Mot en hållbar klädkonsumtion - en kvalitativ studie av inlåsningar i unga konsumenters köpbeteende vid klädkonsumtion
(2021) FEKH29 20202Department of Business Administration
- Abstract (Swedish)
- Sammanfattning
Examensarbetets titel: Mot en hållbar klädkonsumtion - en kvalitativ studie av inlåsningar i unga konsumenters köpbeteende
Seminariedatum: 2021-01-14
Ämne/kurs: FEKH29, Examensarbete kandidatnivå i Marknadsföring, 15 högskolepoäng
Författare: Martin Andréasson, Sara Sandström & Lisa Thorsell
Handledare: Annette Cerne
Fem nyckelord: Hållbar konsumtion, ideologiska inlåsningar, konsumentens köpprocess, attitude-behaviour gap, konsumentbeteende.
Syfte: Syftet med uppsatsen är att undersöka yngre konsumenters attityder till konsumtion av kläder och analysera vilka faktorer i SHIFT-ramverket som har betydelse för gapen i köpprocessen och vilka ideologiska inlåsningar det skapar.
Metod: Primärdata... (More) - Sammanfattning
Examensarbetets titel: Mot en hållbar klädkonsumtion - en kvalitativ studie av inlåsningar i unga konsumenters köpbeteende
Seminariedatum: 2021-01-14
Ämne/kurs: FEKH29, Examensarbete kandidatnivå i Marknadsföring, 15 högskolepoäng
Författare: Martin Andréasson, Sara Sandström & Lisa Thorsell
Handledare: Annette Cerne
Fem nyckelord: Hållbar konsumtion, ideologiska inlåsningar, konsumentens köpprocess, attitude-behaviour gap, konsumentbeteende.
Syfte: Syftet med uppsatsen är att undersöka yngre konsumenters attityder till konsumtion av kläder och analysera vilka faktorer i SHIFT-ramverket som har betydelse för gapen i köpprocessen och vilka ideologiska inlåsningar det skapar.
Metod: Primärdata insamlades genom fokusgrupper. Uppsatsen baseras därav på såväl empiri som redan framtagna teorier vilket resulterar i abduktion.
Teoretiska perspektiv: Uppsatsens teoretiska bas belyser beteende och förhållningssätt vid konsumtion. Teoridelen är uppdelad i två huvudsakliga delar där den första behandlar konsumentbeteende vid köp och etik. Denna del lyfter teori i form av Engel, Blackwell och Miniards (1995) köpprocess och The green purchase perception matrix av Peattie (2001). Vidare återfinns teori om ideologiska inlåsningar av Holt (2012), Rest’s modell om etiskt beslutsfattande (1986) och Cernes strategier för kommunikation av icke försvarbara handlingar (2019). Andra delen lyfter SHIFT-ramverket av White, Habib & Hardisty (2019).
Empiri: Empirisk data utgår från intervjuer i form av fokusgrupper i syfte att öppna upp för diskussion kring hållbar klädkonsumtion. Fokusgrupperna bestod av tio respondenter uppdelat på tre fokusgrupper. Respondenterna var segmenterade på ålder i enlighet med syftet.
Resultat: Resultatet visade att konsumenter inte var villiga att kompromissa och hade lågt självförtroende gällande om konsumtionen var hållbar. Det moraliska dilemmat får hållbara aspekter ofta stå tillbaka till fördel för andra faktorer som anses överordnade. Ideologiska inlåsningar i köpprocessen återfinns bland annat i form av kulturella kodinflation, avsaknad av ideologiska riktmärken, strävan efter social acceptans och val utifrån kulturella koder och genom respondenternas personliga värderingar. (Less) - Abstract
- Abstract
Title: Towards sustainable consumption within the clothing industry - a qualitative study of ideological lock-ins in consumer behavior among young consumers.
Seminar date: 2021-01-14
Course: FEKH29, Degree: Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or ECTS‐cr)
Authors: Martin Andréasson, Sara Sandström & Lisa Thorsell
Advisor: Annette Cerne
Key words: Sustainable consumption, Ideological lock-ins, buying process, attitude-behaviour gap, Consumer behavior
Purpose: The purpose of the thesis is to investigate younger consumers' attitudes to consumption of clothing and analyze which factors in the SHIFT framework are important for the gaps in... (More) - Abstract
Title: Towards sustainable consumption within the clothing industry - a qualitative study of ideological lock-ins in consumer behavior among young consumers.
