This study aims to investigate the following two questions: What reasons are crucial for the difference between attitude and behavior when it comes to younger consumers' choices regarding recycling? How do individuals relate to the discrepancy and how do they handle it? Previous research has shown that attitudes and behaviors do not align with each other in various environmental aspects. Among these, studies on recycling have shown that younger consumers tend to consciously choose not to recycle certain packaging for various reasons. Additionally, it has been found that the interest in the environment is stronger among the younger generation, while more frequent recycling increases with age, indicating an attitude-behavior gap even in recycling. To understand the crucial reasons for the existence of the difference between attitude and behavior when it comes to the choice to recycle, eight interviews have been conducted with both men and women aged 25-35. They have been asked about their experiences regarding recycling. The theories used to understand their attitudes and behaviors have been Goffman's theory of presentation, impression management, and embarrassment, Sykes & Matza's theory of neutralization techniques, and finally Hardin's theory of the tragedy of the commons. The results of the study have shown that the environment is considered important, but where behavior does not align with their attitudes. The gap is handled and justified among other things, through compensation and minimization. The results also show that recycling should be easy, convenient, and have enough space, as this affects one's choices in recycling.

Syftet med denna studie är att bidra med kunskap om hur människor bortförklarar, bortprioriterar och förskjuter ansvar för hållbar konsumtion. Vi använde oss av en kvalitativansats där vi utförde semi-strukturerade intervjuer med totalt 7 respondenter. Datamaterialet analyserades med hjälp av en tematisk analys där vi fann teman som hjälper oss förklara hur konsumenter resonerar kring sin klädkonsumtion. Den teoretiska utgångspunkten för denna studie grundar sig i självuppfattning för att se hur kläder används och hur hållbarhet förhåller sig. Vi kom fram till att vid klädkonsumtion så förskjuts ansvaret för en hållbar konsumtion och istället är det viktigare att konsumtionen är kongruerande med individens självuppfattning och sociala kontext. / This study aims to contribute with knowledge on how people rationalize, de-prioritize andproject responsibility within sustainable consumption. This was achieved through semistructuredinterviews with a total of 7 respondents. The collected material was later analysedusing thematic analysis which helped us explain how consumers reason about their ownapparel consumption. Our theoretical approach bounds in self-concept to see how consumersspeak about their apparel consumption and how sustainability is reflected through it. Weconclude in this paper that consumers project responsibility for sustainable consumption andit is more essential to consume congruently to the individuals self-concept and accordinglywith the social context that people finds themselves in. This paper is written in Swedish.