Modelling the Process of Family Influence on the Young Adult Consumer Behaviour

Abstract

Family influences on consumer behaviour have been analysed from two different approaches: from the individual's susceptibility to different types of influence, and from the consequences produced in consumer behaviour. The aim of this paper is to establish a model in which susceptibility to family influence and influence on patterns of consumption in relation to a product are integrated within the process of influence. Therefore, an empirical study aimed at young consumers has been conducted. Findings show that young adults' susceptibility to informational influence from their parents results in family awareness and in family influence on patterns of consumption. Finally, this influence leads young adults to purchase the same brands as their parents.

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