Seminar date: 2021-01-14
Course: FEKH29, Degree: Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or ECTS‐cr)
Authors: Martin Andréasson, Sara Sandström & Lisa Thorsell
Advisor: Annette Cerne
Key words: Sustainable consumption, Ideological lock-ins, buying process, attitude-behaviour gap, Consumer behavior
Purpose: The purpose of the thesis is to investigate younger consumers' attitudes to consumption of clothing and analyze which factors in the SHIFT framework are important for the gaps in the buying process and what ideological lock-ins it creates.
Methodology: Primary data was collected through focus groups. The thesis is thereby based on empirical material as well as theoretical perspectives resulting in an abductive approach.
Theoretical perspectives: The thesis is based on theory to enlighten behavior within and attitude towards consumption. The theory consists of two main parts with the first focusing on consumer behavior and consumer moral, based on Engel, Blackwell and Miniards (1995) buying process and The green purchase perception matrix by Peattie (2001). Furthermore, Holt’s theory of ideological lock-ins (2012), Rest’s Model of ethical decision making (1986) and Cerne’s Strategies for communications of actions (2019) are considered. The second part focuses on the SHIFT- framework by White, Habib & Hardisty (2019).
Empirical foundation: The empirical data consists of focus groups in order to enable discussions within sustainable consumption. The focus groups consisted of three groups with a total of ten participants. The participants were chosen based on their age due to the purpose of the study.
Conclusions: The results showed that consumers were not willing to compromise and had low self-confidence regarding if the consumption was sustainable. The moral dilemma often leaves sustainable aspects behind in favor of other factors that are considered superior. Ideological locks in the buying process are found in the form of cultural code inflation, lack of ideological benchmarks, striving for social acceptance and choices based on cultural codes and through the respondents' personal values. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9040139
- author
- Thorsell, Lisa LU ; Sandström, Sara LU and Andréasson, Martin LU
- supervisor
- organization
- course
- FEKH29 20202
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- Hållbar konsumtion, ideologiska inlåsningar, konsumentens köpprocess, attitude-behaviour gap, konsumentbeteende
- language
- Swedish
- id
- 9040139
- date added to LUP
- 2021-03-01 11:21:48
- date last changed
- 2021-03-01 11:21:48
@misc{9040139,
abstract = {{Abstract
Title: Towards sustainable consumption within the clothing industry - a qualitative study of ideological lock-ins in consumer behavior among young consumers.
Seminar date: 2021-01-14
Course: FEKH29, Degree: Project Undergraduate level, Business Administration, Undergraduate level, 15 University Credits Points (UPC) or ECTS‐cr)
Authors: Martin Andréasson, Sara Sandström & Lisa Thorsell
Advisor: Annette Cerne
Key words: Sustainable consumption, Ideological lock-ins, buying process, attitude-behaviour gap, Consumer behavior
Purpose: The purpose of the thesis is to investigate younger consumers' attitudes to consumption of clothing and analyze which factors in the SHIFT framework are important for the gaps in the buying process and what ideological lock-ins it creates.
Methodology: Primary data was collected through focus groups. The thesis is thereby based on empirical material as well as theoretical perspectives resulting in an abductive approach.
Theoretical perspectives: The thesis is based on theory to enlighten behavior within and attitude towards consumption. The theory consists of two main parts with the first focusing on consumer behavior and consumer moral, based on Engel, Blackwell and Miniards (1995) buying process and The green purchase perception matrix by Peattie (2001). Furthermore, Holt’s theory of ideological lock-ins (2012), Rest’s Model of ethical decision making (1986) and Cerne’s Strategies for communications of actions (2019) are considered. The second part focuses on the SHIFT- framework by White, Habib & Hardisty (2019).
Empirical foundation: The empirical data consists of focus groups in order to enable discussions within sustainable consumption. The focus groups consisted of three groups with a total of ten participants. The participants were chosen based on their age due to the purpose of the study.
Conclusions: The results showed that consumers were not willing to compromise and had low self-confidence regarding if the consumption was sustainable. The moral dilemma often leaves sustainable aspects behind in favor of other factors that are considered superior. Ideological locks in the buying process are found in the form of cultural code inflation, lack of ideological benchmarks, striving for social acceptance and choices based on cultural codes and through the respondents' personal values.}},
author = {{Thorsell, Lisa and Sandström, Sara and Andréasson, Martin}},
language = {{swe}},
note = {{Student Paper}},
title = {{Mot en hållbar klädkonsumtion - en kvalitativ studie av inlåsningar i unga konsumenters köpbeteende vid klädkonsumtion}},
year = {{2021}},
}