In the postmodern society we live in whereby citizens create their unique identities and sense of belonging not by whom they associate with but rather with what they consume (Arrow & Dasgupta, 2009; Berner & Van Tonder, 2003; Kacen, 2000). Addressing the fast-paced lifestyles postmodern consumers are leading and the impact thereof on the natural environment is in many political, economic, academic and social circles high on the agenda (Benton & Ferry, 2010). Studies relating more specifically, to the true impact of consumer behaviour on the environment and the ultimate sustainability thereof for future generations is becoming of great importance. In order to assure future generations the same quality of life and access to natural resources it becomes paramount that investigation sets forth the behaviour of consumers today. This study investigated postmodern consumers’ consciousness of climate change and subsequent food procurement practices. The research identified certain sustainable consumption practices and uncovered very clear deficits with regards to consumers’ knowledge of climate change. Overall results revealed that most consumers either portray or aspire towards lifestyles that reflect luxury and convenience. It was found those who were willing to live more sustainably struggled to do so due to societal pressures, poor support and a knowledge deficit in terms of mitigating skills. This research further discovered that the current lifestyles postmodern consumers’ aspire to encourage very definite changes in terms of gender roles (i.e. more women competing on par with men), which have detrimental effects on their ability to lessen unsustainable behaviour. Recent literature states that women should be viewed as positive agents of change due to their prominent role in socialising their household members (Buckley, Cowan, McCarthy, & O'Sullivan, 2005) and therefore a portion of the research focused on the specific contribution or lack thereof females have toward sustainable consumption practices within a postmodern society. However, this research identified that with a proper knowledge of sustainable consumption practises and mitigating skills the postmodern consumer is able to have a profound impact on curbing the detrimental effects of unsustainable practices and therefore rightfully deserves more attention. / Dissertation (MA)--University of Pretoria, 2014. / lk2014 / Consumer Science / MA / unrestricted

Background:  The comfort of buying online satisfies consumers more than the traditional way of shopping in stores. Buying fashion online is highly influenced by consumers' fashion consciousness and their personal values which enhances the willingness and dependence to buy new products. Emotional needs come from moral emotions and can be felt frequently by consumers in the thought of purchasing, and can interfere with the sustainability aspects.    Purpose: The purpose of this study to understand how moral emotions can shape the consumers decision making in regards to consumption of fashion. Since sustainability awareness is increasing, the study further aims to investigate whether or not this aspect will further have an effect. Methods:  The research is a qualitative study, which is made by semi-structured interviews of different consumers with different buying behaviour. It is analysed with a deductive and inductive approach to thematically analyse and enable an interpretative method to find differences, themes and new experiences.  Conclusion: There is evidence on moral emotions affecting the decision-making of fashion purchases. It does not necessarily shape a sustainable consumer behaviour but rather find obstacles for the consumers to act according to their own ethical obligations.

As the world moves towards a more sustainable future and consumers begin to research more sustainable ways to consume, many turn to second hand for purchasing apparel due to its supposed minimal effect on the environment. The second hand market is rapidly growing but research surrounding the implications of its growth is scarce. This study aims to research consumer habits in the second hand fashion market in Sweden. More specifically, if the Swedish second hand consumption reflects the fast fashion way of consuming, meaning purchasing vast amounts of apparel for minimal use. The study utilizes a mixed method of collecting data, both a qualitative and a quantitative method. A survey and interviews were conducted, mapping the consumption habits of second hand apparel of Swedish people in their early twenties. The results show that second hand consumption has some similarities to the fast fashion way of consuming but there are still several differences. There were signs that the second hand market is moving towards excessive consumption practices which the fast fashion industry has been criticized for in the past. The key similarities between second hand fashion consumption and fast fashion consumption observed in the participants were impulse buying, minimal usage of products, seeking trendy items and gaining hedonic pleasure.