Exploring the Motivations and Attitudes of Swedish Students 1213789/ ¢  Stroescu et al.,

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Transcript of Exploring the Motivations and Attitudes of Swedish Students 1213789/ ¢  Stroescu et al.,

  • BACHELOR

    THESIS WITHIN: Business Administration

    NUMBER OF CREDITS: 15 ECTS

    PROGRAMME OF STUDY: Marketing Management

    AUTHOR: Ella Christiansson 960517, Linnea Sandberg 961023

    & Alexandra Larsson 931206

    JÖNKÖPING May, 2018

    Exploring the Motivations and

    Attitudes of Swedish Students

    Toward Decreasing Consumption

    of Fast Fashion

    A study of Anti-Consumption Strategies

  • i

    Bachelor Thesis

    Title: Exploring the Motivations and Attitudes of Swedish Students Toward Decreasing

    Consumption of Fast Fashion

    Authors: Christiansson, E., Sandberg, L., & Larsson, A.

    Tutor: Imran Nazir

    Date: 2018-05-21

    Key terms: Anti-Consumption, Consumer Behaviour, Motivations, Attitudes, Consumption, Fast Fashion

    Abstract

    Background: The modern-day consumerism is detrimental to our planet. The consumption of

    fashion apparel alone has devastating consequences for the environment. Resources are depleted faster

    than they can be renewed or replaced. Thus, a change in consumption patterns is necessary.

    Purpose: Explore the attitudes and motivations of Swedish students toward decreasing

    consumption of fast fashion through anti-consumption strategies.

    Method: This study was conducted using focus groups since it has been found to be a

    highly valid qualitative research tool. It has an ability to provide in depth insights in an efficient and timely

    manner. This research is interpretivist in nature, aiming at understanding participants‟ experiences and

    thereby explain the topic from their perspective.

    Conclusion: Swedish students were found to have a negative attitude toward fast fashion due to

    perceived poor quality, the industry‟s negative impact on the environment, as well as the commonly poor

    labour conditions. A willingness to reduce fast fashion consumption was expressed. The main motivations

    for limiting fast fashion consumption identified were to save the environment, saving the planet.

    Participants agreed amongst themselves that a greater awareness of the industry‟s detrimental

    consequences were imperative in motivating people to minimize their fast fashion consumption.

  • ii

    Acknowledgements

    The authors of this thesis seek to take this opportunity to thank our tutor Imran Nazir for his guidance

    and engagement when writing this thesis. With his knowledge and experience he has given us feedback

    and advice for improvement.

    We would like also to like to thank Adele Berndt for her help with the topic, her guidance and support.

    Furthermore, we would like to thank all participants in the focus groups for giving us valuable information

    and whom made it possible to carry out our study.

    ________________________ _________________________ Linnea Sandberg Alexandra Larsson

    ________________________ Ella Christiansson

  • iii

    Table of Contents

    1 Introduction ................................................................................... 1

    Background ........................................................................................................................ 1 1.1

    Problem Statement ............................................................................................................ 1 1.2

    Purpose ............................................................................................................................... 2 1.3

    Delimitation ....................................................................................................................... 2 1.4

    Key Terms ................................................................... Error! Bookmark not defined. 1.5

    2 Literature Review ......................................................................... 4

    Consumer Behaviour ........................................................................................................ 4 2.1

    Attitudes ............................................................................................................................. 5 2.2

    Motivation .......................................................................................................................... 6 2.3

    Consumption ..................................................................................................................... 7 2.4

    Anti-Consumption ............................................................................................................ 8 2.5

    Reject ................................................................................................................................... 9 2.5.1

    2.5.1.1 Ethical reasons ................................................................................................................................................... 9

    2.5.1.2 Symbolic reasons ............................................................................................................................................. 10

    Restrict .............................................................................................................................. 10 2.5.2

    2.5.2.1 Voluntary simplification ................................................................................................................................. 11

    Reclaim.............................................................................................................................. 13 2.5.3

    Fast fashion ...................................................................................................................... 14 2.6

    Generation y ..................................................................................................................... 15 2.7

    Framework for studying fast fashion consumption ................................................... 16 2.8

    3 Methodology ................................................................................ 19

    Research Philosophy ....................................................................................................... 19 3.1

    Research Approach ......................................................................................................... 19 3.2

    Research strategy ............................................................................................................. 20 3.3

    Method for Data Collection .......................................................................................... 21 3.4

    Focus groups .................................................................................................................... 21 3.4.1

    Transcription style ........................................................................................................... 22 3.5

    Sampling Method ............................................................................................................ 23 3.6

  • iv

    Generation Y ................................................................................................................... 23 3.6.1

    Ethical considerations ..................................................................................................... 24 3.7

    4 Empirical Findings ..................................................................... 25

    Consumption Patterns .................................................................................................... 25 4.1

    Motivation and Attitudes ............................................................................................... 27 4.2

    Fast Fashion ..................................................................................................................... 27 4.2.1

    Anti-Consumption .......................................................................................................... 30 4.2.2

    5 Analysis ........................................................................................ 33

    Consumption Patterns .................................................................................................... 33 5.1

    Motivation and Attitudes ............................................................................................... 33 5.2

    Attitudes ........................................................................................................................... 33 5.2.1

    5.2.1.1 Affect 34

    5.2.1.2 Behaviour .......................................................................................................................................................... 34

    5.2.1.3 Cognition .......................................................................................................................................................... 34

    Fast Fashion ..................................................................................................................... 35 5.2.2

    Anti-Consumption .......................................................................................................... 36 5.2.3

    Necessary Encouragements for change ....................................................................... 3