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Ny konsumtion av gamla kläder: – En studie om konsumenters miljömedvetenhet och motiv till att köpa second hand kläder på Myrorna
Karlstad University, Faculty of Health, Science and Technology (starting 2013), Department of Environmental and Life Sciences.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
New consumption of old clothes : – A study of consumers environmental awareness and motive for buying second hand clothing on Myrorna (English)
Abstract [en]

The world’s consumption is increasing at an accelerating rate and it´s produced and consumed more goods and services than ever before. A large part of people's consumption consists of clothing that is bought and discarded increasingly leading to a number of environmental problems such as global warming, pollution, loss of biodiversity and the depletion of natural assets. One way to save the earth's resources is to buy used clothing, so called second hand, instead of new ones. The store chain “The Ants” (in Swedish “Myrorna”) has specializing in second-hand goods and sells, among other things, clothes. This study examined consumers' motive for shopping second-hand clothing on The Ants and examined whether this is related to consumers' environmental awareness and their choice to buy second hand clothes on The Ants. The shop staffs experience of the customer's environmental awareness was also examined. The methods that were chosen were surveys that The Ants customers filled out and interviews with store employees.

The results showed that consumer´s motive to buy second-hand clothing on The Ants was mainly due to the cheap price and then because of their environmental awareness, customers were relatively environmentally aware and knew that the clothing industry contribute to environmental problems. The consumers felt that they received too little information about the problems and they would like to know more. The result also showed that consumers don´t act according to this awareness as very few of them asked questions to the staff about their clothing production or work with sustainable consumption and the environment. The Ants shop staff experienced the same thing since they rarely or never received any questions from customers about clothing and its environmental problems. Customers also bought more new clothes than second-hand clothing.

Abstract [sv]

Konsumtionen i världen ökar i en allt snabbare takt och det produceras och konsumeras mer varor och tjänster än någonsin tidigare. En stor del av människors konsumtion består av kläder som köps och slängs i större utsträckning vilket leder till ett flertal miljöproblem som global uppvärmning, föroreningar, förlorad biologisk mångfald och förbrukning av naturtillgångar. Ett sätt att spara på jordens resurser är genom att köpa begagnade kläder, så kallat second hand, istället för nyproducerade. Butikskedjan Myrorna har specialiserat sig på second hand varor och säljer bland annat kläder. Denna studie undersökte konsumenters motiv för att handla second hand kläder på Myrorna samt undersökte om detta har ett samband med konsumenters miljömedvetenhet och deras val att köpa second hand kläder på Myrorna. Även butikspersonalens upplevelse av kundernas miljömedvetenhet undersöktes. Metoderna som valdes var enkäter som Myrornas kunder fyllde i och intervjuer med butikspersonal.

Resultatet visade att konsumenternas motiv för att handla second hand kläder på Myrorna berodde främst på det billiga priset och sedan på grund av deras miljömedvetenhet, kunderna var relativt miljömedvetna och funderade ofta på klädindustrins miljöproblem. Dock ansåg konsumenterna att de fick otillräcklig information om ämnet och skulle vilja veta mer. Resultatet visar också att konsumenterna inte agerar utifrån denna medvetenhet eftersom ytterst få av dem ställde frågor till butikspersonal om deras klädproduktion eller arbete med hållbar konsumtion och miljö. Myrornas butikspersonal upplevde samma sak eftersom de sällan eller aldrig fick några frågor från kunderna om kläder och dess miljöproblem. Kunderna köpte också mer nyproducerade kläder än second hand kläder.

Place, publisher, year, edition, pages
2014. , 47 p.
Keyword [en]
Consumption. Environmental awareness. Clothing. Second hand.
Keyword [sv]
Konsumtion. Miljömedvetenhet. Kläder. Second hand.
National Category
Environmental Sciences
Identifiers
URN: urn:nbn:se:kau:diva-32774OAI: oai:DiVA.org:kau-32774DiVA: diva2:727517
External cooperation
Myrorna
Subject / course
Environmental Science
Educational program
Environmental Science (180 ECTS credits)
Supervisors
Examiners
Available from: 2014-06-23 Created: 2014-06-22 Last updated: 2014-06-24Bibliographically approved

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