Klädkonsumtion : En studie om mäns och kvinnors klädkonsumtion

Sammanfattning: The purpose of this essay is to create a greater understanding of how the upbringing can affect young people’s clothing consumption when in charge of their own money. This essay also aims to create a greater understanding of the differences and similarities in clothing consumption between young men and women. This essay was conducted as a qualitative study in order to create a more profound understanding of the respondent’s views on their consumption behavior. The interviews were conducted with four young fashion-interested individuals, consisting of two female and two male respondents. The essay is based on these interviews and previous researches that can be found in the study. The theories for this study are used from a sociological perspective and are mainly focused on socialization as well as the theory of ”Doing Gender”. These theories have been applied from a gender perspective in order to be able to explain how gender can affect individual’s clothing consumption. The result shows that upbringing as well as individual characteristics explains differences and similarities among men and womens’ clothing consumption. As researchers we claim that the further we look ahead into the future, the more we will find that clothing consumption will be more based on individual preferences rather than based on gender.