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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "K\u00e4sm\u00e4, Heidi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-23T06:54:20Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-23T06:54:20Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/76796", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 pro gradu -tutkielmassa tarkastellaan vastuullisen kuluttamisen ja arvojen roolia vaatevuokrauksessa. Vaatevuokrauspalvelu perustuu p\u00e4\u00e4syperusteiseen kuluttamiseen, joka toimii vaihtoehtona omistamiselle. Nykyp\u00e4iv\u00e4n kuluttaja etsii uusia, kest\u00e4v\u00e4mpi\u00e4 tapoja kuluttaa tiedostaen samalla ylikuluttamisen haitalliset vaikutukset ymp\u00e4rist\u00f6lle ja yhteiskunnalle. Tutkimuksen tarkoituksena on selvitt\u00e4\u00e4, millaisia vastuullisen kuluttamisen arvoja vaatevuokrauksessa voidaan tunnistaa. Lis\u00e4ksi tutkimuksella kartoitetaan vaatevuokrauksen koettuja hy\u00f6tyj\u00e4 sek\u00e4 toisaalta palveluun sis\u00e4ltyvi\u00e4 riskej\u00e4. \nTutkimus on luonteeltaan laadullinen tutkimus, jossa aineisto koostuu yhdeks\u00e4st\u00e4 suomalaisen vaatevuokraamon k\u00e4ytt\u00e4j\u00e4n teemahaastattelusta. Analyysimenetelm\u00e4n\u00e4 tutkimuksessa hy\u00f6dynnet\u00e4\u00e4n laadullista sis\u00e4ll\u00f6nanalyysia. Tutkielman teoreettinen viitekehys rakentuu kahden keskeisen ilmi\u00f6n, vastuullisen kuluttamisen ja vuokraamisen, ymp\u00e4rille. \nTutkimustuloksista selvi\u00e4\u00e4, ett\u00e4 vaatevuokrauksessa vaikuttavat erityisesti biosf\u00e4\u00e4riset, altruistiset ja hedoniset arvot. Vaatevuokrauksen tapauksessa hedoniset arvot eiv\u00e4t est\u00e4 ymp\u00e4rist\u00f6yst\u00e4v\u00e4llist\u00e4 k\u00e4ytt\u00e4ytymist\u00e4, vaan ne toimivat rinnakkain biosf\u00e4\u00e4risten ja altruististen arvojen kanssa. Vaatevuokrauksen hy\u00f6tyin\u00e4 koettiin vaatteiden kokeileminen, vaihtelu, edullisuus, helppous ja ymp\u00e4rist\u00f6hy\u00f6ty, joiden kautta tavoitellaan arvoja. Vaatevuokrausta voivat puolestaan est\u00e4\u00e4 taloudellinen riski, terveysriski sek\u00e4 aikatauluun ja saatavuuteen liittyv\u00e4t riskit. \nTutkimuksen pohjalta voidaan todeta, ett\u00e4 vaatevuokraus edustaa vastuullista kuluttamista mahdollistaen kuluttajien nauttimaan kauniiden vaatteiden k\u00e4yt\u00f6st\u00e4 vastuullisella tavalla. Vaatevuokraustoiminnalla on perusteelliset l\u00e4ht\u00f6kohdat muuttaa nykyist\u00e4 kulutuskulttuuria pysyv\u00e4sti kest\u00e4v\u00e4mp\u00e4\u00e4n suuntaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-23T06:54:20Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-23T06:54:20Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "80", "language": "", "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": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "p\u00e4\u00e4syperusteinen kuluttaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vastuullinen kuluttaminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "vaatevuokrauspalvelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Vastuullisen kuluttamisen ja arvojen rooli vaatevuokrauksessa", "language": "", "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-202106233991", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "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.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "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": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "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.subject.oppiainekoodi", "value": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vuokraus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vaatteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kulutus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvot", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "vastuullisuus", "language": null, "element": "subject", "qualifier": "yso", "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.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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