Sluta shoppa – men köp av oss: En studie om hur Askets normbrytande anti-konsumtions-kommunikation uppfattas i en tid av fast fashion
(2025) FEKH29 20251Department of Business Administration
- Abstract
- Title: Stop Shopping – But Shop From Us: A study about how Asket’s norm-breaking anti-consumption communication is perceived in a time of fast fashion
Seminar date: June 3rd 2025
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 Credits
Authors: Ellen Christofi Johansson, Melinda Nord & Saga Petersson
Advisor: Peter Svensson
Keywords: Anti-consumption communication, norm-breaking marketing, green demarketing, sustainability, Asket
Research question: How do potential consumers perceive Asket’s norm-breaking anti-consumption communication?
Purpose: The purpose of this study is to research how anti-consumption messaging, specifically from the clothing... (More) - Title: Stop Shopping – But Shop From Us: A study about how Asket’s norm-breaking anti-consumption communication is perceived in a time of fast fashion
Seminar date: June 3rd 2025
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 Credits
Authors: Ellen Christofi Johansson, Melinda Nord & Saga Petersson
Advisor: Peter Svensson
Keywords: Anti-consumption communication, norm-breaking marketing, green demarketing, sustainability, Asket
Research question: How do potential consumers perceive Asket’s norm-breaking anti-consumption communication?
Purpose: The purpose of this study is to research how anti-consumption messaging, specifically from the clothing company Asket, is perceived by potential consumers in an industry driven by consumption. Particular emphasis is given to how the company’s norm-breaking communication, that challenges today’s consumption norms, affects the interviewees’ reactions, thoughts and attitudes.
Methodology: The empirical material was collected through a qualitative research strategy, consisting of 15 semi-structured interviews. The collected material was then sorted into themes, which were then interpreted and analysed.
Theoretical perspectives: The theoretical perspective in the study mainly consists of New institutional theory, or New institutionalism, with specific focus on the key words isomorphism, ceremonial conformity and decoupling. Additionally, Postmodern consumer theory is also used.
Analysis: The analysis consists of four different themes: contradiction, trustworthiness, image and society changers. These themes are analysed with the help of the chosen theories.
Conclusion: The study shows that most of the participants perceive Asket’s communication as genuine, trustworthy and inspiring, not strictly despite its contradictory character, but sometimes because of it. Despite the fact that the company sells newly produced clothes, Asket’s call to consume less is not perceived as hypocritical, but rather as a genuine attempt to combine business with sustainability. (Less) - Abstract (Swedish)
- Examensarbetets titel: Sluta shoppa – men köp av oss: En studie om hur Askets normbrytande anti-konsumtions-kommunikation uppfattas i en tid av fast fashion
Seminariedatum: 3:e juni 2025
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Ellen Christofi Johansson, Melinda Nord & Saga Petersson
Handledare: Peter Svensson
Nyckelord: Anti-konsumtions-kommunikation, normbrytande marknadsföring, green demarketing, hållbarhet, Asket
Forskningsfråga: Hur uppfattas Askets normbrytande anti-konsumtions-kommunikation av potentiella konsumenter?
Syfte: Syftet med denna studie är att undersöka hur det konsumtionskritiska budskapet från klädföretaget Asket uppfattas av... (More) - Examensarbetets titel: Sluta shoppa – men köp av oss: En studie om hur Askets normbrytande anti-konsumtions-kommunikation uppfattas i en tid av fast fashion
Seminariedatum: 3:e juni 2025
Kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Ellen Christofi Johansson, Melinda Nord & Saga Petersson
Handledare: Peter Svensson
Nyckelord: Anti-konsumtions-kommunikation, normbrytande marknadsföring, green demarketing, hållbarhet, Asket
Forskningsfråga: Hur uppfattas Askets normbrytande anti-konsumtions-kommunikation av potentiella konsumenter?
Syfte: Syftet med denna studie är att undersöka hur det konsumtionskritiska budskapet från klädföretaget Asket uppfattas av potentiella konsumenter i en konsumtionsdriven klädindustri. Särskild vikt läggs vid att utforska hur företagets normbrytande kommunikation, som utmanar etablerade konsumtionsmönster, påverkar respondenternas reaktioner, tankar och attityder.
Metod: Empirin har samlats in genom en kvalitativ forskningsstrategi bestående av 15 semistrukturerade intervjuer. Det insamlade materialet har därefter tematiserats, analyserats och tolkats.
Teoretiskt ramverk: Det teoretiska ramverket i studien utgörs främst av nyinstitutionell teori, med fokus på begreppen isomorfism, ceremoniell konformitet och decoupling. Utöver detta tillämpas även teori om postmodern konsumtion.
Analys: Analysen består av fyra olika teman: motsägelsefullhet, trovärdighet, image och samhällsförändrare. Dessa teman analyseras med hjälp av det teoretiska ramverket.
Slutsats: Studien visar att de flesta respondenter uppfattar Askets kommunikation som genuin, trovärdig och inspirerande, inte trots dess motsägelsefulla karaktär, utan i vissa fall just på grund av den. Trots att företaget säljer nyproducerade kläder uppfattas dess uppmaningar om att konsumera mindre inte som hyckleri, utan snarare som ett uttryck för ett ärligt försök att förena affärsverksamhet med hållbarhet. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9206985
- author
- Christofi Johansson, Ellen LU ; Nord, Melinda LU and Petersson, Saga LU
- supervisor
- organization
- course
- FEKH29 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- Anti-konsumtions-kommunikation, normbrytande marknadsföring, green demarketing, hållbarhet, Asket
- language
- Swedish
- id
- 9206985
- date added to LUP
- 2025-09-29 13:59:20
- date last changed
- 2025-09-29 13:59:20
@misc{9206985,
abstract = {{Title: Stop Shopping – But Shop From Us: A study about how Asket’s norm-breaking anti-consumption communication is perceived in a time of fast fashion
Seminar date: June 3rd 2025
Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 Credits
Authors: Ellen Christofi Johansson, Melinda Nord & Saga Petersson
Advisor: Peter Svensson
Keywords: Anti-consumption communication, norm-breaking marketing, green demarketing, sustainability, Asket
Research question: How do potential consumers perceive Asket’s norm-breaking anti-consumption communication?
Purpose: The purpose of this study is to research how anti-consumption messaging, specifically from the clothing company Asket, is perceived by potential consumers in an industry driven by consumption. Particular emphasis is given to how the company’s norm-breaking communication, that challenges today’s consumption norms, affects the interviewees’ reactions, thoughts and attitudes.
Methodology: The empirical material was collected through a qualitative research strategy, consisting of 15 semi-structured interviews. The collected material was then sorted into themes, which were then interpreted and analysed.
Theoretical perspectives: The theoretical perspective in the study mainly consists of New institutional theory, or New institutionalism, with specific focus on the key words isomorphism, ceremonial conformity and decoupling. Additionally, Postmodern consumer theory is also used.
Analysis: The analysis consists of four different themes: contradiction, trustworthiness, image and society changers. These themes are analysed with the help of the chosen theories.
Conclusion: The study shows that most of the participants perceive Asket’s communication as genuine, trustworthy and inspiring, not strictly despite its contradictory character, but sometimes because of it. Despite the fact that the company sells newly produced clothes, Asket’s call to consume less is not perceived as hypocritical, but rather as a genuine attempt to combine business with sustainability.}},
author = {{Christofi Johansson, Ellen and Nord, Melinda and Petersson, Saga}},
language = {{swe}},
note = {{Student Paper}},
title = {{Sluta shoppa – men köp av oss: En studie om hur Askets normbrytande anti-konsumtions-kommunikation uppfattas i en tid av fast fashion}},
year = {{2025}},
}