Advanced

"Konsumentmakt är bullshit!" : En kvalitativ studie om förhållningssätt och attityder gentemot hållbart mode

Nord, Ida LU and Medby, Tova LU (2016) MODK63 20161
Division of Fashion Science
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:
author
Nord, Ida LU and Medby, Tova LU
supervisor
organization
course
MODK63 20161
year
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},
  keyword      = {fashion,sustainability,sustainable fashion,trend,fashion system,fashion field,consumer behaviour,attitudes,age,postmodernism.},
  language     = {swe},
  note         = {Student Paper},
  title        = {"Konsumentmakt är bullshit!" : En kvalitativ studie om förhållningssätt och attityder gentemot hållbart mode},
  year         = {2016},
}