Vad har påverkat utvecklingen av den etiska klädmarknaden? - En jämförande kvalitativ studie av Storbritannien och Sverige

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There is a growing interest for ethical consumption, in general as well as in the clothing industry. The consumption of ethical clothes is a complex phenomenon though, where aspects such as quality, style, function, price, time assets, accessibility and ethical attitudes affect the decision making. Researches that have been executed show the diversities in development between different countries. There are fairly strong indications that the ethical clothing market is more advanced in the United Kingdom than in Sweden and therefore these two countries are objects of this research. The aim with this thesis is to describe and explain what have affected the development of the ethical clothing market in the United Kingdom compared to Sweden. For that reason a qualitative approach has mainly been used, where deep interviews with people within the ethical clothing industry have contributed to most of the empirical part. As a complement secondary data such as statistics of the two countries have been used in order to investigate our area. One useful tool, among others, to investigate the macro environment is the SLEPT model. With this model the surroundings are being evaluated within the areas of social/cultural, legal, economical, political and technological factors. They influence differently on the possibility for new companies and businesses to operate and the factors can all together contribute to a better understanding of the market environment. Population, income levels, Internet usage, political government and legislation regarding the environment and business are data that have been studied in this thesis. Sweden and the United Kingdom are rather similar when it comes to economical, political, legal and technological aspect, why the social/cultural differences are more distinct. The index of national culture, created by Hofstede (2005) helps to explain some of t...