DigiConsumers - Improving young people's financial skills in a digitalised consumer society

DigiConsumers brings together different disciplines and stakeholders

Read more about DigiConsumers

New research

Tuominen Jesse, Sormanen Niina, Hietajärvi Lauri, Luoma-aho Vilma, Wilska Terhi-Anna
30.03.2025

Young consumers’ brand distrust model: Understanding the antecedents of young consumers’ distrust of brands

Journal of Business Research

Consumer research has shown that brands benefit from consumers’ trust in them. However, although consumers’ distrust of brands can accordingly have harmful effects on brands, the antecedents of young consumers’ brand distrust are not entirely clear. This study proposes a model for young consumer’s brand distrust antecedents based on the integration of our findings and prior research.

Highlights
• This study sheds light on the antecedents of young consumers’ brand distrust.
• Latent Dirichlet allocation and manual coding were used together.
• The proposed brand distrust model integrates past and present findings.
• Bad reviews, fake news, SMI cooperation, and impression management raise distrust.
• Profit focus, unrealistic advertising, and poor content also raise distrust.

DigiConsumers in a nutshell

DigiConsumers is a multidisciplinary research project for identifying solutions to improve the economic and consumer skills of young people between the ages of 13 and 25 especially in digital environments.

Digitalisation has changed a number of everyday habits, such as consumption, savings and other money-related activities.

The goal of the research

Actions to promote digital and economic skills require a comprehensive understanding of young people’s consumption habits and economic behaviours, as well as the factors that influence them in digital environments.

The aim of the study is to find practical solutions to improve young people’s economic and digital skills and to promote sustainable consumption.

A multidisciplinary consortium

DigiConsumers is a multidisciplinary consortium focusing on changes in the consumption cultures, consumption and economic behaviours and economic and digital skills of young people. The project will be carried out between 2019 and 2025 and it is funded by the Strategic Research Council (SRC) at the Academy of Finland.

Led by the University of Jyväskylä, the consortium also consists of University of Helsinki, University of Vaasa, Pellervo Economic Research PTT and Nuorten yrittäjyys ja talous NYT.

Work packages

Young people as consumers in digital environments

The factors affecting young people´s digital and financial skills inside and outside school
Assessing Financial Literacy – PISA and background
Game-based approaches and digital tools in financial education

Communications and interaction

Publications

Find more

Tuominen Jesse, Sormanen Niina, Hietajärvi Lauri, Luoma-aho Vilma, Wilska Terhi-Anna
30.03.2025

Young consumers’ brand distrust model: Understanding the antecedents of young consumers’ distrust of brands

Journal of Business Research

Consumer research has shown that brands benefit from consumers’ trust in them. However, although consumers’ distrust of brands can accordingly have harmful effects on brands, the antecedents of young consumers’ brand distrust are not entirely clear. This study proposes a model for young consumer’s brand distrust antecedents based on the integration of our findings and prior research.

Highlights
• This study sheds light on the antecedents of young consumers’ brand distrust.
• Latent Dirichlet allocation and manual coding were used together.
• The proposed brand distrust model integrates past and present findings.
• Bad reviews, fake news, SMI cooperation, and impression management raise distrust.
• Profit focus, unrealistic advertising, and poor content also raise distrust.

Terhi-Anna Wilska, Eero Rantala, Jussi Nyrhinen
29.03.2025

Profiles of green and non-green consumers: A three-country study

Cleaner and Responsible Consumption, Volume 16, March 2025

This study identified distinct green and non-green consumer profiles across the UK, Sweden, and Finland based on consumers’ perceptions of important criteria in their recent product purchases.

Highlights
• Green and non-green consumer profiles were found in the UK, Sweden, and Finland.
• Green consumers’ group was largest in Finland and non-green consumers’ group in Sweden.
• Green/non-green attitudes were related to green/non-green consumer profiles.
• Green consumers were typically premium consumers with higher-than-average incomes.
• Non-green consumers in Finland and the UK were typically males with low incomes.

Serido, J., Ranta, M., & Shim, S
25.02.2025

Emerging Adults’ Financial Identity

In A. B. LeBaron-Black, H. Kelley, & A. Sorgente (Eds.), Flourishing and Floundering Financially in Emerging Adulthood: A Handbook (pp. 179–193). Oxford University Press USA.

To answer the question “Who am I from a financial point of view?,” in this chapter, we review the literature on identity formation, building on seminal work of Erik Erikson’s (1950, 1968), to focus on identity development within the domain of finances. More precisely, we review previous studies that contributed to the conceptualization, the structure, and the measurement of financial identity and its role in contributing to emerging adults’ financial decision-making style and journey to financial independence and well-being. Throughout the chapter, we provide comments from emerging adults to connect research insights to their lived experiences. In some cases, we offer actionable advice for parents and practitioners who support emerging adult development. We conclude the chapter with suggestions for advancing our understanding of the processes that promote financial independence and well-being among emerging adults.