From hedonism to frugality : consumption desires in different age groups across 20 years

Abstract

This article examines different kinds of consumption desires of Finnish consumers by asking how they would change their consumption habits if they had more money at their disposal. As previous research on consumption desires has been mainly based on the essence of desires and the cycle of fulfilling hedonistic desires and creating new ones, this study analyses the desires in the context of the ages of both consumers and consumer society. The focus was differences in consumption desires between age groups and changes across 20 years. The data were derived from three repeated surveys collected in 1999, 2009 and 2019 in Finland (N = 5,459), which were analysed with principal-axis factor analysis and ANCOVA. The factor analysis extracted three types of consumption desires: hedonistic, charitable-cultural and materialistic. Saving-oriented desires were analysed as a single item. Hedonistic consumption desires were the most typical for the youngest age group (18–25), and materialistic desires were the highest for young adults aged 26–35 across all three years of measurement. Older people had the most charitably and culturally oriented desires in 1999, but older age groups’ orientation to saving and charitable giving and culture decreased across 20 years. Hedonistic consumption desires generally decreased over 20 years, particularly in young age groups. Conversely, young people’s desire to save increased significantly, whereas the oldest age groups saved less. The research shows that both changes in consumer values and economic circumstances are manifested in people’s consumption desires.