Multiculturalism, Materialism, and Young Consumer Misbehaviour in Developing Countries

Abstract

The purpose of this chapter is to explore some unique perspectives of young consumer misbehavior within the context of developing countries. The challenges of marketing to young consumers are explored by first deconstructing the needs of young consumers in developing countries. In doing so, the growing effect of technology and social media are considered. In particular, the chapter directs its attention on the meaning of consumer misbehavior within developing countries. Second, the triggers of consumer misbehavior are highlighted. Of these, multiculturalism and materialism have proved to be among the greatest triggers of young consumer misbehavior in emerging economies' markets. A major contribution of this chapter is that it brings to light the discourse of young consumer misbehavior from non-Western settings, which is largely underreported in the mainstream marketing literature.