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[{"key": "dc.contributor.advisor", "value": "Gr\u00e9nman, Miia", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Raappana, Karita", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Saarela, Rasmus", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-12T08:45:07Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-12T08:45:07Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103474", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkielman tarkoituksena on tarkastella tietoisen kuluttamisen roolia Z-sukupolven second hand \u2013vaatekulutuksessa. Tutkielma pyrkii my\u00f6s tarkastelemaan Z-sukupolven k\u00e4sityksi\u00e4 second hand \u2013vaatteiden ostomotiiveista ja analysoimaan niiden ja tietoisen kuluttamisen v\u00e4lisi\u00e4 yhteyksi\u00e4. Tutkielma pyrkii lis\u00e4\u00e4m\u00e4\u00e4n tiet\u00e4myst\u00e4 tietoisesta kuluttamisesta ja second hand -vaatekulutuksesta kest\u00e4v\u00e4n kulutuksen ilmi\u00f6in\u00e4, mik\u00e4 tekee aiheesta ajankohtaisen. Tutkielman kohderyhm\u00e4 muodostuu ymp\u00e4rist\u00f6tietoisesta Z-sukupolvesta, jolla on merkitt\u00e4v\u00e4 rooli yhteiskunnallisessa muutoksessa kohti kest\u00e4v\u00e4mpi\u00e4 kulutustottumuksia. Tutkimus toteutettiin laadullisesti ja sen aineisto koostui seitsem\u00e4st\u00e4 fokusryhm\u00e4haastattelusta (n=29). Aineisto analysoitiin laadullisella sis\u00e4ll\u00f6nanalyysill\u00e4. Tulokset osoittavat, ett\u00e4 tietoisen kuluttamisen eri ulottuvuudet ilmenev\u00e4t Z-sukupolven second hand \u2013vaatekulutuksessa. Toisaalta Z-sukupolvi kokee, ett\u00e4 second hand \u2013vaatteet saattavat lis\u00e4t\u00e4 harkitsematonta kulutusta, mink\u00e4 vuoksi niill\u00e4 ei n\u00e4hd\u00e4 olevan ainoastaan positiivisia vaikutuksia ymp\u00e4rist\u00f6lle ja yhteiskunnalle. Z-sukupolven motivaatio ostaa second hand \u2013vaatteita koostuu ekologisista, taloudellisista ja harrastuksellisista syist\u00e4, ja tietoisen kuluttamisen ulottuvuuksien ja ostomotiivien v\u00e4lill\u00e4 on havaittavissa yht\u00e4l\u00e4isyyksi\u00e4, jotka kuvaavat second hand \u2013vaatekulutuksen ja tietoisen kuluttamisen v\u00e4list\u00e4 yhteytt\u00e4. Tutkimuksen teoreettinen kontribuutio osoittaa, ett\u00e4 Z-sukupolvi v\u00e4litt\u00e4\u00e4 kulutuksensa seurauksista ja pyrkii tietoiseen second hand \u2013vaatekulutukseen, vaikka kokeekin sen haastavana. Yhteiskunnan ja yritysten tulee kannustaa kuluttajia tietoisiin kulutustottumuksiin, jotta second hand \u2013vaatekulutus tukisi kest\u00e4v\u00e4\u00e4 kehityst\u00e4 pitk\u00e4ll\u00e4 t\u00e4ht\u00e4imell\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-12T08:45:07Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-12T08:45:07Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "82", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Tietoinen kuluttaminen ja ostomotivaatio Z-sukupolven second hand -vaatekulutuksessa", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506125289", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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