"Konsumentmakt är bullshit!" : En kvalitativ studie om förhållningssätt och attityder gentemot hållbart mode
(2016) MODK63 20161Division of Fashion Studies
- Abstract
- Due to increasing global environmental problems, sustainable fashion becomes more present within the fashion market every day. Despite a general environmental awareness in today’s society, research shows that Swedish fashion consumers to a large extent do not buy sustainable fashion. The purpose of the essay is to, through qualitative focus group interviews, examine the gap between consumer values and behaviour by illustrating the relationship between the fashion field and consumers attitudes.
The study reveals that age is a central factor for individuals’ perception and understanding of sustainable fashion where the young adults tend to lean towards a weak sustainability approach whereas the older support a strong sustainability... (More) - Due to increasing global environmental problems, sustainable fashion becomes more present within the fashion market every day. Despite a general environmental awareness in today’s society, research shows that Swedish fashion consumers to a large extent do not buy sustainable fashion. The purpose of the essay is to, through qualitative focus group interviews, examine the gap between consumer values and behaviour by illustrating the relationship between the fashion field and consumers attitudes.
The study reveals that age is a central factor for individuals’ perception and understanding of sustainable fashion where the young adults tend to lean towards a weak sustainability approach whereas the older support a strong sustainability approach. The findings also indicate a lack of discipline in consumers’ behaviour as a result of low prices and feeling of incapacity to affect the market. Furthermore, the results show that sustainable fashion is dependent on individuals within the industry to legitimise and endorse sustainable fashion for the public to follow.
The study concludes by discussing how to decrease the identified value and behavioural gap by either lowering prices of sustainable fashion or, preferably, increasing prices in the fast fashion market, and suggests methods and strategies to make the fashion market sustainable. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8887365
- author
- Nord, Ida LU and Medby, Tova LU
- supervisor
- organization
- course
- MODK63 20161
- year
- 2016
- type
- M2 - Bachelor Degree
- subject
- keywords
- fashion, sustainability, sustainable fashion, trend, fashion system, fashion field, consumer behaviour, attitudes, age, postmodernism.
- language
- Swedish
- id
- 8887365
- date added to LUP
- 2016-09-26 12:01:38
- date last changed
- 2016-09-26 12:01:38
@misc{8887365, abstract = {{Due to increasing global environmental problems, sustainable fashion becomes more present within the fashion market every day. Despite a general environmental awareness in today’s society, research shows that Swedish fashion consumers to a large extent do not buy sustainable fashion. The purpose of the essay is to, through qualitative focus group interviews, examine the gap between consumer values and behaviour by illustrating the relationship between the fashion field and consumers attitudes. The study reveals that age is a central factor for individuals’ perception and understanding of sustainable fashion where the young adults tend to lean towards a weak sustainability approach whereas the older support a strong sustainability approach. The findings also indicate a lack of discipline in consumers’ behaviour as a result of low prices and feeling of incapacity to affect the market. Furthermore, the results show that sustainable fashion is dependent on individuals within the industry to legitimise and endorse sustainable fashion for the public to follow. The study concludes by discussing how to decrease the identified value and behavioural gap by either lowering prices of sustainable fashion or, preferably, increasing prices in the fast fashion market, and suggests methods and strategies to make the fashion market sustainable.}}, author = {{Nord, Ida and Medby, Tova}}, language = {{swe}}, note = {{Student Paper}}, title = {{"Konsumentmakt är bullshit!" : En kvalitativ studie om förhållningssätt och attityder gentemot hållbart mode}}, year = {{2016}}, }