Attitudes towards credit buying among the youth: An exploratory study

Abstract

The main objective of the study is to investigate attitudes of young consumers towards credit purchasing behaviour by means of store charge cards. Data were gathered by using an administered questionnaire from a multicultural sample (N=265) of learners and students attending various secondary and tertiary institutions in Port Elizabeth, as well as from observations of young shoppers at various retail outlets in the city. Results indicate that young consumers differ across gender, age, and home language in terms of attitudes towards credit. Findings suggest that there is a lack of knowledge and understanding by the respondents of the consequences of buying on credit, especially accountability for their financial actions. Implications are that education and training in personal money management are crucial for ensuring that marketers do not give rise to up a body of future debtors, stemming from financial illiteracy.