Dawall, Amalie Elisabet

Jensen, Josefine Flyvholm

Ladegaard, Emma Skjødt

Lamptey, Sandra Lamile

Larsen, Selma Leonora Lindgaard

Sørensen, Julie Vastila

Vangkilde, Laura Frimundt

This project seeks to explore the relevance of climate change on young Danes’ consumption of clothes, and to what extend identity, social media and culture play a role in this connection. We will in this process be working with five hypotheses based on the historical hermeneutics. We are going to analysis a focus group interview based on a number of thematics. Through this analysis we will explore the connection between climate awareness and consumption of clothes in our informants, as we assume that there is any inconsistency between the two. This we will do to create a standpoint for saying something about the connection from a broader perspective.The analysis is based on Richard Jenkin’s theory on social identity, Leon Festinger’s theory on cognitive dissonance, and Pernille Tanggaard Andersen and Michael Hviid Jacobsen’s defini-tion of culture. Furthermore, we use Helga Dittmar and Michael R. Solomon’s definitions on materialism and consumer behaviour, as well as Geoffrey Beattie and Laura McGuire’s use of the concepts Spatial bias, Temporal bias, system 1 and 2, social bias, optimism and pessimism, and communicative strategies. Through the analysis, we can conclude that our informants are affected by their social surroundings and influencers on Instagram, in their consumption of clothes and awareness of climate change. Afterwards, the project will discuss what exactly climate-friendly consumption of clothes is, and how we best try to accommodate these.The project succeeds in its exploration of the paradox between young Danes increasing con-sumption of clothes and the heightened awareness on climate change. We manage to confirm or deny most of our hypotheses. However, there are a few of our hypotheses that can’t be confirmed nor denied, due to conflicting views in our analysis and discussion. To confirm or deny these, further research would be needed

Consumer culture vs. climate awareness

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Roskilde Universitet