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En undersökning om miljömärkning av kläder på en e-handelsplattform
KTH, School of Electrical Engineering and Computer Science (EECS), Media Technology and Interaction Design, MID.
KTH, School of Electrical Engineering and Computer Science (EECS), Media Technology and Interaction Design, MID.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A study about eco-labelled clothing in an online store (English)
Abstract [en]

The purpose of this study is to investigate whether an information gap exists between Lindex way of displaying sustainable choices for clothes on their web shop and what the customer perceives the meaning as. The focus is also to discuss if there would be useful for the consumer of a more specific sorting system when it comes to sustainable aspects and online purchases of clothes. The study was conducted with students as a primary group and Lindex web shop as the primary testing environment. The data was collected through a survey of students taking the course DM1578 Programintegrerande kurs i Medieteknik at KTH Royal Institute of Technology. The results show that there is an information gap between the meaning of Lindex sustainable tag and how our user group perceived it. It also shows that our target group had different opinions on which of the sustainability factors, social and ecological, were of importance. Due to the fact that the test subjects were students, the results cannot be generalized to a wide population. The study provides insight in how environmental attitudes towards the clothing industry looks like among students and what could be improved in order to make the consumer gain more knowledge about the clothing production as well as reevaluate their decisions when shopping online in favor for sustainability.

Abstract [sv]

Syftet med studien var att undersöka om ett eventuellt informationsglapp existerar mellan hur konsumenter uppfattar Lindex hållbarhetsmärkning på dess internethandel och vad den egentligen har för betydelse. Fokus har även lagts på att diskutera om ett filtreringssystem skulle vara till fördel för att öka konsumenternas förståelse kring hållbarhet och dess olika aspekter. Data samlades in genom en enkät som skickades ut till studenter som går kursen DM1578 Programintegrerande kurs i Medieteknik på KTH Kungliga Tekniska Högskolan. Resultatet visar att ett informationsglapp existerar mellan vad konsumenter tror att företagets hållbarhetsmärkning innebär samt vad den egentligen innebär. Resultatet visar även att skillnader existerar mellan studenternas sätt att se på hållbarhetsfaktorer, ekologiska och sociala, som mer eller mindre viktiga vid inköp av kläder. Då testpersonerna var studentergår inte en generell slutsats att dras. Studien ger en inblick i huruvida attityder kring hållbarhet inom klädindustrin ser ut bland studenter samt vad som kan förbättras hos företagen för att öka förståelsen kring hållbarhet hos dessa. Detta för att få konsumenter att handla mer hållbart.

Place, publisher, year, edition, pages
2018.
Series
TRITA-EECS-EX ; 2018:291
National Category
Media Engineering
Identifiers
URN: urn:nbn:se:kth:diva-231154OAI: oai:DiVA.org:kth-231154DiVA, id: diva2:1222883
Subject / course
Media Technology
Educational program
Master of Science in Engineering - Media Technology
Supervisors
Examiners
Available from: 2018-10-08 Created: 2018-06-23 Last updated: 2018-10-08Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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  • vancouver
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  • de-DE
  • en-GB
  • en-US
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  • Other locale
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Output format
  • html
  • text
  • asciidoc
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