The purpose of this study was to better understand how consumers of fast fashion clothing with different shopping motivations consider sustainability during their purchase. The different shopping motivations are hedonic and utilitarian, which are respectively the emotion of shopping and the function of shopping. The main question for this research was “How do consumers of fast fashion clothing with different motivations (hedonic or utilitarian) consider sustainability during their purchase?” This qualitative research made use of 11 focus groups and a total of 44 participants to obtain in-depth data. The participants were divided into whether their main shopping motivation was hedonic, or utilitarian based on how they answered specific questions. The answers from both groups were compared with each other to find possible differences. When weighing the evidence and conclusions from the research, it appears relatively likely that there are no significant differences between consumers with a hedonic main shopping motivation and consumers with a utilitarian main shopping motivation. This leads to the conclusion of the main question, which is that there is no difference in how consumers of fast fashion clothing with different motivations consider sustainability during their purchase.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-61337 |
| Date | January 2023 |
| Creators | Tekergül, Ezgi, Koning, Anna Frederique Leonie |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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