Sustainable food consumption and intergenerational influences

Young people are important actors in the transition to more sustainable lifestyles in their roles as present and future consumers, and with their capacity for influencing parents and peers. In this presentation, the importance of intergenerational influences – influences from parents to children and vice-versa in the context of sustainable consumption will be discussed. In this connection, a recent study exploring the role of children with respect to the societal quest for mitigating climate change through a change in unstainable consumption practices will be presented. More specifically, and leaning on consumer socialisation theory, social cognitive theory, and identity theories, we study the reduction of meat consumption in a sample of 358 Danish adolescents between the ages of 13-16, to determine the most important predictors of meat reductions practices. We find that parents and peers exert important influence, but in different contexts; while parents’ influence is important in the context of the family meal, peers’ influence assumes a major influence in out-of-home (lunch) contexts. In both contexts, adolescents’ sustainable self-perception is also an important predictor for their propensity to reduce meat consumption.

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More CCMS Seminars : 

• On December 20th, 2022 (Brussels) the CCMS, ULiège, UMons & Solvay Brussels School EM will con-organize a Marketing Day.
• On January 12th, 2022 (Paris) we will hold the 6th Joint Doctoral Seminar with Paris-Dauphine University.
• On March 31st, 2022 (Namur) UNamur will organize the ‘Journée de recherche en marketing du Grand Est’