Contextualizing slow fashion – disentangling meanings of sustainable clothing consumption among young professionals
Research on the slow fashion consumer and their identity formation through clothing consumption is scarce. This qualitative study aim to contribute with insights into slow fashion and sustainable clothing consumption from a consumer perspective. This study has been informed by theories of consumer identity and status within the Consumer Culture Theory framework. The following research question guided the study; How do young professionals make sense of slow fashion and sustainable clothing consumption? To answer the research question phenomenological interviews, along with a diary approach, were conducted. The data was analyzed with an interpretive hermeneutic approach and the results show that the consumers are engaged in tensions between their sustainable identity and their fashion interest. The findings show that young professionals are pursuing a professional identity, whilst pursuing and illustrating their sustainable clothing consumption to others. The findings indicate that sustainable clothing offers status to the consumers, and their consumption was guided from their pursuit of an ego-ideal; being sustainable in all matters of life.
MSc in Marketing and Consumption