This document is a thesis submitted by Sarah Christine Deloughery for a Master of Arts in Design Management. The thesis examines how to change the culture and behavioral patterns of adolescents to promote more sustainable fashion consumption. It presents the results of a qualitative study involving teaching sessions on sustainable design and fashion, expert interviews, and a group interview and observation of adolescent girls. The study found that creating lasting cultural change requires knowledge, action, and changing daily practices. Education can help shape adolescents' identities and values in support of sustainability if it is sincere and personalized. However, broader investigation is still needed to understand how to change social norms of consumption.

1. Syddansk universitet &
Designskolen Kolding
Afleveringsdato: 01.06.2016
Antal anslag: 184.297
Normal sider: 76,8
Sarah Christine Deloughery,
Cand. Mag. Designledelse
Master of Arts in Design Management
Vejleder:
Else Skjold
Uddannelse og Forskning,
Designskolen Kolding
Bæredygtighed og Mode –
En undersøgelse af hvordan kultur og handlingsmønstre kan ændres
blandt unge i udskolingsalderen
Sustainability and Fashion –
A study of how culture and behavioral patterns can be changed
among adolescents
Speciale i Designledelse

2. II
Abstract
The
Fashion
industry
is
one
of
the
most
polluting
industries
in
the
world,
both
in
the
manufacturing
and
production
phase,
but
especially
in
the
consumption
of
fashion,
which
pushes
the
industry
towards
an
unsustainable
development.
Consumers
are
constantly
trying
to
renew
themselves
through
consumption
and
this
has
become
a
social
phenomenon
that
we
need
to
change
in
order
to
become
more
sustainable.
Several
changes
can
be
made
to
ensure
a
more
sustainable
consumption
and
as
consumers
we
have
part
of
the
responsibility.
This
study
aims
to
demonstrate
how
the
culture
of
consumption
and
behavioural
patterns
in
regard
to
sustainability
and
fashion
can
be
changed
through
knowledge
creation
and
education.
The
study
focuses
on
adolescents,
since
the
core
values
in
people’s
identity
are
being
developed
and
fortified
at
this
age.
A
change
in
values
lead
to
action,
and
action
leads
to
a
change
in
culture.
Therefore
this
thesis
focuses
on
sustainability,
fashion,
identity,
consumption,
learning
and
cultural
change,
to
achieve
a
change
in
consumer
practice.
The
study
builds
on
a
qualitative
research
approach,
and
throughout
the
study
several
interviews
and
observations
were
conducted.
Three
teaching
sessions
were
observed
regarding
respectively
sustainable
design,
fashion
and
identity.
Two
expert
interviews
were
conducted
with
special
focus
on
teaching
and
sustainability.
Furthermore
one
group
interview
with
five
adolescent
girls
was
completed.
They
were
also
observed
non-­‐reactively,
through
video
presentations
of
their
shopping
behaviour,
which
they
provided
themselves.
This
study
proposes
several
areas
of
interest.
Therefore,
the
analysis
considers
the
theoretical
perspectives
and
suggests
multiple
areas
that
needed
to
be
considered.
The
comprehensive
nature
of
the
research
topic
requires
numerous
actions
for
a
change
to
take
place
regarding
a
move
towards
sustainable
practices
of
consumption.
Through
the
research
it
is
suggested
that
in
order
to
become
a
sustainable
fashion
consumer,
we
need
to
change
all
of
our
daily
practises
that
interplay
with
our
fashion
items.
Creating
change
in
culture,
behavioural
patterns
and
practises
first
of
all
requires
knowledge
of
what
needs
to
be
changed.
Secondly,
this
knowledge
must
be
translated
into
action.
The
lengthy
and
complicated
transformational
process
goes
through
at
least
four
phases.
The
process
and
its
outcome
might
be
influenced
by
various
factors.
For
the
change
to
take

3. III
place,
a
number
of
parameters
are
identified,
namely
realistic
goals,
the
balance
between
theory
and
practice,
reflection,
motivation,
social
and
situational
circumstances,
political
and
familiar
support
and
most
importantly
the
connection
between
the
problem
area
and
the
everyday
life.
Education
plays
a
significant
role
in
this
process.
If
the
education
entails
sincerity
and
a
vantage
point
of
individualism,
the
outcome
can
form
the
identity
of
young
individuals
and
thereby
help
change
the
culture
around
sustainability
and
fashion.
Essentially
the
process
must
use
the
adolescents’
own
daily
life
and
practises,
for
the
behavioural
patterns
to
be
changed.
But
all
of
the
parameters
mentioned
above
must
become
symbiotic
for
the
process
to
reach
its
goal.
Constant
renewal
has
shown
to
play
a
significant
part
in
fashion,
identity
and
consumption.
In
order
to
carry
out
more
generalizable
results,
this
research
field
requires
further
investigation.
It
is
suggested
to
study,
how
we
can
change
what
is
socially
acceptable
in
order
to
change
the
way
we
consume.