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In-Store Recycling - A Consumer Perspective

Engström, Gabriella LU and Nicklasson, Alexandra LU (2015) KSKK01 20151
Department of Service Management and Service Studies
Abstract
The aim of the thesis is to study how a segment of Generation Y perceives in-store recycling, a service coined by the authors of this thesis. In-store recycling is a service many fast fashion retailers have begun offering by placing collecting boxes for clothes that consumers wish to be recycled or re-used and in return consumers are rewarded with a voucher to buy new clothes at a discount. To achieve the thesis’s aim a two-part framework is presented. The first framework begins with an introduction into the interrelationship between consumption and waste from a consumer perspective. Thereafter theories and literature that focus on the field of textile recycling is introduced with focus on fast fashion and disposal behavior. The second... (More)
The aim of the thesis is to study how a segment of Generation Y perceives in-store recycling, a service coined by the authors of this thesis. In-store recycling is a service many fast fashion retailers have begun offering by placing collecting boxes for clothes that consumers wish to be recycled or re-used and in return consumers are rewarded with a voucher to buy new clothes at a discount. To achieve the thesis’s aim a two-part framework is presented. The first framework begins with an introduction into the interrelationship between consumption and waste from a consumer perspective. Thereafter theories and literature that focus on the field of textile recycling is introduced with focus on fast fashion and disposal behavior. The second framework consists of two psychological concepts: moral obligation and cognitive dissonance. Furthermore to enable a deep insight in the consumers’ perspective of in-store recycling a multiple method approach was used. A pre-study in form of observations was followed by the main method of qualitative interviews with ten students at the Service Management program at Lund University. Thereafter two supporting-methods were conducted; interview with Phd candidate Emma Samsioe and unstructured interviews with attendees of a waste prevention seminar hosted by Lund University. The findings of the thesis was the importance of convenience, habit and moral obligation in understanding consumers’ perception, attitude, and behavior on in-store recycling. An interesting conclusion that can be drawn from the empirical findings is that in-store recycling is perceived to be a solution to a symptom (increased textile waste) and not a solution to the real problem (increased levels of consumption). The thesis gives insight into how a particular segment of Generation Y views a reward based in-store recycling service, and will therefore contain valuable information for parties in both the field of retail and waste management. (Less)
Popular Abstract (Swedish)
Syftet med uppsatsen är att studera hur ett segment av Generation Y ser på in-store recycling - en tjänst myntad av författarna till arbetet. In-store recycling är en tjänst som många fast fashion retail-bolag har börjat erbjuda genom att placera insamlingslådor för kläder som konsumenter vill ha återvunnet eller återanvänt, och i retur får konsumenten en belöning i form av en rabattkupong. För att uppnå uppsatsens syfte har ett tvådelat teoretiskt ramverk genomförts. Det första ramverket behandlar koncepten konsumtion och avfall, därefter presenteras teorier och tidigare forskning på avyttrandet av textilier med fokus på dess koppling med fast fashion och beteende. Det andra ramverket behandlar psykologiska koncepten: kognitiv dissonans... (More)
Syftet med uppsatsen är att studera hur ett segment av Generation Y ser på in-store recycling - en tjänst myntad av författarna till arbetet. In-store recycling är en tjänst som många fast fashion retail-bolag har börjat erbjuda genom att placera insamlingslådor för kläder som konsumenter vill ha återvunnet eller återanvänt, och i retur får konsumenten en belöning i form av en rabattkupong. För att uppnå uppsatsens syfte har ett tvådelat teoretiskt ramverk genomförts. Det första ramverket behandlar koncepten konsumtion och avfall, därefter presenteras teorier och tidigare forskning på avyttrandet av textilier med fokus på dess koppling med fast fashion och beteende. Det andra ramverket behandlar psykologiska koncepten: kognitiv dissonans och moralisk skyldighet. Vidare för att möjliggöra en djup insikt i konsumenternas perspektiv av in-store recycling användes ett flertal metoder. En förstudie i form av observationer följdes av den huvudsakliga metoden; kvalitativa intervjuer med tio studenter på Service Management utbildningen vid Lunds universitet. Därefter genomfördes två stödjande metoder; intervju med blivande doktorand Emma Samsioe och ostrukturerade intervjuer med deltagare på ett avfallsförebyggande seminarium anordnat av Lunds universitet. Resultatet av uppsatsen är vikten av bekvämlighet, vana och moralisk skyldighet för att förstå konsumenternas perspektiv, beteende och attityd mot in-store recycling. En intressant slutsats som kan dras från empirin är att in-store recycling uppfattas vara en lösning på ett symptom (ökad textilavfall) och inte en lösning på det verkliga problemet (ökad konsumtion). Avhandlingen ger en inblick i hur ett segment av Generation Y ser en belönings baserad textilåtervinningstjänst, och kommer därför att innehålla värdefull information för aktörer i både retail- och avfallsbranschen. (Less)
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author
Engström, Gabriella LU and Nicklasson, Alexandra LU
supervisor
organization
course
KSKK01 20151
year
type
M2 - Bachelor Degree
subject
keywords
In-store recycling, disposal behavior, attitude, textile waste, recycling, retail, fast fashion, reward-based recycling
language
English
id
7584417
date added to LUP
2015-08-10 14:21:49
date last changed
2015-08-10 14:21:49
@misc{7584417,
  abstract     = {The aim of the thesis is to study how a segment of Generation Y perceives in-store recycling, a service coined by the authors of this thesis. In-store recycling is a service many fast fashion retailers have begun offering by placing collecting boxes for clothes that consumers wish to be recycled or re-used and in return consumers are rewarded with a voucher to buy new clothes at a discount. To achieve the thesis’s aim a two-part framework is presented. The first framework begins with an introduction into the interrelationship between consumption and waste from a consumer perspective. Thereafter theories and literature that focus on the field of textile recycling is introduced with focus on fast fashion and disposal behavior. The second framework consists of two psychological concepts: moral obligation and cognitive dissonance. Furthermore to enable a deep insight in the consumers’ perspective of in-store recycling a multiple method approach was used. A pre-study in form of observations was followed by the main method of qualitative interviews with ten students at the Service Management program at Lund University. Thereafter two supporting-methods were conducted; interview with Phd candidate Emma Samsioe and unstructured interviews with attendees of a waste prevention seminar hosted by Lund University. The findings of the thesis was the importance of convenience, habit and moral obligation in understanding consumers’ perception, attitude, and behavior on in-store recycling. An interesting conclusion that can be drawn from the empirical findings is that in-store recycling is perceived to be a solution to a symptom (increased textile waste) and not a solution to the real problem (increased levels of consumption). The thesis gives insight into how a particular segment of Generation Y views a reward based in-store recycling service, and will therefore contain valuable information for parties in both the field of retail and waste management.},
  author       = {Engström, Gabriella and Nicklasson, Alexandra},
  keyword      = {In-store recycling,disposal behavior,attitude,textile waste,recycling,retail,fast fashion,reward-based recycling},
  language     = {eng},
  note         = {Student Paper},
  title        = {In-Store Recycling - A Consumer Perspective},
  year         = {2015},
}