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Att hyra lycka: En kulturanalytisk studie om konsumenters affektiva upplevelser vid konventionell klädkonsumtion och vid konsumtion av hyrkläder

Ekstrand, Klara LU (2022) TKAM02 20221
Division of Ethnology
Abstract
To Rent Happiness: A cultural analytical study about consumers’ affective experiences of conventional clothing consumption and consumption of rented clothes, Klara Ekstrand

The purpose of this study was to investigate consumers’ affective experiences of conventional clothing consumption and renting of clothes and how these experiences affected consumers’ willingness to engage in access-based fashion consumption. The research was mainly conducted by using digital observations and interviews with customers of two different subscription services for renting everyday clothes: It’s Re:Leased and Hack Your Closet. Affect theory was used to analyse the results and examine affective experiences. The results showed that consumers were motivated... (More)
To Rent Happiness: A cultural analytical study about consumers’ affective experiences of conventional clothing consumption and consumption of rented clothes, Klara Ekstrand

The purpose of this study was to investigate consumers’ affective experiences of conventional clothing consumption and renting of clothes and how these experiences affected consumers’ willingness to engage in access-based fashion consumption. The research was mainly conducted by using digital observations and interviews with customers of two different subscription services for renting everyday clothes: It’s Re:Leased and Hack Your Closet. Affect theory was used to analyse the results and examine affective experiences. The results showed that consumers were motivated to rent clothes to gain access to “new” garments, change consumption behaviours that led to negative emotions, and engage in a business model that they considered to be sustainable and consistent with their values. Aspects of flexibility and access of the subscription services created possibilities for customers’ identity construction and self-expression, with the access to “new” clothes being more desirable than ownership. At the same time, consumers had a lot of expectations on the services; they needed to be able to compete with conventional clothing consumption and established companies. (Less)
Please use this url to cite or link to this publication:
author
Ekstrand, Klara LU
supervisor
organization
course
TKAM02 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
access-based consumption, collaborative consumption, sustainability, rental fashion, affect theory, affective mapping, happy objects, identity construction, non-ownership
language
Swedish
id
9101497
date added to LUP
2022-10-10 13:34:26
date last changed
2022-10-10 13:34:26
@misc{9101497,
  abstract     = {{To Rent Happiness: A cultural analytical study about consumers’ affective experiences of conventional clothing consumption and consumption of rented clothes, Klara Ekstrand

The purpose of this study was to investigate consumers’ affective experiences of conventional clothing consumption and renting of clothes and how these experiences affected consumers’ willingness to engage in access-based fashion consumption. The research was mainly conducted by using digital observations and interviews with customers of two different subscription services for renting everyday clothes: It’s Re:Leased and Hack Your Closet. Affect theory was used to analyse the results and examine affective experiences. The results showed that consumers were motivated to rent clothes to gain access to “new” garments, change consumption behaviours that led to negative emotions, and engage in a business model that they considered to be sustainable and consistent with their values. Aspects of flexibility and access of the subscription services created possibilities for customers’ identity construction and self-expression, with the access to “new” clothes being more desirable than ownership. At the same time, consumers had a lot of expectations on the services; they needed to be able to compete with conventional clothing consumption and established companies.}},
  author       = {{Ekstrand, Klara}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Att hyra lycka: En kulturanalytisk studie om konsumenters affektiva upplevelser vid konventionell klädkonsumtion och vid konsumtion av hyrkläder}},
  year         = {{2022}},
}