YOUTH 2020 - The position of young people in Slovenia

302 When it comes to factors regarding young people’s purchasing choices, price is at the top, followed by quality and need/utility. Figure 9.4: Choice factors when buying products. 5% 10% 15% 25% 40% 20% 30% 35% 45% Habit, experiences with the product Personal desire Other Brand Origin Ecological, ethical, health impact Appearance, attractiveness Opinions of others (users) Real need, utility Quality Price 1.50 1.67 2.83 3.25 4.58 7.75 9.58 10.92 27.08 34.17 40.17 0% Source: Mladina 2020. As can be seen, the factor of sustainability has a relatively low impact on young consumers, with just under 8% of young people citing this prod- uct aspect as a key factor in purchasing. This is particularly interesting regarding the fact that young people place a high value on protecting nature and living in a clean environment. In fact, 84% of young people say that protecting the environment is important or very important to them. Moreover, 89.1% of themwant to live in a clean environment. In this sense, there is a significant gap between values and actions. This gap is slightly narrower when young people are asked directly about their concern for the environment and their corresponding actions. Around half of them try to minimise or limit their consumption to local products.