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Access-Based Consumption of Clothes: Ownership, Attachment, and Identity

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Weijo, Henri
dc.contributor.author Kerkelä, Iina
dc.date.accessioned 2018-08-01T13:51:01Z
dc.date.available 2018-08-01T13:51:01Z
dc.date.issued 2018
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/33020
dc.description.abstract Whereas ownership has traditionally been central to consumption, consuming objects by accessing them rather than owning is becoming an increasingly attractive alternative for consumers. Access- based consumption is seen to liberate consumers from the obligations of ownership and allow them to experience something they normally could not. The purpose of this study is to explore the phenomena of access-based consumption and gain understanding on the nature of ownership in access-based consumption and its relation to consumers’ identity work. The study is conducted in highly visible and highly symbolic consumption context of clothing, which is assumed to enrich our understanding on the phenomena. The study relies on the consumer research literature of construction-through-consumption and liquid consumption. The study is qualitative and interpretive in nature, relying on semi-structured in-depth interviews of seven clothing library users as the main data collection method. Materiality is added as an additional layer to the study through relying on the method of wardrobe interviews. Wardrobe interviews are employed in order to better understand the person-object relationships. The study deepens our understanding on how objects within the realm of access-based consumption are employed in consumers’ identity narratives and what kind of interplay they have with the objects belonging to one’s own wardrobe. By building on the literature of construction-through- consumption, this study suggests that access-based consumption may provide consumers with unique opportunities for identity expression, identity experimentation, and reaching for desirable identities that are out of consumers reach in traditional ownership. Ownership is found to be an important source for constructing coherent identities. This study adds on our understanding of the nature of ownership in access-based consumption as it illustrates how consumers may form attachment with access-based goods and how they aim to control it. Lastly, this study expands our understanding on managing wardrobe as a clothing collection by illustrating the interplay of liquid, access-based clothes with the solid core of clothes collection, and by suggesting how liquid consumption may help consumers in managing coherent wardrobes. en
dc.format.extent 52
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Access-Based Consumption of Clothes: Ownership, Attachment, and Identity en
dc.title Jakamiseen perustuva vaatteiden kulutus: Omistajuus, kiintymys ja identiteetti fi
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword access-based consumption en
dc.subject.keyword collaborative consumption en
dc.subject.keyword consumer culture en
dc.subject.keyword identity en
dc.subject.keyword ownership en
dc.subject.keyword clothing library en
dc.identifier.urn URN:NBN:fi:aalto-201808014421
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 kulutus fi
dc.subject.helecon kuluttajakäyttäytyminen fi
dc.subject.helecon kuluttajat fi
dc.subject.helecon elämäntapa fi
dc.subject.helecon identiteetti fi
dc.subject.helecon vaatteet fi
dc.ethesisid 17287
dc.location P1 I fi

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