Appreciation of Intrinsic Value – In the Context of Fast Fashion
Abstract: In this thesis we examine the prevailing dilemma concerning fast fashion and an increased attitude-behaviour gap. Many previous studies have explored the subject of fast fashion and also tried to solve the problem with the attitude-behaviour gap. We want to take this a step further by investigating what influence fast fashion may have on consumers' perception of value. By exploring this we hope to gain further knowledge concerning the attitude-behavior gap.Our focus is on young female consumers, since previous studies show the likelihood of the gap between intent and action being the largest in this consumer group. To a certain extent it can be explained by their frequent purchase of fast fashion, but also the fact that younger consumers are more influenced by fashion press and celebrity culture. This study is foremost based on qualitative research and is completed with the use of two focus groups, as well as a more quantitative research in the form of a content analysis of the Swedish fashion magazine, Sofis Mode. The study has a deductive approach.The theoretical perspectives consist of theories concerning value; value in relation to price and the concept of value. We also present a redefined model of perceived value. The results show evidence of increased focus and exposure of low priced fashion and that the low perceived monetary price has a significant impact of consumers‟ perceived value of clothing. The focus on selling low price instead of value inclines that clothes have lost its intrinsic value, as a result making clothes easily replaceable. Our study further shows a smaller attitude-behaviour gap among consumers with a high knowledge of textiles and textile production.
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