Possible Consumer Attitudes Among Students in Finland Towards Sustainable Products
Meemanage, Chiranthi Wasana (2025)
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052214641
https://urn.fi/URN:NBN:fi:amk-2025052214641
Tiivistelmä
While many people in Finland say they want to buy sustainably, their actions do not always match this wish. The results show that a lot of participants want to buy sustainable products, but the reality of money problems and high prices usually drives them to put affordability first mainly for young consumers and students. Issues with trust arising from greenwashing and confusing sustainability statements were recognized as major challenges that affect sustainable product adoption. The key problem is understanding why there is a specific attitude toward sustainable products among Finnish buyers, what stops them from purchasing more sustainably and which ways work well to promote it.
A qualitative approach was used for this research to understand students’ views on sustainable products. A simple random sampling technique was used to randomly pick five university students for this study. Semi structured interviews are used as the main way to collect data on five randomly selected students. The findings are drawn from interview responses from students at Finnish universities. In addition, the team looked at relevant academic journal articles, industry reports and websites to help develop the study’s background and context.
Participants associated sustainable products with environmental and social responsibility, often mentioning factors such as organic ingredients, personal values, and health benefits as key motivators. As per the findings, the study recommends that the Finnish government can discount businesses that create low-cost sustainable products to make these items more affordable in retail stores. Distributing sustainable products to smaller cities and rural areas will enhance accessibility. Based on the findings, customer reviews and focus groups are recommended as effective feedback mechanisms to help businesses identify and resolve quality issues, ensuring that sustainable products meet their performance expectations.
A qualitative approach was used for this research to understand students’ views on sustainable products. A simple random sampling technique was used to randomly pick five university students for this study. Semi structured interviews are used as the main way to collect data on five randomly selected students. The findings are drawn from interview responses from students at Finnish universities. In addition, the team looked at relevant academic journal articles, industry reports and websites to help develop the study’s background and context.
Participants associated sustainable products with environmental and social responsibility, often mentioning factors such as organic ingredients, personal values, and health benefits as key motivators. As per the findings, the study recommends that the Finnish government can discount businesses that create low-cost sustainable products to make these items more affordable in retail stores. Distributing sustainable products to smaller cities and rural areas will enhance accessibility. Based on the findings, customer reviews and focus groups are recommended as effective feedback mechanisms to help businesses identify and resolve quality issues, ensuring that sustainable products meet their performance expectations.