Buy Now, Think Later?

: Attitudes, norms and perceived control in young consumers’ use of BNPL services

Abstract

This thesis explores the psychological and social factors influencing young consumers’ use of Buy Now, Pay Later (BNPL) services, using the Theory of Planned Behavior (TPB) as a guiding framework. Through semi-structured interviews with 15 participants aged 18–30, the study examines how attitude toward the behavior, subjective norms and perceived behavioral control shape BNPL usage in everyday life. The findings reveal that while BNPL is perceived as convenient and empowering, it often triggers emotional contradictions such as guilt, denial and stress. Social influences, especially from peers, influencers and digital marketing, normalize the behavior and contribute to a culture of deferred responsibility. Additionally, participants exhibit an illusion of control, underestimating the financial risks involved due to low financial literacy and platform design that promotes ease of use. A significant overarching theme, “Unaware Addiction”, emerged, illustrating how impulsive behaviors and emotional coping mechanisms contribute to recurring use. The study contributes to a nuanced understanding of how young consumers navigate emerging credit systems in digital environments and highlights the need for targeted financial education and stricter regulatory frameworks.

Date of Award	2025-Jun
Original language	English
Supervisor	Stefan Karlsson (Supervisor), Karin Alm (Assessor) & Heléne Tjärnemo (Examiner)