Online Environmental Engagement Among Youth: Influence of Parents,Attitudes and Demographics

Although young citizens may not always politically engage in the same fashion as their elders, research suggests they are using Facebook, Twitter, and other newer communication systems to mobilize politically both generally and around environmental issues. Given the declining environmental conditions facing young citizens, a national stratified quota sample of 1,096 U.S. parents and their children between the ages of 12 and 17 was conducted to investigate the factors potentially related to their efforts to persuade members of their online social networks to be more environmental. We believe that online peer persuasion is an important concept to investigate because peer persuasion can create subjective norms that ultimately may influence behavior. Hierarchical regression analysis revealed that, although parents influence youth behavior (Adj. R ² = .11), the greatest variance in behavior was explained by the youth's own environmental self-efficacy, environmental news consumption, political interest, time spent online, gender, and environmental consumerism (ΔR ² = .29). Youth political interest and environmental consumerism were especially important variables in the final model. Structural equation modeling reinforced that parental influence is primarily indirect. This study appears to be among the first to link environmental consumerism with youth online peer persuasion.