Medvetenheten kring hållbarhet har ökat och blivit allt viktigare både för kunder men också för samhället i stort. Därför har också vikten för företag att kommunicera sitt hållbarhetsarbete ökat. För att möta kundernas behov bör man därför som företag veta vilka attityder till, och vilken typ av hållbarhetsarbete som kunderna vill ha och förväntar sig. Detta är inte minst viktigt för modeföretag då branschen kännetecknas av ökad konsumtion och snabbare trender men samtidigt står inför globala och miljömässiga utmaningar. Syftet med studien är att erhålla ökad kunskap om modekunders attityder till hållbarhet i textilbranschen generellt och kunder till företaget Monki specifikt, samt att undersöka hur dessa kunder vill ta till sig hållbarhetskommunikation. Utifrån syftet och Monkis intresse ämnar studien att besvara frågan om vilka attityder Monkis kunder har till hållbarhet och om deras attityder skiljer sig gentemot andra modekunders attityder. Studien avser också att besvara hur kunderna vill ta till sig hållbarhetskommunikation och om det finns attitydskillnader till hållbarhet inom Monkis kundgrupp. Empirin som verkar som underlag till analysen vilken i sin tur ämnar uppnå syftet, är insamlad med hjälp av enkäter vilka totalt 100 respondenter besvarat. Den insamlade empirin har analyserats med utgångspunkt ifrån den teoretiska referensramen som behandlar områdena; attityder, modekonsumenter samt grön marknadsföring. Resultatet från enkätstudien visar att samtliga respondenter är relativt enstämmiga i dess attityder till hållbarhet, dock är Monkis kunder något mer skeptiska till textilföretagens hållbarhetsarbete och har i något större grad än övriga kunder en önskan om att textilföretag skall arbeta mer för hållbarhet än de gör idag. Resultatet visade också att kunskaperna i ämnet är spridda hos respondenterna generellt och gällande hållbarhetskommunikation var respondenterna mest intresserade av att få information av den karaktären kommunicerat via bilder och visuella intryck från företagens butiker. Studiens slutsatser är att det finns en viss skillnad mellan Monkikundernas attityder till hållbarhet och övriga kunders. Det gick också att urskilja olika kundtyper inom Monkis kundgrupp som hade olika attityder. Utifrån studiens empiri, analys och slutsatser togs det fram rekommendationer till Monkis fortsatta hållbarhetsarbete, men också till modeföretag generellt gällande hållbarhetskommunikation. Dessa var att agera tydligt och förklarande via visuell hållbarhetskommunikation genom företagets butiker. The awareness of sustainability has grown and become increasingly important both for customers but also for the society at large. Because of this, the importance for companies to communicate their sustainability efforts has become essential. To meet the customers’ needs the companies have to determine which attitudes their customers have to sustainability and also which types of sustainability effort that is expected. This is particularly important for fashion companies since the textile industry are characterized by increased consumption and fast-fashion but at the same time facing global and environmental challenges. The purpose of this study is to obtain more knowledge about fashion consumers’ attitudes towards sustainability in the textile business in general and consumer to the fashion company Monki in specific and also to explore how these customers prefer to acquire sustainability communication. Based on the purpose and Monkis interest the study tends to answer questions such as which attitudes towards sustainability Monkis consumers have and how they differ from other fashion consumers’ attitudes and also how the consumer wishes to acquire sustainability communication. The study also intends to answer if there are differences in attitudes within Monkis customer group. The empiric that acts as a basis for the analysis, which in turn intends to achieve the purpose, was gathered using surveys, which a total of 100 respondents answered. The collected empirical data has been analysed on the basis of the theoretical framework, which covers the areas of: attitudes, fashion consumers and green marketing. The result of the survey show that all respondents are fairly united in their attitudes to sustainability, however the result also showed that Monkis customers where more sceptical of the fashion companies sustainability efforts today and had a greater desire that the companies would work more with sustainability. The result also showed that the knowledge of sustainability was scattered among the respondents, and if sustainability communication was used the respondents preferred to receive the information visual through images from the companies stores. The conclusion of the study was that there was a difference between Monkis customers’ attitudes and other customers’ attitudes to sustainability. It was also possible to distinguish that different customer types within Monkis customers group had different attitudes. Based on the study´s empirical data, analysis and conclusion there were made a few recommendations to Monkis future sustainability effort, but also to textile companies in general concerning sustainability communication. These were to communicate clearly and explanatory via visually concepts through their stores. / Program: Textilekonomutbildningen

Sustainable consumption is seen as a crucial political issue on the global agenda by politicians, the scientific community, and citizens who are worried about unsustainable consumption. However, several studies have shown that some consumers with "green" values do not consume sustainably – there is often a gap between attitude and behavior. One explanation is that the commitment to sustainable consumption is discouraged by barriers to action. For example, the supply of sustainable goods may be inadequate or the products too expensive. Such goods may be perceived as ineffective in their purpose to promote sustainable development, or perhaps it is believed that there are not enough other people who consume sustainably to make the individual effort worthwhile. However, some studies have indicated that there are also "reverse gaps". That is, there are people who are not particularly motivated to engage in sustainable consumption, but who do so anyway. The study examines why consumers sometimes engage in sustainable consumption (operationalized as a choice of environmental and Fairtrade certified products) but do not at other times. Research questions include which individual prerequisites (motivation and resources) are important for sustainable consumption, how they are distributed among citizens in Sweden, and finally whether perceived opportunities for sustainable consumption can form not only barriers but also "bridges" for engagement and how these are formed. The latter could explain the "reverse gaps" mentioned above. The author builds on the discussion about the challenges that sustainable development poses for the concept of citizenship. Researchers argue that sustainable development requires a transformation of traditional citizenship theory into a "sustainable citizenship". This is not limited by nation-state borders, takes into account past and future generations, and is open to the idea that responsibility-taking can, and sometimes should, be carried out in the private sphere. The dissertation is based on quantitative analysis of a (Swedish) representative survey and shows how consumers can be divided into different clusters based on their individual prerequisites: "Capable Critics", "Capital Weak Critics", "Conditionals" and ”Skeptics". Even if it is only the Capable Critics who have both the high motivation and a high level of resources that theoretically could be assumed to be necessary, there are a significant amount of consumers who choose environmental and Fairtrade labeled goods regularly across all clusters. These types of consumers encounter bridges to action by particularly positive perceived opportunities that make the engagement a little less demanding on individual prerequisites. The bridges are not the same for all clusters though. Their particular approach to sustainable consumption determines which factors are most important. / Det hållbara medborgarskapet