En publicerad studie avslöjar en överraskande brist på konsumenters medvetenhet kring storleken på deras garderober. Denna insikt pekar på en växande överkonsumtion och ett behov av att förenkla våra livsstilar. Tidigare forskning inom textil- och modeindustrin har visat att sektorn är en betydande förbrukare av resurser och en källa till föroreningar. Med tanke på en växande överkonsumtion och branschens miljöpåverkan, ämnar studien att undersöka vad konsumenters uppfattningar om hållbar klädkonsumtion och identifiera hur konsumenterna ser på begreppet hållbarhet när det gäller deras klädkonsumtion. För att besvara syftet används en kvalitativ metod och insamling av data genomfördes via garderobsundersökningar, som sedan följdes upp med semistrukturerade intervjuer med informanterna. För att tolka resultaten har de teoretiska perspektiven, consumer culture theory samt det performativa perspektivet använts. Resultatet av studien visar att det finns en mångfald i tolkningen av begreppet "hållbara kläder", vilket är starkt påverkat av individuella föreställningar och den kulturella och sociala kontexten. I resultatet kunde även en klyfta mellan föreställningar och köpbeteende identifieras, där konsumenternas faktiska köpbeteende inte alltid speglar deras uttalade värderingar kring hållbarhet. Trots uttalade önskemål att konsumera mer hållbart mode möter konsumenterna hinder i form av bristande tillgänglighet av information och priskänslighet. Insikter utifrån resultatet understryker ett behov av ökad tillgång till pålitlig information från företag. Bristen på tillförlitlig information från företag utgör en betydande utmaning för konsumenter som strävar efter att göra hållbara val och hindrar konsumenterna från att agera enligt sina värderingar. / A published study reveals a surprising lack of consumer awareness regarding the size of their wardrobes. This insight points to growing overconsumption and a need to simplify our lifestyles. Previous research within the textile and fashion industry has observed that the sector is a significant consumer of resources and a source of pollution. Given the increasing overconsumption and the industry's environmental impact, the study aims to investigate consumers' perceptions of sustainable clothing consumption and identify how consumers view the concept of sustainability in relation to their clothing consumption. To answer this purpose, a qualitative method was used, and data collection was conducted through wardrobe surveys, which were then followed up with semi-structured interviews with the informants. To interpret the results, the theoretical perspectives of consumer culture theory and the performative perspective were applied. The results of the study show a diversity in the interpretation of the concept of "sustainable clothing", which is strongly influenced by individual beliefs and the cultural and social context. The results also identified a gap between perceptions and purchasing behavior, where consumers' actual purchasing behavior does not always reflect their stated values regarding sustainability. Despite expressed desires to consume more sustainable fashion, consumers face obstacles such as a lack of accessible information and price sensitivity. Insights from the results highlight the need for increased access to reliable information from companies. The lack of reliable information from companies poses a significant challenge for consumers striving to make sustainable choices and prevents them from acting according to their values.

Background: In the digital era, the streetwear fashion industry has undergone significanttransformation due to the rise of social media. Traditional marketing methods have shiftedtowards direct consumer engagement through digital platforms, where brand authenticity andexclusivity are crucial for maintaining perceived value and consumer loyalty. Streetwearfashion, rooted in urban subcultures, relies heavily on these elements to establish and maintainits brand identity.Purpose: This thesis aims to critically examine how streetwear fashion brands utilize socialmedia to manage the authenticity paradox while driving exclusivity. It investigates the impactof these strategies on consumer behavior and brand loyalty within digital spaces.Method: The research employs a qualitative, exploratory design within an interpretivistparadigm. Data was collected through semi-structured interviews with a purposive sample of12 participants, including influencers, brand managers, and consumers actively engaged withstreetwear brands on social media. Thematic analysis was used to identify key patterns andinsights from the data.Conclusion: The findings reveal that streetwear brands effectively use social media to projectauthenticity through transparent communication and cultural engagement, while strategicexclusivity is maintained through limited releases and exclusive collaborations. Thesestrategies not only enhance perceived brand value but also foster strong community ties andconsumer loyalty. The study highlights the importance of balancing authenticity withexclusivity to navigate the competitive digital landscape and sustain brand appeal

The rapid increase in car ownership has caused rigorous issues for people living in the major cities in China, which is observe from traffic pressure, the inconvenience of city travelling, and air pollution. While the fast development of digital service platforms based on the Internet provides an alternative approach to touch the problems, leading a researchable phenomenon, online car-sharing service in China. This paper strives to explore the impact of car sharing on millennial sustainability attitudes by using the daily service on apps to ‘drive less, share more’. The paper is conducted using mixed research methods in Suzhou, China. Principally, the researchers interviewed ten car- sharing consumers during shared ride. To ensure the creditability and reliability, the paper collected 326 online survey responses from local car-sharing platforms as comparable data. The results show that most millennials agree car-sharing service makes their traffic modes more convenient, and taking shared ride more compared to self-driving has a significant influence on social and environmental issues in cities. Also, some respondents present willingness or already take actions on giving up car ownerships. However, the result also emphasises the fundamental reasons for millennials to participate in car-sharing service, which is personalised service and reasonable price. The paper closes with three outcomes, sharing economy as ‘Development’, digital service as ‘Innovation’, and sustainability as ‘The future’. They not only enrich the current literature research between Millennials and sharing economy, but also promote further strategies for car-sharing companies with empirical data.

This paper explores value co-creation and value co-destruction with a focus on the social practices embedded in the online brand community “My Starbucks Idea (MSI).” The objectives of the research are accomplished through a detailed explanation of the study’s stages, starting with the Research design/Planning, and followed by the Community Entry (Entrée), Data collection, Limitations, and Ethical implications. Since the study is exploratory in character, the qualitative research strategy was used. As Bryman and Bell (2011) note, qualitative research gives particular attention to words rather than numbers in the gathering and interpretation of data. This study applied a modified ‘netnographic’ approach, a new qualitative method devised specifically to investigate consumer behaviour vis-à-vis cultures and communities present on the Internet (Kozinets 1998). This study identifies three elements of practice: stalking, gossip, and exhibitionism. It also supports the idea stated by Echeverri & Skålén (2011) that there is no positive without a negative in interactive value formation. Although those authors’ work was focused on the provider-customer interface, the idea proves applicable to the online brand community (OBC) used for illustration in this study. The present study also draws attention to a vital characteristic of practice often forgotten: ‘Language’ as an enabler of all other elements (Whittington 2006). The paper contributes to the knowledge in the practice theory domain, and thus consumer culture, especially relating to OBCs. When using OBCs as a marketing tool, considerable ingenuity must be employed by business managers to gain strategic information and feedback from online forum discussions. Such information can help in the company’s strategic decision making. By building relationships and gaining new customers through the process of collaboration, managers can become more like brand storytellers. Also, such communication can be channelled as a means to create greater awareness, both of the brand and the users’ experiences, along with aiding in the development of better services and products to meet customers’ needs. In the current study, consent was an ethical concern that limited the scope and path taken by the paper. The ten-week research period was another limiting factor in properly covering all of the contextualized consumption activities and gaining sufficient experience within the MSI community.