A study in consumption of interior products and identity : I am what I have

The society of today has evolved to a consumption society and peoples´ lives have become continuously evolving projects. Today, a huge trend in personalized homes can be identified which express the importance that the homes express the identity of the residents. This together with that the Swedish market for home decoration has increased by 64% during the last decade makes it an interesting area to investigate. Based from these findings, the purpose of this thesis is to investigate the connection between consumption of interior products and identity. The method approach used for this research is of a qualitative nature, and three different focus groups have been conducted. To increase the response rate several in-depth interviews were also conducted. This has contributed to the empirical findings, which connected to the literature review has lead to the analysis and conclusions of this research. The conclusions that were found reveal several strong connections between consumption of interior products and identity. In the process of decorating one's home the identity will inevitably shine through, much due to personal preferences that reflects the identity. Further, people seem to believe that others form judgements based on their home decoration, which also affects the connections between the identity and consumption of interior products