Perceptions of circular economy of fashion amongst young adults
Lindroos, Sohvi; Hyttinen, Neea (2021)
Lataukset:
Lindroos, Sohvi
Hyttinen, Neea
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021052410633
https://urn.fi/URN:NBN:fi:amk-2021052410633
Tiivistelmä
In today's world, global textile industry is one of the largest causes for environmental issues. The current linear system is challenged with circular economy (CE) approach that aims to develop more sustainable systems. In the future, Finland aims to be the fore runner of CE, the fashion industry being one of the main goals in the action plan. In order to achieve more sustainable actions, it becomes vital to research consumer behavior, more particularly young adults.
The thesis is conducted for a commissioner PasilaHUB, a project focusing on developing new consumer business concepts where CE is one of the key objectives. The aim of this research is to gain understanding of young adult's perceptions of CE in fashion context. Additionally, the research strives to recognize how events can be beneficial when trying to enhance positive consumer behavior. Therefore, an event proposal was created for PasilaHUB.
The theoretical framework defines the concept of CE and more specifically how it is applied in the fashion industry. In addition, the theoretical framework addresses the challenges, future actions, and capabilities as well as the situation in Europe and Finland in the context of CE in fashion industry. Moreover, factors influencing sustainable consumer behavior are defined.
The thesis was conducted by gathering theory from academic articles, literature, and previous studies. Furthermore, the research problem was approached by a qualitative research method, using two different focus groups.
The key findings of the analysed data suggest that people are curious about alternatives challenging the traditional linear way of consuming. In the recent years, the mindset has changed towards more sustainable consuming, yet the behaviour does not always follow the sustainable manners. Moreover, based on the focus group findings a suitable event proposal was done. The event proposal aims to combine different elements from the educational to entertaining, meaning that it would be both meaningful and attractive to attend.
The thesis is conducted for a commissioner PasilaHUB, a project focusing on developing new consumer business concepts where CE is one of the key objectives. The aim of this research is to gain understanding of young adult's perceptions of CE in fashion context. Additionally, the research strives to recognize how events can be beneficial when trying to enhance positive consumer behavior. Therefore, an event proposal was created for PasilaHUB.
The theoretical framework defines the concept of CE and more specifically how it is applied in the fashion industry. In addition, the theoretical framework addresses the challenges, future actions, and capabilities as well as the situation in Europe and Finland in the context of CE in fashion industry. Moreover, factors influencing sustainable consumer behavior are defined.
The thesis was conducted by gathering theory from academic articles, literature, and previous studies. Furthermore, the research problem was approached by a qualitative research method, using two different focus groups.
The key findings of the analysed data suggest that people are curious about alternatives challenging the traditional linear way of consuming. In the recent years, the mindset has changed towards more sustainable consuming, yet the behaviour does not always follow the sustainable manners. Moreover, based on the focus group findings a suitable event proposal was done. The event proposal aims to combine different elements from the educational to entertaining, meaning that it would be both meaningful and attractive to attend.