A Second Life: Exploring Sustainable Fashion Through Value Creation Study Of Indian Instagram Thrift Stores
(2024) MKVM13 20241Media and Communication Studies
Department of Communication and Media
- Abstract
- This thesis investigates the intricacies of sustainable fashion, focussing on value-creation business models within Instagram thrift stores in India. Fundamentally, it argues that sustainable fashion is a dynamic socio-ecological process, mediated by the changing communication and technological landscape. There is much debate about what sustainable fashion ought to be, thus making it a “concept in progress”. Towards a better understand of sustainable fashion, this study explores the social, ecological, and cultural norms and institutions that shape it and that it shapes. The research interviews eight Indian thrift stores on Instagram that sell curated pieces of secondhand, surplus, and factory-rejected clothing. The qualitative mode of... (More)
- This thesis investigates the intricacies of sustainable fashion, focussing on value-creation business models within Instagram thrift stores in India. Fundamentally, it argues that sustainable fashion is a dynamic socio-ecological process, mediated by the changing communication and technological landscape. There is much debate about what sustainable fashion ought to be, thus making it a “concept in progress”. Towards a better understand of sustainable fashion, this study explores the social, ecological, and cultural norms and institutions that shape it and that it shapes. The research interviews eight Indian thrift stores on Instagram that sell curated pieces of secondhand, surplus, and factory-rejected clothing. The qualitative mode of interviewing with open-ended questions ventures into understanding their processes of sourcing, curation, distribution, and consumer engagement. The transcripts are coded and analysed to find evolving social and ecological factors that work together to add value for consumers.
The study has found that well-being is the key goal of thrift stores work towards. Thrift stores in India practice sustainable fashion through social and ecological value creations that are mediated by the formation of communities on Instagram. With changing societies and ecosystems, the idea of the process makes sustainable fashion a fluid concept. It provides opportunities for making it accessible through changes in policies and supporting services such as customer care, business owner care and safe and eco-friendly shipping services. It provides avenues for research to develop business models centred on social and ecological well-being, fostering community-driven and profitable enterprises. (Less) - Popular Abstract
- This thesis investigates the intricacies of sustainable fashion, focussing on value-creation business models within Instagram thrift stores in India. Fundamentally, it argues that sustainable fashion is a dynamic socio-ecological process, mediated by the changing communication and technological landscape. There is much debate about what sustainable fashion ought to be, thus making it a “concept in progress”. Towards a better understand of sustainable fashionit, this study explores the social, ecological, and cultural norms and institutions that shape it and that it shapes. The research interviews eight Indian thrift stores on Instagram that sell curated pieces of secondhand, surplus, and factory-rejected clothing. The qualitative mode of... (More)
- This thesis investigates the intricacies of sustainable fashion, focussing on value-creation business models within Instagram thrift stores in India. Fundamentally, it argues that sustainable fashion is a dynamic socio-ecological process, mediated by the changing communication and technological landscape. There is much debate about what sustainable fashion ought to be, thus making it a “concept in progress”. Towards a better understand of sustainable fashionit, this study explores the social, ecological, and cultural norms and institutions that shape it and that it shapes. The research interviews eight Indian thrift stores on Instagram that sell curated pieces of secondhand, surplus, and factory-rejected clothing. The qualitative mode of interviewing with open-ended questions ventures into understanding their processes of sourcing, curation, distribution, and consumer engagement. The transcripts are coded and analysed to find evolving social and ecological factors that work together to add value for consumers.
The study has found that well-being is the key goal of thrift stores work towards. Thrift stores in India practice sustainable fashion through social and ecological value creations that are mediated by the formation of communities on Instagram. With changing societies and ecosystems, the idea of the process makes sustainable fashion a fluid concept. It provides opportunities for making it accessible through changes in policies and supporting services such as customer care, business owner care and safe and eco-friendly shipping services. It provides avenues for research to develop business models centred on social and ecological well-being, fostering community-driven and profitable enterprises. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9151534
- author
- Mishra, Adyasha LU
- supervisor
- organization
- alternative title
- Conceptualising Sustainable Fashion: Case Study of Alternate Value Creation Models in Indian Instagram Thrift Stores
- course
- MKVM13 20241
- year
- 2024
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Sustainable Fashion, Sustainable Fashion Consumption, Slow Fashion, New Business Models, Value Creation, Well-being, Thrifting
- language
- English
- id
- 9151534
- date added to LUP
- 2024-06-12 08:23:37
- date last changed
- 2024-06-12 08:23:37
@misc{9151534,
abstract = {{This thesis investigates the intricacies of sustainable fashion, focussing on value-creation business models within Instagram thrift stores in India. Fundamentally, it argues that sustainable fashion is a dynamic socio-ecological process, mediated by the changing communication and technological landscape. There is much debate about what sustainable fashion ought to be, thus making it a “concept in progress”. Towards a better understand of sustainable fashion, this study explores the social, ecological, and cultural norms and institutions that shape it and that it shapes. The research interviews eight Indian thrift stores on Instagram that sell curated pieces of secondhand, surplus, and factory-rejected clothing. The qualitative mode of interviewing with open-ended questions ventures into understanding their processes of sourcing, curation, distribution, and consumer engagement. The transcripts are coded and analysed to find evolving social and ecological factors that work together to add value for consumers.
The study has found that well-being is the key goal of thrift stores work towards. Thrift stores in India practice sustainable fashion through social and ecological value creations that are mediated by the formation of communities on Instagram. With changing societies and ecosystems, the idea of the process makes sustainable fashion a fluid concept. It provides opportunities for making it accessible through changes in policies and supporting services such as customer care, business owner care and safe and eco-friendly shipping services. It provides avenues for research to develop business models centred on social and ecological well-being, fostering community-driven and profitable enterprises.}},
author = {{Mishra, Adyasha}},
language = {{eng}},
note = {{Student Paper}},
title = {{A Second Life: Exploring Sustainable Fashion Through Value Creation Study Of Indian Instagram Thrift Stores}},
year = {{2024}},
}