The role of adolescents as influencers on their families’ environmental behavior is potentially a catalyst for change towards increasing eco-friendly actions. In this paper, the authors report on a cross-cultural study of ecological resocialization in France and India. Using in-depth dyadic interviews, they investigated parental styles, cultural attributes and extent of adolescents’ influence over parental eco-behavior. The study reveals that ecological resocialization across countries differs substantially, according to a combination of national cultural values, parental style and influence strategy. French teens exhibit a greater impact than Indian teens on their parents’ eco-behavior and use bilateral influence strategies. In India, not all mothers engage in ecological resocialization, but those who do are susceptible to unilateral strategies. The role of environmental knowledge, and the context and effectiveness of each kind of strategy is discussed. The findings have implications for how public policy officials and agencies can encourage adolescents as key resocialization agents to influence their parents’ pro-environmental consumption by using the most adapted influence strategy across cultures.

The purpose of this paper is to model the antecedents of consumers' willingness to pay for eco‐labelled food products. This research utilizes the Theory of Planned Behaviour to model the impact of consumers' awareness of eco‐labels, environmental concerns, beliefs in the environmental ability of eco‐labels, and presence of children on their willingness to pay for eco‐labelled food products. This study uses structural equational modelling and PROCESS macros, to test the moderated mediation model on a sample of 333 online responses. Findings suggest the impact of consumers' environmental concerns and eco‐label awareness on their willingness to pay for eco‐labelled food products is partially mediated by consumers' belief in the environmental ability of these eco‐labels. The relationship is further moderated by the presence of children living in the household. This study establishes the value of consumers' beliefs in the environmental ability of eco‐labels and implies that communication strategies need to be carefully refined to provide consumers with more information about eco‐labels and to emphasize the environmental ability of eco‐labels utilized within the food industry as this can have an impact on their willingness to pay for these products, especially for consumers, who have children in the same household.