Lånad Identitet - En kvalitativ studie om konsumenters inställning till tillgångsbaserad klädkonsumtion

Sammanfattning: Previous studies have shown that there exists a gap between purchase intention and behavior in consumption situations. This gap is especially prevalent for sustainable or green products and even more so in terms of sustainable apparel consumption. Therefore, the adoption of sustainable fashion remains low as fast fashion dominates the industry. A counter-movement for mass consumption - access-based consumption - has reached the apparel industry and in Sweden we see it in the form of clothing libraries. This qualitative thesis uses in-depth interviews to uncover the feelings of seven consumers towards the idea of accessing rather than owning their clothing as a more sustainable consumption form, factoring in the strong identity connection that we have to our clothes and how this affects their perceptions. We find that the intimate nature of clothing gives rise to a fear of contagion, both of a physical and more associative character. This phenomenon is perceived as hindering the adoption of the idea of accessing rather than owning clothing.