This study extended the theory of planned behaviour (TPB) to predict youth’s customerloyalty. Replacing TPB’s traditional subjective norm with a norm from a behaviourallyrelevant group, the findings supported the model’s predictive efficacy. However,youth’s hedonic consumption moderated the relationships between TPB’s predictorsand loyalty. Hedonic consumption increased group interactions, which in turn increasedgroup norm’s influence. Conversely, with low hedonic consumption, attitude andperceived behavioural control were stronger than the group norm. The findingssuggested the importance of group norm, particularly with hedonic behaviours enactedin groups. Managerial implications included how to reach youth through hedonicconsumption and peer groups.