Search Moralisk frikoppling. as keywords on MyScienceWork's publications...

Denna studie unders ker hur unga kvinnor i Generation Z rationaliserar sina k p av fast fashion trots en v xande medvetenhet om modeindustrins negativa aspekter g llande milj och sociala konsekvenser Genom att utforska gapet mellan konsumenternas intentioner kring h llbarhet och deras faktiska beteenden belyser studien faktorer som har en p verkan p konsumentens k pbeslut Studien utg r fr n en kvalitativ metod d r semistrukturerade intervjuer genomf rts Detta f r att f en djupg ende insikt i hur unga kvinnor inom Generation Z anv nder sig av rationaliseringar f r att r ttf rdiga sina k p av fast fashion Analys av resultatet har utf rts i form av en tematisk analys Teorin Moralisk frikoppling har ven till mpats i ett f rs k att f rklara det beteende som ligger till grund f r gapet mellan konsumentens intention och handling Studien visar att konsumenter i m nga fall anv nder sig av Moralisk frikoppling eftersom det ger en m jlighet att separera de negativa aspekterna av fast fashion s som milj p verkan fr n de positiva aspekterna exempelvis att plagget r billigt snyggt eller trendigt Resultatet visar att trots en kad medvetenhet om fast fashions negativa aspekter r det rationaliseringar som p verkar varf r kvinnor inom Generation Z konsumerar d r pris och beg r r de mest betydande drivkrafterna Studien bidrar till en djupare f rst else av konsumentbeteende inom fast fashion samt en f rst else f r de faktorer som p verkar gapet mellan konsumenters intentioner kring h llbarhet och dess faktiska handlingar Ytterligare f rv ntas studien att bidra med en kad sj lvmedvetenhet hos konsumenter kring deras egen konsumtion av fast fashion och d rav inspirera till mer medvetna val Studien r skriven p svenska This study examines how young women in Generation Z rationalize their purchases of fast fashion despite a growing awareness of the fashion industry s negative aspects regarding environmental and social consequences By exploring the gap between consumers intentions regarding sustainability and their actual behaviors the study highlights factors that have an impact on consumers purchase decisions The study is based on a qualitative method where semi-structured interviews were conducted This is to gain an in-depth insight into how young women in Generation Z use rationalizations to justify their purchases of fast fashion Analysis of the results has been done in the form of a thematic analysis Additionally the theory of Moral Decoupling has been applied in an attempt to explain the behavior that underlies the gap between the consumer s intention and action The study shows that in many cases consumers use Moral Decoupling because it provides an opportunity to separate the negative aspects of fast fashion such as environmental impact from the positive aspects for example that the garment is cheap stylish or trendy The result shows that despite an increased awareness of fast fashion s negative aspects it is rationalizations that influence why women in Generation Z consume where price and desire are the most significant driving forces The study contributes to a deeper understanding of consumer behavior within fast fashion as well as an understanding of the factors that affect the gap between consumers intentions regarding sustainability and its actual actions Furthermore the study is expected to contribute to an increased self-awareness among consumers regarding their own consumption of fast fashion and thereby inspire more conscious choices The study is written in Swedish

Publication search with Moralisk frikoppling. as keyword

Kan vi lita på oss själva som konsumenter? : En studie om gapet mellan intention och handling / Can we trust ourselves a...

Publication search
with Moralisk frikoppling. as keyword