"Made in" where... Do we care? A qualitative study of the influence of Country of Manufacturing among young Danish consumers: A qualitative study of the influence of Country of Manufacturing among young Danish consumers
Translated title
"Made in" where... Do we care? A qualitative study of the influence of Country of Manufacturing among young Danish consumers
Author
Jensen, Dian Natalia
Term
4. term
Publication year
2017
Submitted on
2017-01-31
Pages
66
Abstract
Denne afhandling undersøger, hvilken rolle produktionslandet spiller i unge danskeres beslutninger, når de køber tøj, med særligt fokus på den fase, hvor de vurderer oplysninger før et køb. Studiet anvender en kvalitativ tilgang kaldet hermeneutisk fænomenologi, som søger at tolke, hvordan mennesker forstår og beskriver deres levede erfaringer. Datagrundlaget er ni dybdegående interviews. Resultaterne viser, at deltagerne generelt ikke bruger produktionsland som et tegn på produktkvalitet i deres informationsvurdering. Når der derimod ikke er andre tydelige indikatorer, bliver produktionsland vigtigt som et signal om arbejderes vilkår. Så længe forbrugerne ikke er godt informeret om arbejdsvilkår—f.eks. gennem større gennemsigtighed fra virksomheder—vil den negative effekt af produktionsland fortsat præge deres vurdering.
This thesis examines how the country where clothes are made influences young Danish consumers’ buying decisions, with a focus on the moment when they evaluate information before purchasing. The study uses a qualitative approach called hermeneutic phenomenology, which interprets how people understand and describe their lived experiences. Data come from nine in-depth interviews. Findings show that participants generally do not treat the country of manufacturing as a signal of product quality during their information evaluation. However, when no other clear indicators are available, the manufacturing country becomes important as a cue for workers’ welfare. As long as consumers lack good information about working conditions—for example, through greater transparency from companies—the negative effect of the manufacturing country will continue to shape their evaluations.
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