Ny konsumtion av gamla kläder
? En studie om konsumenters miljömedvetenhet och motiv till att köpa second hand kläder på Myrorna
Consumption. Environmental awareness. Clothing. Second hand.Konsumtion. Miljömedvetenhet. Kläder. Second hand.
The world?s consumption is increasing at an accelerating rate and it´s produced and consumed more goods and services than ever before. A large part of people's consumption consists of clothing that is bought and discarded increasingly leading to a number of environmental problems such as global warming, pollution, loss of biodiversity and the depletion of natural assets. One way to save the earth's resources is to buy used clothing, so called second hand, instead of new ones. The store chain ?The Ants? (in Swedish ?Myrorna?) has specializing in second-hand goods and sells, among other things, clothes. This study examined consumers' motive for shopping second-hand clothing on The Ants and examined whether this is related to consumers' environmental awareness and their choice to buy second hand clothes on The Ants. The shop staffs experience of the customer's environmental awareness was also examined. The methods that were chosen were surveys that The Ants customers filled out and interviews with store employees.The results showed that consumer´s motive to buy second-hand clothing on The Ants was mainly due to the cheap price and then because of their environmental awareness, customers were relatively environmentally aware and knew that the clothing industry contribute to environmental problems. The consumers felt that they received too little information about the problems and they would like to know more. The result also showed that consumers don´t act according to this awareness as very few of them asked questions to the staff about their clothing production or work with sustainable consumption and the environment. The Ants shop staff experienced the same thing since they rarely or never received any questions from customers about clothing and its environmental problems. Customers also bought more new clothes than second-hand clothing.