Trendig och miljömedveten?
(2023) MODK63 20231Division of Fashion Studies
- Abstract
- The clothing industry is today linked to several sustainability challenges. Fast fashion is a reason for today's overconsumption, which with new technology, fast production times, and cheap materials has contributed to clothes being constantly consumed and replaced. At the same time, there is an increased awareness regarding sustainability issues and sustainable fashion. The aim of this bachelor thesis, Trendy and environmentally aware? A qualitative study on young women's awareness of fast fashion and its environmental impact is to investigate and understand the driving forces behind the consumption of fast fashion and why young Swedish women choose to consume it despite its negative environmental impact. The theoretical framework used to... (More)
- The clothing industry is today linked to several sustainability challenges. Fast fashion is a reason for today's overconsumption, which with new technology, fast production times, and cheap materials has contributed to clothes being constantly consumed and replaced. At the same time, there is an increased awareness regarding sustainability issues and sustainable fashion. The aim of this bachelor thesis, Trendy and environmentally aware? A qualitative study on young women's awareness of fast fashion and its environmental impact is to investigate and understand the driving forces behind the consumption of fast fashion and why young Swedish women choose to consume it despite its negative environmental impact. The theoretical framework used to analyze the material was based on consumer culture theory. The thesis uses a qualitative method in the form of six semi-structured interviews conducted with young women aged 16-29 years old. The theoretical framework used to analyze the material was based on consumer culture theory. The study's results showed that trendy, easy access, low price and up-to-date range were the main factors that resulted in consumers buying fast fashion instead of consuming more sustainably. The study also showed that consumption played a significant role in how women want to be perceived and how others perceive them. Consumers were aware that fast fashion has a negative environmental impact. However, some lacked adequate knowledge about the specific consequences and the extent of these. According to some of the consumers, this was a reason why they did not change their consumption and for others, the positive aspects of fast fashion weighed more heavily. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9134769
- author
- Ohlsson, Victoria LU
- supervisor
-
- Oliver Dahle LU
- organization
- course
- MODK63 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Fast fashion, Clothing, Consumption, Awareness, Trend, Identity, Consumer Culture Theory
- language
- Swedish
- id
- 9134769
- date added to LUP
- 2023-08-22 08:30:24
- date last changed
- 2023-08-22 08:30:24
@misc{9134769,
abstract = {{The clothing industry is today linked to several sustainability challenges. Fast fashion is a reason for today's overconsumption, which with new technology, fast production times, and cheap materials has contributed to clothes being constantly consumed and replaced. At the same time, there is an increased awareness regarding sustainability issues and sustainable fashion. The aim of this bachelor thesis, Trendy and environmentally aware? A qualitative study on young women's awareness of fast fashion and its environmental impact is to investigate and understand the driving forces behind the consumption of fast fashion and why young Swedish women choose to consume it despite its negative environmental impact. The theoretical framework used to analyze the material was based on consumer culture theory. The thesis uses a qualitative method in the form of six semi-structured interviews conducted with young women aged 16-29 years old. The theoretical framework used to analyze the material was based on consumer culture theory. The study's results showed that trendy, easy access, low price and up-to-date range were the main factors that resulted in consumers buying fast fashion instead of consuming more sustainably. The study also showed that consumption played a significant role in how women want to be perceived and how others perceive them. Consumers were aware that fast fashion has a negative environmental impact. However, some lacked adequate knowledge about the specific consequences and the extent of these. According to some of the consumers, this was a reason why they did not change their consumption and for others, the positive aspects of fast fashion weighed more heavily.}},
author = {{Ohlsson, Victoria}},
language = {{swe}},
note = {{Student Paper}},
title = {{Trendig och miljömedveten?}},
year = {{2023}},
}