|dc.description.abstract||The aim of this study is to develop an understanding of the extent to which societal issues influence non-essential spending decisions in the UK. This study focuses on three societal issues: environmental issues, gender inequality, and racial injustice, which were found to be of the most importance to today’s society (McNulty, 2019).
While awareness and discussion of societal issues is becoming ever more topical, limited research exists investigating a possible link to a change in purchasing behaviour. The little literature available suggested a substantial change in consumer demand, linked particularly with environmental issues and younger consumers. A substantial shift in consumer demands would affect many industries and would require a severe change in strategy for countless organisations, it is therefore pivotal that a potential change in demands be evaluated.
A quantitative approach was adopted through the use of online surveys to gather information from participants aged 18+ who live in the UK. Nominal data was collected, and Likert scales were used to evaluate participants’ opinions on motivations they have when spending on non-essentials, as well as beliefs and awareness of societal issues.
The results found that quality, convenience, and price were consumers’ top three considerations when purchasing non-essentials. While societal issues were not amongst the most important factors, this study found that awareness of an issue does increase the likelihood of action, such as a change in spending habit.||en