Browsing by Subject "kuluttajien arvot"

The objective of this master’s thesis is to explore the values that are most important for consumers pursuing financial independence. This thesis also examines value conflicts related to the pursuit of financial independence. The theoretical approach is based on Schwartz's theory of universal basic values and their interrelations. Previous research has shown that consumers pursuing financial independence seek to increase their leisure time, improve their quality of life, enable them to withdraw from the labor market, escape unsatisfactory work and resist consumerism. No previous studies examining the values of those pursuing financial independence have reportedly been conducted. The research material consists of Finnish blog posts about financial independence. A total of 53 blog posts about financial independence from 23 different authors were collected from online blogging websites. Theoretical thematic analysis was used as the method of analysis. The analysis was conducted from an essentialist point of view. The most important values for bloggers pursuing financial independence were self-direction, benevolence, and universalism. A unifying factor of these three values is that in Schwartz's value theory they are positioned on the same value dimension of self-transcendence. Two value conflicts were found in the data. The first value conflict was a conflict between the values of universalism and benevolence in relation to the values of power and achievement. Another value conflict was a conflict between the value of self-direction in relation to the values of tradition and conformity. Based on the results, more flexible working time arrangements, better management, greater meaningfulness of work and a greater sense of control could reduce the exit of these consumers from the labor market. Ecological products and services that increase leisure time, improve well-being, and enhance personal financial management are some examples of goods, which could potentially be targeted at consumers pursuing financial independence.