Shopping with mum – mother and daughter consumer socialization

Purpose Responding to calls for a greater understanding of consumer socialization in young people, this paper aims to investigate daughters' perceptions of shopping with their mothers. It seeks to provide insights into the significance of the retail shopping experience for young women. Design/methodology/approach This exploratory study is based on 30 online and three face‐to‐face interviews with young women aged between 20 and 22. The authors...