Scrolla, klicka, köp: Hur Buy Now Pay Later och sociala medier påverkar ungas konsumtion och hållbara val

Abstract

This study explores how Buy Now, Pay Later (BNPL) services and social media marketing influence the consumption behavior of young adults, with a particular focus on impulse buying and unnecessary consumption. As BNPL services become increasingly common and young people are continuously exposed to influencer-driven content, questions arise regarding how these factors interact. The thesis is based on a quantitative survey featuring 16 questions along with 1 qualitative open question, conducted with 95 respondents, examining shopping habits, experiences with BNPL, and perceived influence from social media. The theoretical framework is grounded in Stern’s impulse buying theory and Beatty & Ferrell’s process model, providing a foundation for understanding both the types of impulses and the underlying psychological mechanisms. Notable results from the quantitative survey include that 58,9% of the survey respondents do not experience that BNPL services cause them to consume more than they otherwise would have and that 68,4% of the survey respondents did not feel more prone to impulse buying when aware they could postpone the purchase with BNPL. The open questions also provided notable insights. Of the 95 respondents, 32 decided to answer it. 13 of these respondents, or 13,7% of the survey's total respondents described how they actively chose not to utilize BNPL services due to economic uncertainty or due to their own principles. The results indicate that access to BNPL services does not cause an increased tendency towards impulse buying, even when combined with exposure to influencer marketing in social media. It also concludes that the utilization of BNPL does not affect their capacity to make conscious and sustainable decisions regarding their consumption. These results could prove useful for companies who offer BNPL-services and for policymakers who seek to regulate them.