How parental influences and self‐concept shape adolescent brand sensitivity and purchase behavior

Objective This study examines how parental influence, peer pressure, and celebrity worship shape adolescents' brand sensitivity and purchase behavior, with self‐concept clarity as a moderating factor. Background Adolescents are heavily influenced by social factors, with parents, peers, and celebrities affecting their consumer behavior. Understanding how these influences interact with self‐concept clarity can provide insights into adolescent purchasing decisions. Method Data were collected using a dyadic approach, with high school students and their parents completing surveys. Structural equation modeling was applied to test the effects of social influences and self‐concept clarity on brand sensitivity and purchase intentions. Results Parental brand sensitivity and materialism strongly influenced adolescents' brand sensitivity. Celebrity worship positively influenced attitude toward the brand and influenced purchase intention only among adolescents with lower self‐concept clarity. In contrast, adolescents with high self‐concept rely more on their internal attitudes toward a brand when making purchase decisions. Conclusion Adolescents' brand sensitivity and purchase behavior are influenced by a combination of parental influence, peer pressure, and celebrity worship, moderated by self‐concept clarity. Implications These findings suggest that promoting parental influence and self‐concept clarity can help adolescents make more independent consumer decisions, reducing the impact of external social pressures. This insight is valuable for families and those guiding adolescents in their purchasing behaviors.