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Ett trendigt kretslopp: en studie om konsumenters attityder kring att lämna in sina avlagda kläder till modebutiker
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A fashionable life cycle : a study on consumer attitudes towards submitting their unwanted clothing to fashion stores (English)
Abstract [sv]

I samband med att konsumtionen av kläder och textilier ökar i världen slängs också allt mer kläder i hushållssoporna. Studier visar att den genomsnittliga svensken köper cirka 15 kg kläder varje år varav hela 8 kg hamnar i soporna. Endast 20 % av det totala textila avfallet återvinns. Trots att återvinning av textilier visat sig ha mer miljönytta än till exempel återvinning av tidningspapper så finns i dagsläget inget producentansvar för textilbranschen, vilket gör att all insamling av textilier sker på frivillig basis genom bland annat välgörenhetsorganisationer. Oavsett om ett producentansvar kommer att införas för branschen i framtiden eller inte krävs att samtliga parter, både konsument och producent engagerar sig i processen för att insamlingen ska fungera. Syftet med denna uppsats var därför att ta reda på konsumenters attityder kring alternativet att lämna in sina avlagda kläder till modebutiker för återvinning och återanvändning. Vi har också velat identifiera vilka faktorer som motiverar konsumenter till att lämna in sina kläder till butikerna, för att ta reda på hur producentledet på bästa sätt kan bemöta konsumenternas önskemål. För att ta reda på konsumenternas attityder kring alternativet att lämna in sina avlagda kläder till modebutiker har vi utfört en enkätundersökning där vi ställde frågor om konsumenternas bortskaffningsvanor i dagsläget, anledningar till vanorna samt om deras övergripande åsikter kring att lämna in kläder till modebutiker. Resultatet av vår enkätundersökning visar att de flesta konsumenter, framför allt de kvinnliga, har en positiv attityd till att lämna in sina kläder till modebutiker, även om de inte väljer alternativet i dagsläget. De flesta respondenter saknade dock kunskap och erfarenhet kring modebutiker som insamlingsplats, vilket gör det svårare att fastställa deras attityd gentemot alternativet. Faktorer som information, lättillgänglighet och att hjälpa andra behövande identifierades som viktiga hos konsumenterna vid val av bortskaffningsalternativ, och bör således tas i beaktning av modebutikerna i insamlingsprocessen.

Abstract [en]

As the consumption of clothing and textiles increase in the world, people tend to throw away more and more clothing into the household waste. Studies show that the average Swedish person buys about 15 kg of clothing every year, of which 8 kg end up in the trashcan. Only 20 % of the total textile waste is being recycled. In spite of the fact that textile recycling has more environmental benefits than for example recycling of newsprint, there is no producer responsibility in the textile industry today, which means that all collecting of textiles is voluntary. Whether a producer responsibility will be mandatory in the industry in the future or not, it requires that all party, both consumer and producer engage in the process of collecting textiles in order for it to work. The purpose of this study was therefor to examine consumers’ attitudes towards the option to submit their unwanted clothing to fashion stores for recycling and reuse. We also wanted to identify the major factors that motivate consumers to submit their clothing to fashion stores in order to find out how producers can respond to consumers preferences. To find out what attitudes consumers' have towards the option to submit their unwanted clothing to fashion stores, we made a survey that contained questions concerning their behaviour; how they presently get rid of their unwanted clothing, the underlying reasons for their habits and their over all opinions regarding the option to submit their unwanted clothing to fashion stores. The result from our survey showed that most consumers, especially women, had a positive attitude towards submitting their unwanted clothing to fashion stores, even though most stated that they had never considered it as an option before our study took place. The fact that most of the respondents lacked knowledge and experience about the possibility to submit their unwanted clothing to fashion stores, made it a bit difficult for us to determine their attitude towards it as an alternative. Factors such as information, accessibility and to help others in need were identified as important by consumers when choosing how to get rid of their unwanted clothing, and should therefore be taken into consideration by fashion stores in the collecting process.

Place, publisher, year, edition, pages
2015.
Keyword [en]
consumer behaviour, attitude, disposal, recycling, clothes
Keyword [sv]
konsumentbeteende, attityd, bortskaffning, återvinning, kläder
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-226OAI: oai:DiVA.org:hb-226DiVA: diva2:825070
Subject / course
Textilt management - inriktning mot butikschef
Uppsok
Social and Behavioural Science, Law
Available from: 2015-07-03 Created: 2015-06-23 Last updated: 2015-07-03Bibliographically approved

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