Browsing by Author "Lamminen, Linnea"

The purpose of this study is to illustrate and describe consumers’ view of sustainable clothing and which factors affect consumers’ clothing consumption habits. Furthermore, this study aims to find out which aspect of sustainability regarding clothing is less emphasized by respondents. The theoretical part of this study combines perspectives of consumption survey, crafts science and home economics. Previous studies indicate that sustainable clothing consists of clothing design, production, selling, buying, consumption and recycling. In this study, sustainable consumption refers to favouring sustainable clothing, reducing consumption and amending one’s consumption habits towards more sustainable choices. Consumption habits can be amended by, for instance, buying only for need, using apparel longer, taking properly care of them and recycling them after use. The material for this qualitative study was acquired by thematic interviews. To be more specific, the research material consists of six transcribed remote interviews. The interviewees were recruited trough a Facebook-group focusing on sustainable fashion. Then, the research material gathered trough the said interviews was analysed using data-driven content analysis. To conclude, the results of this study indicate that consumers experienced that the sustainability of clothing affects their clothing consumption significantly. Furthermore, each aspect of sustainability was recognised as significant in promoting sustainable clothing. However, not all aspects of sustainability were considered important in one’s own clothing consumption. For instance, recyclability was not considered to be an important factor when choosing sustainable clothing. Furthermore, consumers experienced recognising and finding sustainable clothing to be challenging.