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
Is young people's proenvironmental orientation - or lack thereof - a function of parents' proenvironmental values, attitudes and behaviours? To answer this question, the paper examines parent-adolescent similarities of general values, specific attitudes and behaviours related to three common household practices: purchasing environmentally friendly products, curtailing electricity use, and handling waste responsibly. Significant, but weak correlations between parents and adolescents were found across all of Schwartz's ten value domains, which suggests a clear, albeit not necessarily strong, parental influence on values. The IG influence was found to be much stronger as regards specific environmental attitudes and behaviours. Mothers seem to influence their offspring more than fathers, and some indications of sex-typed gender socialization are found. On average, the younger generation is significantly less environmentally conscious than their parents' generation. Still, family socialization exerts a significant influence on young consumers' proenvironmental orientation.
Proceedings of a Joint Conference of the International Society of Marketing and Development and the Macromarketing Society, 2007, p. 100-107