Reciprocal Consumer Socialisation: Implications for Social Marketing and Sustainable Consumption

This paper investigates reciprocal consumer socialisation in families with a particular focus on the influence adolescent children have over their parents. A dyadic method of analysis was used to determine the level of influence young people have on the decision making of their parents with regard to the consumption of environmen tally sustainable products. Our research shows that parents are, not only influenced by their adolescent children, but also that they rely on their children for advice about products that they are unfamiliar with. We have identified that there are a number of arenas where parents cede expert power to their children . One such area of social expert power could be with regards to environmentally sustainable products. We present a successful model of reciprocal consumer socialisation that may be used by socia l marketers to develop communication campaigns in social change areas that require family decision - making outcomes. --Conference held Perth, 28-30 November