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Clothes Make the (Wo)man: A Qualitative Study on the Construction and Expression of a Green Identity through Second-Hand Clothing

Deutschen, Julia LU and Moll, Gloria LU (2021) BUSN39 20211
Department 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:
author
Deutschen, Julia LU and Moll, Gloria LU
supervisor
organization
course
BUSN39 20211
year
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}},
}