Clothes Make the (Wo)man: A Qualitative Study on the Construction and Expression of a Green Identity through Second-Hand Clothing
(2021) BUSN39 20211Department of Business Administration
- Abstract
- Thesis Purpose:
This study aims to deepen the understanding of green identity
construction and expression among female Gen Z consumers in relation
to second-hand clothing.
Theoretical Perspective:
By applying a sociological and a consumer perspective, identity
construction and sustainability act as two research domains in which this
study is positioned. The Processual Theory of Identity (PTI) by Cherrier
and Murray (2007) is used as a foundation for the analysis.
Methodology/Empirical Data:
This exploratory study applies an abductive research approach and is
qualitative. We conducted five focus groups with a total of 23 female
Gen Z consumers born between 1995 and 1998. The gathered data was
analyzed with a qualitative... (More) - Thesis Purpose:
This study aims to deepen the understanding of green identity
construction and expression among female Gen Z consumers in relation
to second-hand clothing.
Theoretical Perspective:
By applying a sociological and a consumer perspective, identity
construction and sustainability act as two research domains in which this
study is positioned. The Processual Theory of Identity (PTI) by Cherrier
and Murray (2007) is used as a foundation for the analysis.
Methodology/Empirical Data:
This exploratory study applies an abductive research approach and is
qualitative. We conducted five focus groups with a total of 23 female
Gen Z consumers born between 1995 and 1998. The gathered data was
analyzed with a qualitative content analysis.
Findings:
A green identity is constructed through five phases: (1) Sensitization,
(2) Self-Gratification, (3) Shift, (4) Socialization, and (5) Self-
Realization. The first phase is expressed through a consumerist mindset
and selling clothes, whereas the second phase is expressed through
thriftiness and fashion leadership. In the third phase, consumers undergo
a shift towards ‘greener’ values, which they then promote in the fourth
phase. The last phase is expressed through adopting a green identity to
the entire lifestyle. These phases are temporal: consumers move through
the different phases according to the shift in their consumption behavior.
Contributions:
By applying an existing phenomenon (identity construction) to a new
context (second-hand clothing), and adapting and extending the PTI, we
enhanced the understanding of green identity construction. This study is
relevant for marketers in the resale industry to enhance their
understanding of their female consumers of Gen Z. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9053240
- author
- Deutschen, Julia LU and Moll, Gloria LU
- supervisor
- organization
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Identity Construction, Green Identity, Sustainability, Second-Hand Clothing, Sustainable Fashion Alternatives
- language
- English
- id
- 9053240
- date added to LUP
- 2021-06-29 14:20:39
- date last changed
- 2021-06-29 14:20:39
@misc{9053240, abstract = {{Thesis Purpose: This study aims to deepen the understanding of green identity construction and expression among female Gen Z consumers in relation to second-hand clothing. Theoretical Perspective: By applying a sociological and a consumer perspective, identity construction and sustainability act as two research domains in which this study is positioned. The Processual Theory of Identity (PTI) by Cherrier and Murray (2007) is used as a foundation for the analysis. Methodology/Empirical Data: This exploratory study applies an abductive research approach and is qualitative. We conducted five focus groups with a total of 23 female Gen Z consumers born between 1995 and 1998. The gathered data was analyzed with a qualitative content analysis. Findings: A green identity is constructed through five phases: (1) Sensitization, (2) Self-Gratification, (3) Shift, (4) Socialization, and (5) Self- Realization. The first phase is expressed through a consumerist mindset and selling clothes, whereas the second phase is expressed through thriftiness and fashion leadership. In the third phase, consumers undergo a shift towards ‘greener’ values, which they then promote in the fourth phase. The last phase is expressed through adopting a green identity to the entire lifestyle. These phases are temporal: consumers move through the different phases according to the shift in their consumption behavior. Contributions: By applying an existing phenomenon (identity construction) to a new context (second-hand clothing), and adapting and extending the PTI, we enhanced the understanding of green identity construction. This study is relevant for marketers in the resale industry to enhance their understanding of their female consumers of Gen Z.}}, author = {{Deutschen, Julia and Moll, Gloria}}, language = {{eng}}, note = {{Student Paper}}, title = {{Clothes Make the (Wo)man: A Qualitative Study on the Construction and Expression of a Green Identity through Second-Hand Clothing}}, year = {{2021}}, }