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EMAC 2021 Regional Conference

Young adults as part of sustainable household: moderating role of descriptive and injunctive parental norms

Published: September 22, 2021


Marija Uzelac, Faculty of Economics and Business Zagreb; Andrea Lu?i?, Faculty of Economics and Business


sustainable lifestyle; parental norms; young adults


The paper aims to investigate the influence of parental norms on the relationship between young adults’ sustainable consciousness and their sustainable behavior as part of the household. The empirical research was conducted by using questionnaire on sample of 356 young adults, between 18 and 28 years old, on the territory of the Republic of Croatia. It is discovered how parents do not determine young adults’ attitudes towards sustainability or their sustainability behavior. Young adults’ attitudes are primarily determined by knowledge which could, through sustainable attitudes, lead to sustainable behavior. National politics should understand and emphasize the importance of sustainability lifestyle among young adults and make investments and efforts in context of sustainability education and overall sustainability knowledge empowerment of young adults.


This paper is based on research undertaken in the frame of the Project of the Croatian Science Foundation - UIP-2019-04-3580; EfFICAcY - Empowering financial capability of young consumers through education and behavioural intervention.