Why We Shop : A study of political consumption in regards to fast fashion

Sammanfattning: Purpose – The thesis examines and explains how political consumption is used by a group of students. Three hypotheses were formulated in order to test if information, motivation and social commitment lead to political consumption and if the political consumption behavior differs when buying clothes and groceries. Design/methodology/approach – Questionnaires were formulated and handed out to students attending a basic course in Political Science at Uppsala University. The data from this survey was coded and processed in SPSS in order to test the formulated hypotheses. Findings – The findings in the thesis show that political consumption differs between different industries in the studied population. No compelling evidence was however provided in order to confirm that information, motivation or social commitment lead to political consumption. It does however provide some indications on possible explanations that warrant further research. Research limitations – The results cannot be generalized to a wider population and thus only give indications on how political consumption can be explained. Keywords – political consumption, fast fashion, buycotts, boycotts, social capital