Hellre medveten än hållbar? : En kvalitativ studie kring spårbarhet inom mode- och textilindustrin utifrån svensk samtida konsumtionskultur.

Sammanfattning: This bachelor’s thesis is written by Emma Derwinger and Johanna Boman (2023), Division of Fashion Science Studies, Lund University. The study titled “Hellre medveten än hållbar?” aims to analyze and understand the use of traceability within the fashion- and textile industry and how relevant this tool of awareness is for consumers today. Approaching the topic, this paper focuses on an interview with an expert within traceability in the fashion- and textile industry in order to account for the phenomenon and its workings, while our consumer based survey aims to examine how the consumers view traceability and what they think of the processes. The theoretical framework consists of two main theorists; Pierre Bourdieu and Zygmunt Baumann, where we have chosen their concepts of symbolic capital and cultural intermediary. The paper is a qualitative analysis that makes use of findings from our interviews, articles and technical/systematic information about the creation and production of fabric. The study shows that most consumers are interested in traceability and views it as a mindful tool on the road to sustainability. We did however find that most consumers are unaware of what this actually entails, and that they might be more interested in the symbolic value of traceability than its reality. Mostly due to the misinformation or unclear messaging surrounding the subject. The paper concludes that traceability is a useful tool within the fashion-and textile industry as long as it is used and interpreted correctly. Otherwise it leaps a high risk of ending up a green washed trend, and not reaching its goals towards a more conscious industry tool.