ABSTRACT
This chapter presents the nature and extent of young consumer misbehaviour in developing countries and analyzes some explanations on why cases of young consumer misbehaviour are increasing. It aims to (re)introduce young consumer misbehaviour as a fruitful research area within the mainstream marketing (and consumer behaviour) research agenda. The chapter also analyzes the argument that behaviours such as consumer rage, shoplifting, piracy, alcohol and substance abuse and addictive behaviours are rightfully a distinct form of consumer behaviour – consumer misbehaviour; hence, these should be understood as such. The cause and effects of these actions are of a marketing nature. The chapter seeks to encourage future research deliberation into the consumer misbehaviour phenomenon by proposing avenues for research. Evidence indicates that consumer misbehaviour, especially negative consumer acts committed by youths and young people, is on the incline. The chapter argues that market players including consumers and retailers operate only on informal but widely accepted societal norms.
