Browsing by Subject "vaatteiden merkitys"

This study examines consumers' perceptions of the factors and meanings behind clothing consumption and approaches consumers' perceptions of the concept of reasonable consumption. There are many ecological, ethical and economic perspectives behind clothing consumption. Earlier studies show that leisure time, pin-money and social media in particular have changed consumer behaviors. The research material was collected through focused interviews. A total of five interviewees (3 women and 2 men) were selected at random sampling. The interviewees' background variables included only gender and age, which was limited to 25-30 years. The themes of the focused interviews emerged from the frame of reference. The themes formed were: meanings, material, media, fashion and moderate consumption.The data was analyzed by means of theory-based content analysis. The analysis was divided into three phases: reduction, clustering and creation of theoretical concepts. The original expressions taken from the empirical data were condensed into reduced expressions, subspecies, and generic concepts as the analysis progressed. At the end of the analysis, the generic concepts were linked to previously formed themes which, according to theory-based content analysis, formed the theoretical concepts of the research. As a result of the study, the most important factors influencing the consumption of clothing were the expectations of the subjects about the clothing and the influence of culture created by the media and the fashion. The subjects created expectations for the clothing based on the material, price and manufacturer, which guided the consumption. The subjects experienced media and fashion as creative images that guide the purchase of clothing. General public speech and reflection on ethical and ecological aspects also guided the choices of the subjects. They also saw clothing as a social construct, with consumption driven by respect for the situation and the dress code required by the situation. The meanings in clothing consumption were related to the characteristics of the clothing, its appreciation for the clothing and its sociality. For the subjects, the meanings of the garment was in necessity, instrumentality, and passion. Moderate consumption was structured in the subjects' reflection between need and desire. Appreciation for the garment, the real need for the garment, and the systematic direction of the garment led to moderate consumption. Respondents also felt that external factors such as economic constraints and the surrounding climate influenced moderate consumption.