IJBI

Abstract

This study aims to explore the factors that encourage tweens to become individual consumers. This study was a conclusive research, with a cross-sectional design and an exploratory purpose. The variables were identified through the use of semi-structured interviews with parents. Fifteen interviews were conducted. The findings indicated that tweens are staring to develop their sense of identity and behaviors; new interests in various merchandise and hobbies. In addition, tweens consumption is influenced by various factors found in their environment and upbringing. Analysis indicated that the major factors that impact tween-purchasing behaviors are their individual personas, parents, peers, and media. Parents initiate family consumption and are swayed by their children to purchase certain products; peers help tween gain awareness and knowledge regarding various merchandises, services, activities, and manners; media opens their eyes to new viewpoints and perspectives that are controlled globally and locally; in addition, the children’s demographic, psychographic, and behavioral traits impact the way they consume in the market. This study contributes on the theoretical level in the following ways: by adding to the field of tween and consumption in the Middle East context; and by establishing a proposed conceptual framework concerning the factors leading to their purchasing behaviors.