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Är grönt mode skönt? Unga kvinnliga modekonsumenters attityd gentemot hållbart mode.
Blekinge Institute of Technology, School of Management.
Blekinge Institute of Technology, School of Management.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
Is Green Fashion Fashionable? Young Female Fashion Consumers' Attitudes towards Sustainable Fashion. (English)
Abstract [sv]

I denna uppsats undersöker vi unga kvinnliga modekonsumenters attityder gentemot hållbart mode. Vi studerar också deras upplevda skillnad mellan hållbart och vanligt mode. Slutligen undersöks på vilket sätt de mjuka värdena påverkas av den hållbara egenskapen. Vi har använt oss av semistrukturerade intervjuer med sex kvinnliga respondenter i åldern 29-35 år. Resultaten har analyserats med hjälp av Maslow´s behovspyramid, ABC-modellen, konsumtentbeteende enligt Kotler et al. och sociologiska teorier rörande modekonsumtion. Vårt resultat visar att unga modekonsumerande kvinnor väljer liknande ord när de talar om hållbart mode, som beige, grå och “linneaktig”. Respondenterna anser att hållbart mode huvudsakligen har låg modegrad men att undantag finns i lågpriskedjor och hos high fashion-märken. Alla respondenter uppgav att det är viktigast för dem att det är mode i första hand och att de ser hållbarhet som en bonus. Faktorer som påverkar deras attityder är sociala, kulturella och personliga, som var de bor, familjesituation och arbete. Mjuka värden som formar deras attityder är miljömedvetenhet, modegrad och kvalitet.

Abstract [en]

This thesis examines young female fashion consumers' attitudes towards sustainable fashion. We also study their experienced difference between sustainable and conventional fashion. Finally, research was conducted to find out in what way the intangible values are effected by the sustainable quality. Our method is qualitative semi- structured interviews with six female respondents in the age of 29 to 35 years old. We have analyzed our results by using Maslow´s pyramid of needs, the ABC-model and hierarchies of effects, consumer behaviour theory by Kotler et al. and sociological theories of fashion consumption. The results indicate that our respondents choosed similar words while talking about sustainable fashion, such as beige, grey and linnen. Our respondents mainly consider that sustainable fashion has a low level of fashion. We have seen exceptions in the low price segment as well as in the upper price segment. They all expressed the want for fashion at first hand and that sustainability is a bonus. Factors that cause their attitudes are social, cultural and personal such as demographic, family and work situations. Intangible values shaping their attitudes are environmental consciousness, level of fashion and quality.

Place, publisher, year, edition, pages
2012. , 39 p.
Keyword [sv]
Konsumentbeteende, attityder, mjuka värden, hållbart mode, ekomode, Fristående kurs
National Category
Business Administration
Identifiers
URN: urn:nbn:se:bth-4596Local ID: oai:bth.se:arkivexA8E564FB17D638FDC1257A62005040B8OAI: oai:DiVA.org:bth-4596DiVA: diva2:831941
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2015-04-22 Created: 2012-08-22 Last updated: 2015-06-30Bibliographically approved

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