Willingness between age groups to buy or rent second-hand vs. buying new products : the case of Lainappi Oy
Siefen, Kim-Peter (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112932781
https://urn.fi/URN:NBN:fi:amk-2023112932781
Tiivistelmä
In response to the changing landscape of consumer behaviour influenced by digitalisation, environmental awareness and global crises, this Master's thesis examines the determinants that influence consumer preferences in different age groups. The main focus is on the factors that influence the decision to buy or rent second-hand vs. buying new products, with particular attention paid to age-related differences.
Methodologically, the study is based on a structured survey with qualitative and quantitative components, which is supplemented by an extensive literature review. It comprehensively considers influencing factors such as age, shopping preferences, product preference and the determinants that influence product choice.
The key findings underline the widespread belief among respondents that their willingness to buy or rent second-hand products will change in the future. In addition, the analysis shows an imminent shift in consumer preferences, especially among younger generations, indicating a growing inclination towards secondhand products driven by environmental concerns and economic considerations.
Taking into account the regional specificities of Finland and to some extent Germany, as well as the potential transferability to other countries, the research provides insights with practical applications for the case company Lainappi Oy. The results provide not only insightful findings but also development recommendations to help Lainappi adapt to changing consumer preferences.
Methodologically, the study is based on a structured survey with qualitative and quantitative components, which is supplemented by an extensive literature review. It comprehensively considers influencing factors such as age, shopping preferences, product preference and the determinants that influence product choice.
The key findings underline the widespread belief among respondents that their willingness to buy or rent second-hand products will change in the future. In addition, the analysis shows an imminent shift in consumer preferences, especially among younger generations, indicating a growing inclination towards secondhand products driven by environmental concerns and economic considerations.
Taking into account the regional specificities of Finland and to some extent Germany, as well as the potential transferability to other countries, the research provides insights with practical applications for the case company Lainappi Oy. The results provide not only insightful findings but also development recommendations to help Lainappi adapt to changing consumer preferences.