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
An untraditional method of data construction - written essays - was used to study consumer socialisation processes related to 'green' consumerism. The study primarily aimed at exploring how adolescents perceive of environmental issues and learn about these issues in a family context. Results show that adolescents conceptualize environmental issues in quite traditional, individualistic, "non-radical" terms. A substantial amount of parental influence appears to be exerted on adolescents' learning within this field. However, some differences in the roles of fathers and mothers in this process could be identified. The method applied in this study was useful for eliciting young consumers' understanding of environmental issues. Moreover, the essays yielded interesting data to be used for highlighting gender differences in the environmental consumer socialisation process.
Proceedings of the Child and Teen Consumption 2006, 2006
Main Research Area:
2nd International Conference on Pluridisciplinary Perspectives on Child and Teen Consumption, 2006