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.