Naslov
Consumer Innovativeness Among Young-Adult Consumers Across Two Regions: Acculturation, Regionalism, Glocality?

Autori
Zhonghui, Ding ; Vuchkovski, Davor ; Žabkar, Vesna ; Hirose, Morikazu ; Škare, Vatroslav ; Ozretić Došen, Đurđana ; Rašković, Matevž

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
2016 Global Marketing Conference at Hong Kong Proceedings / Kim, Juran - Hong Kong : Global Alliance of Marketing & Management Associations, 2006, 68-68

Skup
2016 Global marketing Conference at Hong Kong Bridging Asia and the World: Global Platform for Interface between Marketing and Management

Mjesto i datum
Hong Kong, Kina, 21.07.2016. - 24.07.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Consumer Innovativeness ; Young-Adult Consumers

Sažetak
The purpose of this paper is to analyze innate consumer innovativeness for a specific product domain of fast moving consumer goods (FMCGs) among young- adult consumers (18-30 years) across two regions – Eastern Europe (Slovenia, Croatia) and East Asia (China, Japan). We contribute to limited research on consumer innovativeness among young-adult consumers in non- Western markets. Our inter- and intra- regional comparison is also novel to the study of consumer innovativeness. Slovenia and Croatia are taken as two new EU member states from Central and Eastern Europe (CEE), which have undergone a significant economic transition from planned economies to open market economies. China and Japan were taken in the context of a shift in global economic balance to East Asia, as well as regarding profound economic changes, (China’s rise and Japan’s stagnation). Also, while comparing China and CEE is becoming increasingly relevant to the newly established 16+1 China-CEE cooperation platform, Free Trade Agreement talks also illustrate growing economic integration momentum between EU and Japan.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA