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Long Live the Future: Exploring Sustainable Consumption Frames in the Swedish Second-Hand Fashion Market

Krakhmaleva, Olga LU (2025) SIMZ11 20251
Graduate School
Abstract
This thesis focuses on the concept “sustainable consumption” and how it is conceptually constructed by Swedish secondhand actors, specifically non-profit actors who actively engage in the resale of clothing. Our current excessive overconsumption of fashion and pressing need to shift to a more sustainable mode of consumption requires us to critically assess the definition of our sustainability ideals and examine the actors who are tasked with implementing them. To carry out this study, Collective Action Frames and Master Frames theories are applied to sustainability reports by Swedish non-profit actors: Erikshjälpen, Myrorna, and Artikel2, covering the time period 2018 to 2024. The methodology is based on the framing method and qualitative... (More)
This thesis focuses on the concept “sustainable consumption” and how it is conceptually constructed by Swedish secondhand actors, specifically non-profit actors who actively engage in the resale of clothing. Our current excessive overconsumption of fashion and pressing need to shift to a more sustainable mode of consumption requires us to critically assess the definition of our sustainability ideals and examine the actors who are tasked with implementing them. To carry out this study, Collective Action Frames and Master Frames theories are applied to sustainability reports by Swedish non-profit actors: Erikshjälpen, Myrorna, and Artikel2, covering the time period 2018 to 2024. The methodology is based on the framing method and qualitative content analysis. The findings identify eight collective action frames which inform the findings of three master frames: “Circular Economy”, “Saving the Environment”, and “Ethical Consumption”. The study concludes that the actors conceptualize sustainable consumption as the collection of circular strategies with messages of reducing emissions, producing positive environmental impact, empowerment, accessibility, and motive guided both by an altruistic and self-fulfilling purpose. (Less)
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author
Krakhmaleva, Olga LU
supervisor
organization
course
SIMZ11 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Sustainable consumption, circular economy, framing theory, non-profit secondhands, Sweden
language
English
id
9211650
date added to LUP
2025-09-19 13:35:35
date last changed
2025-09-19 13:35:35
@misc{9211650,
  abstract     = {{This thesis focuses on the concept “sustainable consumption” and how it is conceptually constructed by Swedish secondhand actors, specifically non-profit actors who actively engage in the resale of clothing. Our current excessive overconsumption of fashion and pressing need to shift to a more sustainable mode of consumption requires us to critically assess the definition of our sustainability ideals and examine the actors who are tasked with implementing them. To carry out this study, Collective Action Frames and Master Frames theories are applied to sustainability reports by Swedish non-profit actors: Erikshjälpen, Myrorna, and Artikel2, covering the time period 2018 to 2024. The methodology is based on the framing method and qualitative content analysis. The findings identify eight collective action frames which inform the findings of three master frames: “Circular Economy”, “Saving the Environment”, and “Ethical Consumption”. The study concludes that the actors conceptualize sustainable consumption as the collection of circular strategies with messages of reducing emissions, producing positive environmental impact, empowerment, accessibility, and motive guided both by an altruistic and self-fulfilling purpose.}},
  author       = {{Krakhmaleva, Olga}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Long Live the Future: Exploring Sustainable Consumption Frames in the Swedish Second-Hand Fashion Market}},
  year         = {{2025}},
}