This paper aims to understand the attitudes of young Pacific Island adults towards financial products such as debt and money and explore the cultural elements influencing the financial consumption amongst Pacific Island adults.
Hermeneutic phenomenology has been used to explore and gain insights into the experiences, thought processes, values and aspirations of young Pacific Island adults with regard to their consumption of financial products.
The findings identify culture as an influential factor in shaping the participants’ attitudes and financial consumption behaviour. Culture not only enabled the individuals to internalize their values, norms and beliefs but also shaped their way of thinking through the effect of communications.
Communication element within culture is identified as an influential factor in shaping the participants’ attitudes and financial consumption behaviour offering an important insight that social marketers should be aware of and be prepared to address when developing their financial educational programs or any other behavioural change interventions.
