Browsing by Subject "nuori kuluttaja"

The objective of this study is to find out what teenagers consider consumership. The aim is to examine what kind of consumership is related to their everyday-life with different kind of methods. On addition teachers of home economics were interviewed about their teaching of consumer studies. Prior studies have indicated that consumership is a way to stand out and to build identity for oneself. Consumership as a part of societal behaviour coincided with the emergence of youth culture in the 1950s. This lead to the development of youth subcultures and the culture of differentiation with consumer behaviour. Prior studies have pointed out that adolescents, teens and young adults consume in different ways and they represent different consumer profiles. This study can give information on how to conduct consumer studies in the future. A combination of methods was used in data collection. The methods used include the method of empathy-based stories (MES) and collecting pictures of consumption from the pupils, and interviews from their teachers of home economics. The combination of these methods is known as triangulation, and it is used as a way to strengthen the hypothesis. The data is collected from 2 middle schools and 161 pupils. The teacher interview was conducted in a half-structured manner, and the interview situation was conducted in pairs. The analysis of data was conducted with the types of data differences in mind. The results of the data analysis implicated differences in youth consumer behaviour. For example consumer behaviour varied notably between genders. The views that the pupils had of their own consumership were very narrow, as they viewed consumership only as consumption of goods. Some pupils also understood the connection of consumption of goods and the environment.