Konsumtionssamhällets påverkan på individers privata skuldsättning : En kvalitativ studie om unga kvinnors attityd och inställning av att använda sig av konsumtionskrediter

Sammanfattning: The consumer society is developing at a rapid pace, which also applies to today’s digitalization. As a result, new payment methods, such as installments and invoices, have become readily available and many companies are profiting and therefore encouraging consumers to use them. The consumer society that results in increased costs for private individuals also contributes to a clear increase in consumer loans, which in turn leads to private financial indebtedness. This paper aims to examine and map which factors that influence the intention to use consumer loans. Through this knowledge regarding attitudes and intentions in users of installments and invoices the study aims to increase the possibility to contribute to understanding of private indebtedness linked to today's digitized consumer society. This research has been examined through a qualitative approach with the main methodology of semi-structured interviews. The empiric data has then been analyzed and discussed through a theoretical framework based on, among others, the Theory of Planned Behavior and Hawkings Sterns Impulse Buying Theory, together with Theoretical Concepts of Decision Making. The outcome of this research study shows that young women aged 18-25 have a negative attitude towards consumer loans because of the image it gives the people but also because of the consequences, in the sense of private indebtedness, it can lead to. The study also shows that the seven factors that determine whether one chooses to use a consumer loan are its availability, unnoticed upcoming expenses, consequences of previous debts, habitual behavior, marketing of consumer loans, facilitation returns for internet purchases and lack of capital.