A Study of Children's Influence on Environmentally Sustainable Consumption Decisions in Household

Abstract

This study aims to understand children's (in the age group of 6 to 10 years) influence on Environmentally Sustainable Consumption Decisions (ESCD). The data was collected from 120 respondents consisting of children and their parents. The scope of study was extended to 10 product categories and across three decision-making stages of sustainable consumption. Quantitative analysis was conducted on data collected through a 33-item questionnaire. The results show that children do exercise influence on environmentally sustainable consumption of certain product types. These findings help marketer to gain at better understanding of the influence of children's power on environmentally sustainable consumption decisions (ESCD)so that they can better design their market actions. This exploratory study demonstrates that children and parents both perceive children's influence on environmentally sustainable consumption decision for various product categories.