Behavioral Change Starts in the Family: The Role of Family Communication and Implications for Social Marketing

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Watne, Torgeir and Brennan, Linda (2011) Behavioral Change Starts in the Family: The Role of Family Communication and Implications for Social Marketing. Journal of Nonprofit and Public Sector Marketing, 23 (4). pp. 367-386. ISSN 1540-6997

Abstract

This article investigates reciprocal consumer socialization in families, with a particular focus on the influence young adults above age 18 living at home 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 environmentally sustainable products. Our research shows that parents are not only influenced by their adolescent children, but that they are much more likely to take their children’s advice when the family foster open issue-based communication patterns with respect for others. Our findings show that when the parents initially encourage their children to develop their own opinions and at the same time uphold the family hierarchy, they are much more likely to take their children’s advice as well. For social marketers seeking to address issues of sustainable consumption, these are important findings.

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Item type Article
URI https://vuir.vu.edu.au/id/eprint/9284
DOI https://doi.org/10.1080/10495142.2011.623526
Official URL http://0-www.tandfonline.com.library.vu.edu.au/doi...
Subjects Historical > FOR Classification > 0502 Environmental Science and Management
Historical > FOR Classification > 1504 Services
Historical > Faculty/School/Research Centre/Department > School of International Business
Historical > SEO Classification > 9301 Learner and Learning
Keywords ResPubID24004, consumer socialization, environmentally sustainable products, family decision making, family hierarchy, issue-based communication patterns, social marketers, sustainable consumption
Citations in Scopus 20 - View on Scopus
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