Adolescents' influence of ethical food consumption and family food decision-making: An application of social power theory

Purpose – This paper seeks to provide insight into adolescents’ ethical food consumption, the motivations to influence and their influence attempt towards family food decision process by applying the social power theory. ... [ view full abstract ]

Purpose – This paper seeks to provide insight into adolescents’ ethical food consumption, the motivations to influence and their influence attempt towards family food decision process by applying the social power theory.
Design/methodology/approach – The result stems from qualitative studies. Adolescents involved in ethical lifestyle, within the ages of 11 to 15 year olds and living in a household were interviewed with their parents. Data was gathered, using in-depth semi-structured interviewing techniques.
Findings – The study found out that adolescents have significant perceived social power. They use four power bases; reward, expert, referent and legitimate powers, to exert positive influence in family food decisions, while they use coercive power to make negative influence attempts. Given the altruistic ethical concerns which stems from deep-rooted beliefs in ethical food consumption, adolescents applied these four power bases to acquire and maintain control in the family decision-making process. They promoted their influence in decision-making by demonstrating positive behaviours i.e. helping out with household chores, showing of affection, and displayed knowledge of ethical products. They also employed negative behaviours to influence family decisions when their demands were resisted, which often leads to tensions in the family.