Consumers' justification of unsustainable fashion consumption

Background. Lack of knowledge why consumers carry out unsustainable fashion practices inspired the following thesis to explore the phenomenon from a socio-cultural perspective. Although previous studies in green consumption explored to some extent how and why people consume green products, the research in the field is still underdeveloped. An extensive literature review demonstrated a limited understanding on why consumers consume fashion unsustainably. Purpose. The purpose of this thesis is to explore how and why people do not consume fashion sustainably by discovering meanings that some non-sustainable consumers ascribe to green fashion consumption. Methodology. An ethnographic methodology based on a qualitative research tradition was applied in this study. The research question was answered with a combined method approach of ethnographic observations of consumer wardrobes and ethnographic interviews with nonsustainable fashion consumers. Results. This thesis presents that non-sustainable consumers ascribe different identity-related and experiential meanings to sustainable fashion consumption. Through attaching negative meanings to green fashion consumption, such consumers justify their individual fashion consumption style and continue to carry out unsustainable fashion practices. Originality/value. The findings of the study contribute to the emerging field of socio-cultural retailing. Additionally, through exploring different meanings, the thesis supports the knowledge development in the field. The results of the study also contribute to the understanding on why consumers do not carry out green fashion consumption practices. Keywords: fashion; identity; consumption; experiential aspects; eco-communities (Less)