How do adolescents define their own competencies in the consumption field? A portrait approach

Abstract

The objective of this research is to highlight the importance of the concept of ‘competence’ in studies focusing on the adolescent consumer’s behavior via an empirical case. This article examines the meaning that adolescents attribute to their consumption competencies by using an interpretive analysis of 18 portraits of adolescents aged 11–15. The findings identify 11 dimensions of consumption competence.