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@article{189829,
        author = {Shweta Yadav},
        title = {How Friends Influence Purchases Among Youth: An Analytical Study of Peer Dynamics and Consumer Decision-Making},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {923-930},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=189829},
        abstract = {Youth consumer behaviour has evolved significantly with the rise of peer networks, online communities, and changing social identities. Among the various social influences that shape consumption patterns, the role of friends and peer groups has emerged as dominant during adolescence and early adulthood. This study examines how peer interactions, social comparisons, and group affiliations influence the purchase decisions of young consumers across categories such as fashion, gadgets, lifestyle products, and digital goods. Combining insights from foundational theories of reference groups with contemporary research on social networks and identity-driven consumption, the paper analyses the mechanisms through which peer influence operates—normative, informational, and value-expressive. The study further explores differences in influence across product types, levels of conspicuousness, and public versus private consumption. The analysis reveals that friends significantly affect youth purchases by serving as opinion leaders, sources of information, trend transmitters, and validators of social identity. Implications for marketers, educators, and researchers are discussed, along with suggestions for future research.},
        keywords = {Peer influence, youth purchasing behaviour, social comparison, reference groups, consumer decision-making, Millennials, Gen Z.},
        month = {January},
        }