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Konsumenters syn på återanvändning av kläder: En jämförelsestudie i Sverige om konsumentbeteende i olika åldrar.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2019 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Alternative title
Consumers view on reuse of apparel : A comparative study in Sweden of consumer behavior in different ages. (English)
Abstract [sv]

Dagens modekonsumtion har lett till att en stor mängd kläder slängs utan anledning vilket har en mycket stor inverkan på miljön. Modeindustrin har identifierats som en stor bidragande faktor till plastföroreningen i haven och är även ansvarig för 20 procent av det globala vattenspillet och 10 procent av planetens totala koldioxidutsläpp. I denna kvalitativa studie har en undersökning gjorts för att se om konsumenter i Sverige är villiga att köpa sina kläder i andra hand istället för nyproducerade och även hur andrahandsmarknaden kan växa och bli bättre och mer attraktiv. För att kunna lära oss om konsumenters vanor kopplade till shopping har skribenterna genomfört en enkätstudie med människor i alla åldrar. Semistrukturerade intervjuer har även genomförts med företag från second hand-sektorn för ytterligare kännedom om branschen. Resultatet av studien visar att andrahandsmarknaden har vuxit under de senaste åren och att den främsta anledningen till varför konsumenter väljer andrahandsplagg är av miljömässiga skäl. Vidare visar studien att den yngsta generationen, människor under 20 år, är den grupp som visar lägst intresse för second hand vilket är oroande då detta är framtidens konsumenter.

Abstract [en]

Today’s fashion consumption has led to a big amount of clothes being thrown away for no reason, greatly impacting the environment. The fashion industry has been identified as a big contributor to the plastic pollution of the oceans and is also responsible for 20 percent of the global water waste and 10 percent of the globe’s total carbon dioxide emissions. In this qualitative study, an investigation is made as to whether consumers in Sweden are willing to buy their clothes second hand instead of newly-produced and how the second hand market can grow and become better and more attractive. In order to learn about the consumers’ habits linked to shopping, a survey was conducted by people of all ages. Semi-structured interviews were also done with companies within the second hand sector to further learn about the business. The outcome of this study shows that the second hand market has grown over the last few years and that the biggest reason for people to choose second hand is because of environmental factors. Furthermore, the study finds that the youngest generation, people under the age of 20, is the group that is the least interested in second hand, which is a cause for concern since this group is the consumers of the future.

Place, publisher, year, edition, pages
2019.
Keywords [en]
Second hand, Reuse, Collection of reused clothes, Vintage, Redesign, Upcycle, Consumer behaviour, Circular economy, Sustainable development, Second hand consumers
Keywords [sv]
Second hand, Återanvändning, Insamling av återvunna kläder, Vintage, Redesign, Upcycle, Konsumentbeteende, Cirkulär ekonomi, Hållbar utveckling, Andrahandskonsumenter
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:hb:diva-21977OAI: oai:DiVA.org:hb-21977DiVA, id: diva2:1369260
Subject / course
Textilteknologi
Available from: 2019-11-12 Created: 2019-11-11 Last updated: 2019-11-12Bibliographically approved

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Citation style
  • apa
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