making purchasing decisions away from parental influence.

Extant research has studied how entrepreneurial cognition influences firm international performance but what mechanisms translates entrepreneurial cognition into international performance remains a puzzle in the field. In this paper, the authors utilize effectuation theory to theorize this association.

Using a survey of 164 internationalizing small firms from New Zealand, the authors examined a model of entrepreneurial cognition, action and gaining new knowledge as a framework to explain how effectual control, partnership for new opportunity creation and gaining new knowledge influence small firms' performance.

The authors found that partnership for new opportunity creation, and gaining new knowledge are two important mediation mechanisms in the focal association between effectual control and international performance.

This study is a cross-sectional design. Considering the importance of time in cognition and action, future research should utilize longitudinal research design.

The authors’ findings provide implications for both small firms' managers and policymakers. These findings identify the critical importance of continuous knowledge development in internationalization process. Policymakers can help small firms gain more relevant and timely information about international markets and incorporate them in their decision-making to further develop international opportunities.

The authors contribute to international entrepreneurship research by delineating and verifying the important associations between entrepreneurial cognition, action and gaining new knowledge and their outcomes for firm's international performance. The authors also contribute to effectuation theory by elaborating on effectual control and how this logic leads to the development of new knowledge.

The purpose of this study is to explore how fashion clothing is perceived and consumed by young males, what their attitudes are toward fashion and how fashion is used in the construction of a social identity by these men.

An exploratory approach is used in this research, with the fashion consumption behaviours and perceptions of males aged between 19 and 25 explored.

Results note the positive role of social comparison amongst young men in their fashion-seeking behaviour, with fashion consumption playing a large role in the emotional well-being of young men in a social context.

This research was exploratory in nature and used a small sample of males from a specific age cohort. As such, the results cannot be generalized but do offer analytical insights into male attitudes and behaviour toward fashion that can be extended in future research.

While the act of shopping for clothing was traditionally seen as a female recreation, fragmentation of the traditional male/female dichotomy has seen men become active in the social consumption ethic surrounding fashion. The current study examines the emergence of fashion-aware males and offers insight into the key motivations for young males to seek out fashion products.

In a society where fashion seeking is a popular recreational activity across genders and changing notions of masculinity allow for more appearance focused men, shopping for clothes is no longer considered an exclusively female activity.

Where research has previously examined fashion items and their integral role in product-self extension from a female perspective, very little studies focus on males’ relationships with fashion. Whilst prior research has examined men’s self-image and self-modification via exercise or plastic surgery, there is little that focuses on the role of clothing in men’s identity creation.

International entrepreneurship and marketing research reports the impact of effectual decision-making logic on small and medium-sized enterprises (SMEs) international performance. How the effectual logic of decision-making enhances the overall performance of SMEs in international business-to-business markets remains a puzzle in the field. The purpose of this study is to investigate the concept of networking capability as an important SME capability translating effectual decision-making into international performance.

The authors examine the model presented in this study using quantitative data from 153 founders or managers in charge of international business at SMEs throughout New Zealand. The authors also used 142 open-ended responses to provide post hoc exploratory analysis.

The findings of this study suggest that networking capability is a mechanism through which the logic of decision-making enhances the international performance of SMEs.

This study bridges between international marketing and entrepreneurship by investigating how the networking capability of internationalizing SMEs translates their founders’/managers’ effectual logic into a successful performance in international business-to-business markets.