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

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Research Article • Tuominen, J., Rantala, E., Tolvanen, A., Luoma-aho, V., & Wilska, T.-A.
03.11.2022

Young Consumers’ Boycotting Profiles in the UK and Finland: A Comparative Analysis

Journal of International Consumer Marketing, 1–22.

This study uses latent profile analysis to identify boycotting subgroups within Finland and the UK and to explore their potential differences across countries. These subgroups are based on how young British and Finnish consumers assess that reference groups and their personal experiences have influenced their boycotting decisions.

This study is based on comparative data obtained from the UK (n = 1,236) and Finland (n = 1,219). We identified four boycotting profiles: unlikely to be influenced, influenced by personal things, likely to be influenced, and moderately likely to be influenced. Our findings are especially relevant to consumer researchers, brands, and companies.

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 Economy and youth TAT.

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

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Research Article • Tuominen, J., Rantala, E., Tolvanen, A., Luoma-aho, V., & Wilska, T.-A.
03.11.2022

Young Consumers’ Boycotting Profiles in the UK and Finland: A Comparative Analysis

Journal of International Consumer Marketing, 1–22.

This study uses latent profile analysis to identify boycotting subgroups within Finland and the UK and to explore their potential differences across countries. These subgroups are based on how young British and Finnish consumers assess that reference groups and their personal experiences have influenced their boycotting decisions.

This study is based on comparative data obtained from the UK (n = 1,236) and Finland (n = 1,219). We identified four boycotting profiles: unlikely to be influenced, influenced by personal things, likely to be influenced, and moderately likely to be influenced. Our findings are especially relevant to consumer researchers, brands, and companies.

Report • Mette Ranta
25.07.2022

Young people’s financial capability Taking care of your finances is taking care of yourself

University of Helsinki, Helsinki, Finland, July 2022

  • What are financial literacy and financial capability?
  • The Covid-19 pandemic has increased personal concern over finances
  • Financial literacy may differ significantly among youth
  • How to promote youth financial capability and resilience?
  • Towards a new era in terms of financial literacy – and financial capability

Research Article • Mette Ranta, Milla Kruskopf, Marilla Kortesalmi, Panu Kalmi and Kirsti Lonka
04.07.2022

Entrepreneurship as a Neglected Pitfall in Future Finnish Teachers’ Readiness to Teach 21st Century Competencies and Financial Literacy: Expectancies, Values, and Capability

The aim of this study was to examine entrepreneurship in the context of future Finnish teachers’ readiness to teach 21st century (broad-based) competencies. Teachers’ self-efficacy in teaching entrepreneurial skills and financial matters is vital for their pupils to actively participate and flourish in future society. The study utilized survey data of future teachers’ expectancy-values in teaching seven broad-based competencies of the current national curriculum and their financial literacy.