Environmentalism at home: The process of ecological resocialization by teenagers

Both family decision making and consumer socialization studies have been focused largely on the influence of parents on children. However, because family communication is not unidirectional, studying teenagers' influence on their parents can provide a fuller understanding of consumers' resocialization processes. This study reports on 26 depth interviews conducted with teenagers and their mothers, designed to investigate how parental styles and frequency of communication between a teenager and parent affect parental ecological resocialization. Parental styles and the frequency of communication both have notable impacts on teenagers' influence on their mothers' pro‐environmental behaviors. Moreover, whereas bilateral strategies (bargaining and reasoning) are the most effective strategies used with warmer mothers, unilateral strategies (persuasion and nagging) are the least effective strategies used with cooler mothers. Copyright © 2012 John Wiley & Sons, Ltd.