Factors affecting the green decision-making process of young adults in Finland
Huhtala, Matias (2024-05-13)
M. Huhtala
13.05.2024
© 2024, Matias Huhtala. Tämä Kohde on tekijänoikeuden ja/tai lähioikeuksien suojaama. Voit käyttää Kohdetta käyttöösi sovellettavan tekijänoikeutta ja lähioikeuksia koskevan lainsäädännön sallimilla tavoilla. Muunlaista käyttöä varten tarvitset oikeudenhaltijoiden luvan.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:oulu-202405133393
https://urn.fi/URN:NBN:fi:oulu-202405133393
Tiivistelmä
In a time of increasing environmental knowledge, concern and consciousness, consumers have a crucial role to move the markets to be more sustainable with their consuming choice. Especially the young adults are in a vital position, as they are a group that has more disposable income than generations before them.
The purpose of this study is to understand what factors and how they affect the green decision-making process of young adults in Finland when they consume a food product. The food product that are used to find differences are frozen vegetables, frozen fish, and frozen plant-based protein products that are all from the same brand.
Empirical data of this study was collected by conducting a qualitative and quantitative online survey that was answered by 198 young adults who live in Finland. The survey was executed via third party to gather the data. Most of the question were on a scale from 1 to 4 with an optional open answer after the scale where the answering person could elaborate the answer given to the scale. In addition to the scale of 1 to 4, some multiple choice answers on the scale from 1 to 6.
The study allowed to identify what factors affect and how they affect the green decision-making process of young adults in Finland when consuming a food product. Thus, this study offers information to a understand different variables that influence consumption of young adults in Finland, how they influence it and understand what characteristics a food product must possess so that it is perceived to be green according to young adults in Finland.
The purpose of this study is to understand what factors and how they affect the green decision-making process of young adults in Finland when they consume a food product. The food product that are used to find differences are frozen vegetables, frozen fish, and frozen plant-based protein products that are all from the same brand.
Empirical data of this study was collected by conducting a qualitative and quantitative online survey that was answered by 198 young adults who live in Finland. The survey was executed via third party to gather the data. Most of the question were on a scale from 1 to 4 with an optional open answer after the scale where the answering person could elaborate the answer given to the scale. In addition to the scale of 1 to 4, some multiple choice answers on the scale from 1 to 6.
The study allowed to identify what factors affect and how they affect the green decision-making process of young adults in Finland when consuming a food product. Thus, this study offers information to a understand different variables that influence consumption of young adults in Finland, how they influence it and understand what characteristics a food product must possess so that it is perceived to be green according to young adults in Finland.
Kokoelmat
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