Consumer behavior observed in Italian teenagers during the economic crisis: a comparison of children, parents and grandparents

The paper presents some results of an empirical research study on the consumer habits of Italian teenagers during periods of economic crisis, the values which they still believe in, the changes in their behavior and their satisfaction with life. The behavior of the teenagers has been compared with that of their elder siblings, their parents and their grandparents to determine the influence the families have on their choices. From the research it emerged that the teenagers are fairly satisfied with their lives, and within the family they are the least directly affected by the economic crisis. Teenagers have cut down less than other family members on spending on entertainment, on looking after their appearance and physical shape, on superfluous purchases and designer clothing. And when they are affected by the crisis, they are able to count on the emotional and financial support of both parents. The teenagers interviewed valued the family most, followed in order by their own wellbeing, friendship and love. They are above all tolerant not only with those who in spite of the crisis continue to seek enjoyment but they also share the choices of those who invest in their emotional ties and family life. Overall we detect fewer significant differences between the sexes and between the teenagers and the young adults than we expected. As for similarities in attitudes and behavior within the family, they exist and teenage daughters, more so than their male counterparts, seem to have close ties with both parents.