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

中文翻译：

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对可持续消费者态度和行为的代际影响：家庭沟通和同伴影响在环境消费者社会化中的作用

关于可持续消费的代际研究仍然很少，特别是关于哪些因素可能影响代际相似程度和代际传递方向。本研究通过在由母亲和大学年龄的女儿组成的 146 对夫妇的样本中检查代际影响对可持续消费者态度和行为的影响，解决了这些差距，并增加了环境消费者社会化方面越来越多的文献。在代际影响领域，我们研究了过去消费者研究中提出的两个潜在调节因素：沟通有效性和同伴一致性。使用共向模型和名义对偶方法，我们揭示了对偶的代际相似性的存在。可持续的消费者态度和行为——在考虑了名义效应之后——并表明母女对之间更强的亲子交流会导致更大的代际相似性，而对女儿的更强的同伴影响会降低代际协议。我们的分析进一步表明存在逆向环境社会化，其中代际影响主要发生在女儿到母亲之间。Dyads 关于可持续消费的主观知识为这种关于反向代际转移的共向模型发现提供了经验见解。总体而言，这项研究的结果鼓励营销经理在传达可持续营销策略的过程中利用年轻的成年后代。