Consumer socialisation agency in Vietnam

TL;DRAbstract

The Vietnamese family is changing and so may be the way they make mid-to-high involvement consumer decisions. We investigate how traditional threegenerational Vietnamese families living in the same household communicate about consumption decisions relating to environmentally friendly household products, including uncovering how family members learn from each other. The findings show that each of the generations may have a role to play in these decisions, albeit in different ways.

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