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Behaviours and attitudes towards a sustainable consumption of fashion
University of Borås, Swedish School of Textiles.
2011 (English)Independent thesis Advanced level (degree of Master (One Year))Student thesis
Abstract [en]

In the western society over consumption is common, as the market is saturated. Consumers have to adjust to the consumption society and follow new trends. The consequence of consumption is a topic that has been discussed more lately. Organisations, companies as well as consumers are starting to understand the importance of this issue and more eco-friendly materials and products are becoming available. Over consumption is however still a big problem that many people are not aware of. Consumers in the western society tends to buy and own a lot more than is needed, and are offered clothes to very low prices. Workers in the developing countries and the environment have to pay a high price to satisfy the needs of people in the west. When consumers come to buying decisions they many times act against their own cognizance. This happens when consumers become aware of something. The question is how consumers act in this situation and deal with the dissonance. The purpose of the report was to get a deeper understanding about how consumers behave and what causes their decisions. Two focus group interviews where made, which has given deeper understandings about what attitude, behaviour and knowledge western consumers have and the relation between these factors. The question is, if consumers are willing to sacrifice their own personal needs in order to protect the environment and improve the conditions of workers. The results showed that when the respondents become aware of the consequences of consumption, they often do not reflect over their purchases. They ignore it or find ways to make their purchase acceptable. Furthermore, the respondents have a good attitude towards choosing better alternatives and reflecting more over the purchases they make. However, the respondents believed that the personal needs such as looking good, following trends, getting admiration from others, are many times prioritised over being considerate about the environment and other people. A person’s living situation also affects how he/she consumes and therefore this is important to consider. The conclusion is that, more knowledge is necessary to influence consumers and it will also make them aware that their actions have consequences. Through discussions more knowledge can be gained concerning the subject. Consumers need to know why they should choose an ecologic product over a regular one and how they can contribute. More information is also needed and companies have to inform about the alternatives and make such products more available.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2011.
Series
Magisteruppsats ; 2010.13.12
Keywords [en]
cognitive dissonance, consumer behaviour, eco-fashion, sustainability
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-20673Local ID: 2320/8878OAI: oai:DiVA.org:hb-20673DiVA, id: diva2:1312607
Note
Program: Magisterutbildning i Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
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  • Other locale
More languages
Output format
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