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Millennials komplexa attityd gentemot grön klädkonsumtion: En kvalitativ studie om millennials attityd gentemot klädkonsumtion
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2020 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The consumption has increased by 40% in just a few decades, which has given a negative impact on the environment. At the same time, millennials also called generation X, have a huge purchasing power compared to other generations. A major problem of unsustainable clothing consumption is fast fashion. Millenials are the biggest target group for fast fashion companies and are those who buy more products than any other target group. Through this thesis, we want to provide with motivation, attitude and values for both sustainable consumption and unsustainable consumption.

The aim is to investigate the target group of millennials and their attitudes towards environmentally consciousness and what motivates them in their purchase decision when it comes to clothing consumption. This should, among other things, make it easier for marketers to know how to best reach out to the group who has the highest purchasing power.

Through 20 qualitative in-depth interviews with as many men as women, they have been interviewed regarding their views, attitudes and behavior regarding clothing consumption and sustainable clothing consumption. The study's results show that many millenials are not ready to buy green clothing for various reasons such as pricing and trust in companies. Other interesting discoveries about norms and self-image is also emerged.

Abstract [sv]

Konsumtionen har ökat med 40 % på enbart några decennier vilket har en negativ påverkan på miljön. Samtidigt så har millennials alltså generation X, har en enorm köpkraft jämförelse med de andra generationerna. Ett stort problem av ohållbar klädkonsumtion är fast fashion där millenials är de som är den största målgruppen för företag och de som köper mer produkter än några målgrupper. Genom detta arbetet vill vi förstå millennials motivation, attityd och värderingar till både hållbar konsumtion och ohållbar konsumtion.

Syftet är att undersöka målgruppen millennials attityd till miljömedvetet konsumerande, samt vad som motiverar dem i köpbeslutet när det gäller klädkonsumtion. Detta ska bland annat underlätta för marknadsförare att veta hur de på bästa sätt kan nå ut till en av de mest köpbenägna samhällsgrupperna.

Genom 20 kvalitativa djupintervjuer med lika stor del män som kvinnor har de intervjuats angående deras åsikter, attityder och beteende kring klädkonsumtion och hållbar klädkonsumtion. Studiens resultat visar att många inte är redo att handla hållbara kläder av olika anledningar så som prissättning och tilltro till företag. Även andra intressanta upptäckter kring normer och självbild framkom.

Place, publisher, year, edition, pages
2020. , p. 45
Keywords [en]
Fast fashion, Millennials
Keywords [sv]
Grön klädkonsumtion, konsument beteende
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hh:diva-42324OAI: oai:DiVA.org:hh-42324DiVA, id: diva2:1438645
Educational program
The International Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2020-06-24 Created: 2020-06-10 Last updated: 2020-06-24Bibliographically approved

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CiteExportLink to record
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Citation style
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