Swedish Consumers’ Stated Willingness to Pay for Outerwear with an Included Repair Service

Sammanfattning

The thesis explores whether Swedish consumers value outerwear sold with an included repair service with the motive of supporting the transition towards a more sustainable fashion industry. In addition, to foster sustainable consumption and production patterns which align with the United Nations Sustainable Development Goals. This study is further associated with the EU Ecodesign for Sustainable Products Regulation and the upcoming EU regulation concerning the Extended Producer Responsibility. A mixed-method approach is used for the methodological framework. Qualitative semi-structured interviews are used as a pre-study to explore attributes and levels for the main quantitative Discrete Choice Experiment survey study. The Discrete Choice Experiment method integrates with the theoretical framework through the application of the Willingness to Pay estimates. A convenient sampling method, in combination with a snowball sampling method, is applied. The findings from the survey show implications for educated young urban women, a group with significant environmental impacts due to their clothing consumption. The 129 respondents showed a stated Willingness to Pay of an additional 35.6% or 562.30 SEK for outerwear with an included repair service. The calculations are based on the average price 1579.60 SEK the respondents in the survey pay for outerwear. The findings show that longer waiting times decrease the amount of money the respondents want to pay for the service. The stated Willingness to Pay decreases to 31.1% or 491.30 SEK with one week of waiting time. The creation of new jobs and a reduction of environmental impacts in production increase the stated Willingness to Pay. The findings show that outerwear sold with an included repair service could increase the frequency of repairs, extend the user phase of outerwear, and reduce the consumption of new outerwear.