Like father, like son? Intergenerational transmission of values, attitudes, and behaviours in the environmental domain

How is young people's pro-environmental orientation related to their parents' pro-environmental values, attitudes, and behaviours? To answer this question, we examine parent-child similarities of general values as well as specific attitudes and behaviours related to three common household practices: purchasing environmentally friendly products, curtailing electricity use, and handling waste responsibly in a sample of 601 Danish families. Significant and positive, but weak correlations between parents' and children's values are found across all of Schwartz's ten value domains. The parent-child correlations are stronger for specific pro-environmental attitudes and behaviours. The positive correlations suggest that family socialization exert a significant influence on young consumers' pro-environmental orientation. Still, the young generation is, on average, significantly less environmentally concerned than their parents' generation. Implications of these findings are discussed. (C) 2009 Elsevier Ltd. All rights reserved.