Chapter 4: Are digital natives competent or vulnerable consumers? A challenge for brands targeting the youth market
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Chapter 4 attempts to answer two main questions: Are young consumers, who are part of a digital-native generation competent or vulnerable consumers? Do young consumer competencies differ across different youth consumption cultures? This chapter provides answers to these questions by exploring the specificities of consumption practices and risky behaviors related that can emerge and evolve from childhood to adulthood. The exploration should advance the debate regarding business actions and policy programs targeting both the dark and light side of young consumer behaviors.

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