A lifestyle analysis of young consumers: a study in Italian context

This study aim to identify the life styles of adolescents through a reading of the dimensions which are seen in purchasing behavior. The dimensions investigated were: cognitive associations that adolescents attribute to known and established brands (Keller, 2001; 2003),and the evaluative and emotional attitudes towards the brand, and intentional purchase behavior (Bagozzi, 1999). The study was conducted in south of Italy (Sicily). The sample consisted in 150 participants aged between 15 and 17 (47 Male, 103 Female). The questionnaire was based on established scales. Regression linear stepwise, Chi-Squared and T test analysis was undertaken to test the hypotheses. The results showed that there is a good degree of satisfaction towards the use of cash. Therefore, the youths interviewed were able to develop a model on spending and consumption which combined personal needs to the financial sphere. The adolescents’ desire to repurchase known and established brands is determined by a process of identification the adolescents have with the brand. The analysis of consumption practices among adolescents can be considered one of the landmarks aimed at analyzing contemporary society and the universe of youth so as to understand and learn how to construct identity, define lifestyles and develop intra and intergenerational relations (Hochschild, 2006). Consumption, therefore, has become outstandingly striking and obvious in contemporary culture, as it defines the vision of the world constellated with specific value orientations, behavior, identities, languages and social meanings that emerge through action (Harrè, 2000). Research proposals are presented which outline theoretical relationships between the socialization and social structural agents and the development of consumption symbolism with adolescents.