"Konsumentmakt är bullshit!" : En kvalitativ studie om förhållningssätt och attityder gentemot hållbart mode
Due to increasing global environmental problems, sustainable fashion becomes more present within the fashion market every day. Despite a general environmental awareness in today’s society, research shows that Swedish fashion consumers to a large extent do not buy sustainable fashion. The purpose of the essay is to, through qualitative focus group interviews, examine the gap between consumer values