1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 Marketing and Sustainability, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Family decision making still constitutes a niche of consumer research. The preference towards using individualist approaches that characterizes consumer research is even more prevalent in research on environmentally oriented consumer behaviour. However, many "green" consumer choices involve several family members, who may be able to exert significant influences on household subscription to these practices. The present study combined qualitative and quantitative research methods to investigate family members' communication in relation to four topics: organic food, water and energy, waste handling, and transport. Results show that mutual, day-to-day influences in families are a common phenomenon, even when it comes to inconspicuous, every-day consumer behaviour.
Beslutningstagning; Forbrugeradfærd; Kommunikation i familien; Decision making; Comsuner behaviour; Family communication
Main Research Area:
International Association for Research in Economic Psychology Congress, 2006