Introduction– Consumer socialization is the process of learning behaviors, norms, and values related to consumption, plays a crucial role in shaping consumer attitudes and choices. Family, as the primary environment for socialization, is particularly important in this process, especially during childhood. In this article, we will focus on the specifics of consumer socialization in large families, which constitute a unique socio-economic context. In Poland, large families, defined as those with three or more children, represent a significant social group that faces numerous challenges, including financial difficulties.
Recent studies indicate that large families in Poland engage in various consumer practices aligned with the concept of sustainable development, such as shared consumption, purchasing products in larger packages, and limiting air travel. However, it raises the question of whether such behaviors are driven by genuine environmental concerns or rather stem from budget constraints and the necessity of saving. In this article, we will attempt to answer this question by analyzing the results of qualitative and quantitative research conducted among large families in Poland.
The aim of this article is to examine the impact of socialization within large families on the consumer behaviors of adult members of these families. Specifically, we will focus on analyzing aspects such as consumption reduction, consumption greening, saving, and impulsive buying. This article aims to contribute to a better understanding of the specific consumer behaviors of large families and their socio-economic determinants. We will utilize data from qualitative research (interviews) conducted as part of a bachelor’s thesis, which allowed for the collection of in-depth information on the consumer behaviors of large families. Additionally, we will use data from quantitative research (surveys) conducted for a master’s thesis, which enabled statistical analysis of the relationship between socialization in large families and subsequent consumer choices of adults.
Methodology
To investigate the influence of socialization in large families on consumer behaviors, data from two studies were used: qualitative and quantitative.
Qualitative research
The qualitative research was conducted as part of a bachelor’s thesis. The research method involved in-depth individual interviews with parents from large families. These interviews allowed for the collection of detailed information on their consumer behaviors, motivations,
and purchasing decisions. The research was conducted in February and March 2022. Eight parents from large families, residing in Warsaw or its vicinity, participated in the study.
Quantitative research
The quantitative research was conducted as part of a master’s thesis. The research method involved survey questionnaires (CAWI) targeted at adults raised in large and small families. The questionnaire included questions about the propensity to save, reduce consumption, engage in impulsive buying, and green consumption in relation to the family of origin. The research sample consisted of 205 respondents, of which 104 individuals came from large families, and 101 from small families. The research was conducted in February 2024.
Characteristics of the research sample
Qualitative research
The qualitative research involved 8 parents from large families. All respondents resided in Warsaw or its vicinity. The majority of respondents had higher education and a monthly income exceeding the average income in Poland.
Quantitative research
The quantitative research involved 205 respondents, of which 104 individuals came from large families, and 101 from small families. Most responses were obtained from individuals aged 26-36. The vast majority of respondents were women (84%). Over half of the respondents lived in a large city. Most respondents did not have children.
Results and discussion
The conducted research provided interesting data on the consumer behaviors of large families and the impact of socialization in this environment on subsequent purchasing choices. The results of the qualitative and quantitative research are largely consistent, indicating certain characteristic features and trends in the consumer behaviors of large families.
Consumption reduction
Both qualitative and quantitative research confirmed that adults from large families are more inclined to reduce consumption than those from small families. In the qualitative research, parents of large families emphasized that they rarely buy new things, and clothes and other
items are often passed down between children. This trend was confirmed in the quantitative research, which showed a statistically significant difference in the propensity to reduce consumption between individuals from large and small families. Moreover, the more siblings there are, the greater the tendency to reduce consumption. These results suggest that growing up in a large family, where resources are limited and must be shared among more individuals, leads to the development of habits of saving and avoiding excessive consumption.
Consumption greening
In the qualitative research, numerous pro-environmental behaviors were observed among large families, such as waste segregation, composting organic waste, and saving water and energy. However, respondents emphasized that the motivation for such actions is primarily economic, rather than environmental concern. On the other hand, the quantitative research did not confirm the hypothesis of higher greening of consumption among individuals from large families. The average level of greening of consumption was similar in both research groups. These results suggest that pro-environmental behaviors in large families may be more of a side effect of limited consumption than a conscious choice.
Saving
Contrary to intuition, the quantitative research did not show a statistically significant difference in the propensity to save between adults from large and small families. These results are surprising, considering that large families often have to manage on a limited budget. It is possible that the lack of differences in the propensity to save stems from a lack of adequate financial education in large families, as indicated by the results of the qualitative research.
Impulsive buying
The quantitative research did not confirm the hypothesis of a lower propensity for impulsive buying among individuals from large families. Moreover, a statistically significant correlation was observed between a positive attitude towards the family of origin and a higher propensity for impulsive buying among individuals from large families. These results contradict research that suggests that strong family ties and a sense of security should limit impulsive purchases. It is possible that in the case of large families, where children often have to give up whims due to budget constraints, there is a tendency to compensate for these shortcomings in adulthood.
Summary
The research results indicate that socialization in large families has a significant impact on shaping consumer behaviors, especially in terms of reducing consumption. However, it is evident that this influence is not uniform, and in some aspects, such as saving or impulsive buying, individuals from large families do not differ from those from small families. These results lead to reflection on the specifics of consumer socialization in large families and its implications for future purchasing choices.
Conclusions and implications
The conducted research provided valuable insights into the specifics of consumer socialization in large families and its impact on adult consumer behaviors. The research results indicate that growing up in a large family has a significant impact on shaping consumer attitudes and choices, especially in terms of reducing consumption. Individuals from large families are more inclined to avoid excessive spending, manage resources rationally, and seek alternative solutions to consumption.
At the same time, the research showed that in some aspects, such as saving or impulsive buying, individuals from large families do not differ from those from small families. These results suggest that the impact of socialization in large families on consumer behaviors is complex and multidimensional.
Practical implications
The research results have important practical implications for marketers and marketing specialists. First and foremost, it is worth noting that individuals from large families constitute a specific consumer group with distinct needs and preferences. In marketing strategies targeted at this group, it is important to emphasize aspects such as:
- Consumption reduction: Promoting durable, multifunctional products with a long service life that can be passed down between family members.
- Rational management: Highlighting the economic value of products, their efficiency, and the savings they can bring.
- Shared consumption: Promoting the idea of sharing, exchanging, and reselling products, e.g., by organizing platforms for exchanging clothes or toys.
- Financial education: Supporting financial education in large families, e.g., by organizing workshops for parents and children.
Further research directions
Research on consumer socialization in large families remains an area with significant research potential. Future research could:
- Deepen the analysis of factors influencing consumer behaviors in large families, considering aspects such as family communication style, values and norms passed on to children, and the influence of external factors (e.g., media).
- Investigate the impact of socialization in large families on consumer behaviors in various age groups, from childhood to adulthood.
- Compare the consumer behaviors of large families with those of small families in different cultural and socio-economic contexts.
This research can contribute to a better understanding of the specifics of consumer socialization in large families and its impact on shaping consumer attitudes and choices.
Other work by Maja Jeśmanowicz and listed references can be found here