Socialization Agents on Adolescent Consumer Vulnerability with the moderating effect of Social Structures: Linking Consumer Vulnerability model with Social Learning Theory

Adolescents are regarded as a particularly vulnerable consumer category, because of the influence of socialization agents. Furthermore, the literature now in publication emphasizes how demographic characteristics including age, gender, family, and social background affect adolescents' perceptions of vulnerability. The most often used method among the set of theories used to quantify adolescent consumer vulnerability is the Consumer Vulnerability model, which was first presented by Baker et al. (2005). Although, the model of Consumer Vulnerability is used to explain the vulnerability in consumption context, it does not cover the social learning process and how observers are influenced by the behavior of agents. Within this backdrop, the aim of the present study is to develop a suitable mechanism to measure the impact of Socialization Agents on Adolescent Consumer Vulnerability with particular focus on Social Structures as the moderating variable. In order to quantify the influence of socialization agents on adolescent consumer vulnerability, Social Learning Theory was connected with the Consumer Vulnerability Model through a systematic review of previous research articles published between 2005 and 2020. In the end, a conceptual framework was created with four social structural characteristics serving as the moderating variable, five socialization variables serving as the independent variable, and Adolescent consumer vulnerability serving as the dependent variable.