Abstract:
Adolescents are considered as a highly vulnerable customer
group due to overconsumption of fast-food. According to
existing scholars, adolescents’ food preferences are greatly
determined by socialization agents. Moreover, it was
revealed that the consumption of fast-food is varied with
Mother’s Employment. Within this backdrop, the study
aimed to analyze the impact of Socialization Agents on
Adolescent Consumer Vulnerability with the moderating
role of Mother’s Employment due to the scarcity of existing
studies relevant to the field. Primary data were collected
from 910 Adolescents through a 69-item self-administered
questionnaire. Results indicated that Peers, Parents, TV
advertisements, the Internet, and Retailers positively
influence Adolescent Consumer Vulnerability, proving the
first five hypotheses. Further, hypotheses 6b and 6e were
also proved, revealing that Mother’s Employment partially
moderates the impact of Socialization Agents on
Adolescent Consumer Vulnerability.
