REPLACE OR REPAIR? -A study of if fast fashion repair concepts like H&M Take Care can affect the intentions to repair clothing

University essay from Göteborgs universitet/Företagsekonomiska institutionen

Abstract: Overconsumption and an increasing disposal of clothes is a troublesome development in thefast fashion industry, where millennials are major contributors. As there is a need for a majorshift towards more sustainable consumption, product-service systems in the shape of in-storerepair stations, like Take Care by H&M, is interesting to investigate. Since Take Care’s maintarget group is young trendy females, their intentions to use such a service has been exploredthrough the use of the theory of planned behaviour. The research questions being answered inthis study is; can repair-stations like H&M Take Care affect the intentions to repair clothingamong females of the millennial generation? And, are there any thresholds for the success ofsuch a concept? The research questions has been answered through a qualitative researchconsisting of 20 semi-structured interviews with females of the millennial generation to explainthe underlying mechanisms of their behavioural intentions. The research contributes to theexisting literature of sustainable consumption, fast fashion, and product-service systems byexplaining the behavioural intentions and barriers of a certain generation through animplemented sustainability initiative. The main findings of this research are that price, timeand accessibility are the major thresholds in the use of an in-store repair station, but that thereis an overall positive attitude toward the implementation of a service of this kind, and theservice provider. However, many of the respondents do not feel that they have the need to usesuch a service. This gives implications for the positive effects of implementing an in-storerepair station as a fast fashion retailer, but also raises a concern regarding how much of a needthe consumers feel to use it when implemented. Consumers might still not feel a robust enoughincentive to choose the environmentally friendly alternative of repairing when simply replacingis so proximate.

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