Ett klick från skuld: Buy Now, Pay Later och hållbar ekonomi

Sammanfattning

Buy Now, Pay Later (BNPL) is a payment method that allows consumers to postpone payment for 14–30 days after purchase. BNPL has become increasingly common, particularly within e-commerce. Sweden has the highest BNPL usage in the world, with companies such as Klarna dominating the market. At the same time, concerns have emerged regarding how postponed payment solutions may influence consumers’ attitudes toward debt and contribute to unsustainable financial behavior. The purpose of this study is to explain how the design of BNPL services affects Swedish consumers’ attitudes toward debt and how this influence varies between age groups.The study is based on a quantitative web-based survey distributed to individuals aged 18 and above in Sweden. A total of 280 valid responses were collected. The empirical material was analyzed using Mental Accounting, the Theory of Planned Behaviour, and Generational Cohort Theory. Particular attention was given to differences between younger consumers aged 18–23 and older consumers aged 45 and above.The findings indicate that BNPL services are perceived as less serious than traditional forms of debt. By separating payment from consumption, BNPL may reduce cost awareness and lower psychological barriers to spending. Younger respondents generally demonstrated a more normalized view of postponed payment solutions, while older respondents more frequently associated BNPL with traditional debt and financial risk. At the same time, younger respondents showed a greater tendency to understand BNPL services as a form of loan or credit, whereas older respondents more often disagreed. A central finding is also that BNPL services are often associated with safety and purchase protection when shopping online.The results suggest that digital consumption environments and generational experiences may influence how debt-related attitudes are formed. From a corporate sustainability perspective, the findings highlight the importance of balancing commercial growth with responsible credit practices and consumer protection.