To Keep or Discard? A Cultural Approach to Decluttering Possessions

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Tillotson, Jack
dc.contributor.advisor Toyoki, Sammy
dc.contributor.advisor Schouten, John Kasurinen, Paula 2017-02-14T08:47:51Z 2017-02-14T08:47:51Z 2016
dc.description.abstract Decluttering practitioners and organizational gurus have emerged to guide consumers on how to manage their possessions and the home environment. For instance, the KonMari Method for decluttering and tidying one’s home by discarding and organizing possessions has created a lot of buzz among consumers, also in Finland. This study aims to provide insights on how decluttering relates to consumers’ relationships with their possessions, and what kinds of meanings are attached to clutter and decluttering. Moreover, as decluttering has been previously studied as part of the voluntary simplicity lifestyle in the stream of consumer and marketing research, the aim is also to understand whether decluttering possessions is part of a larger shift towards simplicity and non-materiality in consumers’ lifestyles. In order to holistically understand the phenomenon of decluttering one’s home from a cultural perspective, nine interviews with Finnish consumers and an analysis of relevant decluttering self-help literature were conducted. The data was analysed using a hermeneutic approach. The findings suggest that although discarding possessions is one of the most significant elements in decluttering projects, a lot of emphasis is also placed on the items that remain after decluttering. Clutter and decluttering also appear to relate to the culturally constructed views on order as something to aspire after and maintain, and disorder as something to be avoided. Decluttering was further portrayed as making everyday life easier. The meanings related to clutter and decluttering also extended beyond the material home environment, as both were associated with social and conceptual meanings. According to the findings of this study, consumers may also simplify their possessions without adopting the voluntary simplicity lifestyle. en
dc.format.extent 81
dc.language.iso en en
dc.title To Keep or Discard? A Cultural Approach to Decluttering Possessions en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword possessions en
dc.subject.keyword disposal en
dc.subject.keyword decluttering en
dc.subject.keyword clutter en
dc.identifier.urn URN:NBN:fi:aalto-201702142346
dc.type.ontasot Master's thesis en
dc.type.ontasot Maisterin opinnäyte fi
dc.programme Marketing en
dc.subject.helecon markkinointi fi
dc.subject.helecon kuluttajakäyttäytyminen fi
dc.subject.helecon koti fi
dc.subject.helecon tavarat fi
dc.subject.helecon elämäntapa fi
dc.subject.helecon organisaatio fi
dc.subject.helecon muutos fi
dc.ethesisid 14819
dc.location P1 I fi

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