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Melligan, Ian (2025) How Does Ireland’s Transition Toward a Cashless Society Influence Consumer Behaviour Across Different Demographic Groups? Masters thesis, Dublin, National College of Ireland.
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Abstract
This study explores how Ireland’s transition toward a cashless society influences consumer behaviour across different demographic groups. As digital payment adoption accelerates globally, Ireland presents a distinctive case where rapid innovation coexists with persistent reliance on cash among certain populations. Understanding how these changes impact daily financial behaviours is not only important for promoting inclusion and consumer wellbeing but also presents an opportunity for policymakers, financial institutions, and retailers to adapt to evolving payment preferences.
This research project was based on an extensive literature review and a subsequent qualitative research approach through semi-structured interviews with a designed sample representing older adults, low income earners, rural residents, and digitally fluent young professionals. Data analysis was performed using thematic analysis to identify key patterns relevant to the research objectives.
The main findings from this study were that younger, urban, and higher income consumers embraced cashless payments for their convenience, efficiency, and integrated budgeting tools, while older, rural, and lower income participants expressed reluctance due to perceived security risks, loss of financial control, and unreliable infrastructure. Cash was also valued for its tangibility, role in budgeting, and social traditions such as gifting and in person banking. The study additionally revealed concerns about privacy, data surveillance, and the erosion of personal interaction in financial transactions.
The primary conclusion drawn from this research is that while digital payment systems are reshaping consumer behaviour in Ireland, a significant digital divide remains. It is recommended that stakeholders maintain dual payment infrastructures, strengthen digital literacy initiatives, and design inclusive systems that preserve consumer trust and choice. Further research opportunities were identified at the end of the study.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Maguire, Louise UNSPECIFIED |
| Subjects: | H Social Sciences > HG Finance H Social Sciences > HF Commerce > Marketing > Consumer Behaviour J Political Science > JN Political institutions (Europe) > Ireland H Social Sciences > HG Finance > Money |
| Divisions: | School of Business (- 2025) > Master of Science in Management |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 12 Jan 2026 12:18 |
| Last Modified: | 12 Jan 2026 12:18 |
| URI: | https://norma.ncirl.ie/id/eprint/9087 |
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