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Brands Mobilising Sustainable Consumption by Craft

Sipilä, Evianna LU and Ursing, Beatrice LU (2023) BUSN39 20231
Department of Business Administration
Abstract
The aim of this study was to gain a nuanced understanding of how craft-oriented brands mobilise consumers to slow down fashion consumption. A qualitative, multiple case study was conducted with three case companies: Fæbrik, FabPatch and Nudie Jeans, applying methods such as expert interviews and complementary online observation. In the analysis three themes were identified (Personalisation, Involvement and Education) and thereafter conceptualised into the P.I.E model. The aim of the model is to demonstrate how companies can create consumption patterns resulting in 'slowsumption'. As the implications of craft in this regard has not yet been remarkably examined, the P.I.E model showcases the possible actions that companies in the fashion... (More)
The aim of this study was to gain a nuanced understanding of how craft-oriented brands mobilise consumers to slow down fashion consumption. A qualitative, multiple case study was conducted with three case companies: Fæbrik, FabPatch and Nudie Jeans, applying methods such as expert interviews and complementary online observation. In the analysis three themes were identified (Personalisation, Involvement and Education) and thereafter conceptualised into the P.I.E model. The aim of the model is to demonstrate how companies can create consumption patterns resulting in 'slowsumption'. As the implications of craft in this regard has not yet been remarkably examined, the P.I.E model showcases the possible actions that companies in the fashion industry could implement. As a conclusion, this research reveals actions that craft-oriented companies can utilise to mobilise consumers to slow down the fashion consumption. (Less)
Please use this url to cite or link to this publication:
author
Sipilä, Evianna LU and Ursing, Beatrice LU
supervisor
organization
alternative title
A qualitative case study on how craft-oriented brands mobilise consumers to slow down fashion consumption
course
BUSN39 20231
year
type
H1 - Master's Degree (One Year)
subject
keywords
slow fashion, craft consumer, prosumers, environmental sustainability, social sustainability
language
English
id
9129330
date added to LUP
2023-06-29 09:25:11
date last changed
2023-06-29 09:25:11
@misc{9129330,
  abstract     = {{The aim of this study was to gain a nuanced understanding of how craft-oriented brands mobilise consumers to slow down fashion consumption. A qualitative, multiple case study was conducted with three case companies: Fæbrik, FabPatch and Nudie Jeans, applying methods such as expert interviews and complementary online observation. In the analysis three themes were identified (Personalisation, Involvement and Education) and thereafter conceptualised into the P.I.E model. The aim of the model is to demonstrate how companies can create consumption patterns resulting in 'slowsumption'. As the implications of craft in this regard has not yet been remarkably examined, the P.I.E model showcases the possible actions that companies in the fashion industry could implement. As a conclusion, this research reveals actions that craft-oriented companies can utilise to mobilise consumers to slow down the fashion consumption.}},
  author       = {{Sipilä, Evianna and Ursing, Beatrice}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brands Mobilising Sustainable Consumption by Craft}},
  year         = {{2023}},
}