Intergenerational influence on sustainable consumer attitudes and behaviors: Roles of family communication and peer influence in environmental consumer socialization

Intergenerational research on sustainable consumption remains scarce, particularly in relation to which factors may affect the level of intergenerational similarity and direction transmission. The present study addresses these gaps adds growing body literature environmental consumer socialization by examining influence attitudes behaviors a sample 146 dyads comprised mothers college-age daughters. In domain influence, we two potential moderating suggested past research: communication effectiveness peer conformity. Using co-orientational model nominal dyad method, reveal existence dyads' behaviors—after accounting for effects— show that stronger parent–child between mother–daughter pairs leads greater similarity, whereas daughters reduces agreement. Our analysis further suggests presence reverse socialization, predominantly occurs from daughter mother. Dyads' subjective knowledge regarding provides empirical insights this finding transfer. Overall, outcomes encourage marketing managers leverage young-adult offspring process communicating strategies.