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This study analyzed the substitute behavior of mothers of infants or elementary-school-aged children in terms of consumption. For this study, in-depth interviews were conducted with women residing in the Seoul metropolitan area who show significant interest in their children. The interviews were analyzed based on the grounded theory. The findings of this study are as follows. First, mothers show substitute behavior for their children’s appearance. The younger the children, the more substitute consumption exhibited by mothers. As children grow older and are able to choose what to wear, mothers show less substitute behavior tendencies regarding appearance management. Second, mothers tend to exhibit substitute behavior regarding their children’s academic achievements. Mothers hope their children will be more successful than themselves were or will achieve the dreams that they failed to accomplish, which drives substitute behavior. Mothers affectionately provide children with financial support so they can obtain academic achievement and they hope their children will have successful occupations in the future. Third, mothers who are not satisfied with their appearance and have low self-esteem are more likely to exhibit substitute behavior with their children. This study will be helpful in understanding mothers’ motivation and psychological factors regarding the support of their children.

Grounded Theory Analysis on the Substitute Behavior and Consumption of Mothers in terms on their Children’s Academic Achievements and Appearances