Finnish consumers in the furniture sector towards the circular economy – a consumer culture theory approach
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School of Business |
Master's thesis
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Date
2024
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Mcode
Degree programme
Marketing
Language
en
Pages
46 + 3
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Abstract
The development of the circular economy extends to several industries, including the furniture industry. With the issue of wasteful consumption, consumers are deemed to be the key enabler of the circular economy in the furniture context, hence the focus on consumer-centricity in this paper. In the Finnish context, previous research has shown key consumer motivations and deterrents among consumers in making more sustainably-conscious consumption choices. However, there is a clear neglect in the study of consumer identity projects in the furniture sector and the intricate influences on the adoption of circular practices. The paper then aims to investigate the consumer identity projects that contribute to the development of the CE in Finland by answering these questions using the frameworks from consumer culture theory and the consumer circularity model: What are the furniture consumption methods that Finnish consumers use? What consumer identity projects influence those methods? Studying Finnish consumers in this direction can help depict the meanings and discourses surrounding each furniture buying and discarding choice. With the goal to study the circular economy perspectives of young and highly educated Finnish consumers, the paper targets Bachelor, Master students, and recent graduates in the capital region of Finland in the form of in-depth and semi-structured interviews. This qualitative approach unlocks deep-rooted motivations and deterrents of adopting CE practices that stem from personal values, family culture, community and national influences. The findings from the interviews confirm the emerging themes of conformed identity, value-based identity, and green identity. These are followed by several consumer identity projects being found, having both positive and negative effects on the willingness to adopt circular practices in the furniture sector. These include: self-contamination, loss of self, merged self, self-restoration, past self, ascribed identity, social identity, family self, and acquired identity. The paper highlights that while performing a conformed identity, Finnish consumers take part in both solid and liquid consumption. If further contributes to the identity-driven discussion of the circular economy, in which the conformed identity closes the loop in the circular economy with several liquid disposal methods such as resell, donate, give away, and at the same time, enlarges this loop with solid acquisition and usage methods such as reduce, hoard, care, repair, and restore. Moreover, value-based identity is another identity that was revealed across the four levels of self and the disposition process. The value-based contributions to the identity discussion are the use value by maintaining the longevity of the items, increased resale value by owning high quality items or taking great care of furniture, social value by disposition based on social needs, and increased creative and artistic self with restoring furniture. Finally, green identity emerges as a constant in intensive care for furniture, the frequent use of recycling centers, the peer bond, and respect for nature. Based on these findings, the author proposes the circular identity model in the furniture sector. Several implications are discussed to eliminate the identity-driven deterrents of the circular economy. First, professional cleaning of used furniture before resale to acknowledge the fear of contamination. Second, more promotion of circular practices through education and design innovation to tackle the over-reliance in parental support for fixing and restoring furniture. Third, collaborative recycling practices between furniture producers and recycling centers can improve the retrieving system. Finally, marketing tactics towards circularity can target both the father and mother of the modern household, as the mother no longer holds the sole power in decision making. Hence, by understanding the consumer identity projects through various levels of self that dictate consumer behaviors, businesses, marketers, and policymakers can tailor strategies to encourage and facilitate the transition towards a more circular approach to furniture consumption.Description
Thesis advisor
Weijo, HenriKeywords
circular economy, consumer identity projects, the furniture industry, consumer culture theory, Finnish consumers, sustainability