In the western society over consumption is common, as the market is saturated. Consumers have to adjust to the consumption society and follow new trends. The consequence of consumption is a topic that has been discussed more lately. Organisations, companies as wellas consumers are starting to understand the importance of this issue and more eco-friendly materials and products are becoming available. Over consumption is however still a big problem that many people are not aware of. Consumers in the western society tends to buy and own a lot more than is needed, and are offered clothes to very low prices. Workers in the developing countries and the environment have to pay a high price to satisfy the needs of people in the west. When consumers come to buying decisions they many times act against their own cognizance. This happens when consumers become aware of something. The question is how consumers act in this situation and deal with the dissonance. The purpose of the report was to get a deeper understanding about how consumers behave and what causes their decisions. Two focus group interviews where made, which has given deeper understandings about what attitude, behaviour and knowledge western consumers have and the relation between these factors. The question is, if consumers are willing to sacrifice theirown personal needs in order to protect the environment and improve the conditions of workers.The results showed that when the respondents become aware of the consequences of consumption, they often do not reflect over their purchases. They ignore it or find ways to make their purchase acceptable. Furthermore, the respondents have a good attitude towards choosing better alternatives and reflecting more over the purchases they make. However, the respondents believed that the personal needs such as looking good, following trends, getting admiration from others, are many times prioritised over being considerate about theenvironment and other people. A person’s living situation also affects how he/she consumes and therefore this is important to consider. The conclusion is that, more knowledge is necessary to influence consumers and it will also make them aware that their actions have consequences. Through discussions more knowledge can be gained concerning the subject. Consumers need to know why they should choose an ecologic product over a regular one and how they can contribute. More information is also needed and companies have to inform about the alternatives and make such products more available. / Program: Magisterutbildning i Fashion Management

The fashion industry has a complex and often ambiguous relationship with the environment. Fast fashion has led to increased waste and harmful production methods, but innovative textile developments have led to more environmentally-friendly clothing production. In the recent decades, eco-fashion has become an evolutionary model that focuses on environmental concerns and an eco-driven consciousness. This Master of Interior Design practicum project proposes a hypothetical eco-fashion design studio in Gastown, Vancouver in order to showcase the conclusive relationship between interior design and eco-fashion. This project employs important conceptions like the body and identity in the design of Gastown Eco-Studio. These themes inform the design process, and the theoretical and methodological considerations demonstrate that the body, as an inhabitant of the built environment can provide a conceptual model for interior design and the related concept of identity can be illustrated through the process of eco-consciousness. / October 2015