Amid concern for climate change and the detrimental impact on the environment, consumers are encouraged to adopt sustainable behaviours. Previous research has examined sustainable consumption through a number of contexts, including disposal behaviours. However, this has focused mainly on adults who are more likely to dictate household consumption and disposal. Yet children are said to have increasing influence on household behaviours and coupled with many schools seeking to attain eco-status, it could be argued that children can be equipped to progress the sustainability agenda. This research seeks to explore what methods are used to educate children on sustainability, how children view sustainable teachings and to what extent those behaviours are incorporated at home. The research is informed by 20 Scottish primary school children aged between 10 and 12; each child was given a disposable camera and asked to record photographs of when sustainable teachings were carried out at home. Once the photographs were developed, an interview was arranged with the child and a parent and the children were asked to explain the behaviour and how this was informed by the curriculum. From the images and qualitative data, themes were developed and analysed. The findings help to determine which aspects of sustainability messages are prominent in the children’s discourse and how marketing managers can position brands to appeal to this younger generation.
|Publication status||Published - Jul 2018|