Handmade and homegrown – retail insights into Swedish DIY consumer culture

Exploring Do-It-Yourself (DIY) consumer culture has become increasingly relevant due to recent global shifts, including the COVID-19 pandemic, escalating living costs, and a heightened focus on sustainability.

This project aims to investigate the holistic impact of DIY practices on shaping the retail market in Sweden, a country known for its pioneering DIY mindset. By examining the motivations and outcomes of the Swedish DIY mindset, including concepts like prosumption and serious leisure, this research will contribute to knowledge production in the consumer and trade area, bridging a significant gap in understanding DIY culture’s impact on retail in Sweden. By doing so, it not only seeks to bridge the academic gap but also offer valuable insights for the retail industry about current Swedish consumer preferences and emerging trends, facilitating the development of targeted products and services to address DIY consumers’ needs.

Aims

The project aims will focus on addressing a knowledge gap concerning the DIY behaviours of Swedish consumers by investigating their motivations, preferences, and sustainability considerations throughout the DIY journey. The research objectives include gaining market understanding of the consumer journey and current motivations inspiring DIY activities; identifying distinct DIY consumer segments based on their unique needs and preferences; investigating the role of digital platforms and online communities in shaping the DIY consumer journey; and evaluating the importance of sustainability and environmental considerations throughout the DIY purchasing decision-making process.

Project scope and data

The project will use a blend of qualitative and quantitative methods to analyse Swedish DIY consumer behaviours, focusing on the practical, creative, and sustainability aspects of DIY. Data collection will include capturing online DIY sentiments, observing real-time behaviours through consumer journaling, and quantifying consumer attitudes via surveys. Interviews and focus groups will be conducted to further explore motivations, especially concerning sustainability. The study aims to leverage value co-creation, prosumption, and serious leisure theories to emphasize retailer-consumer collaboration, thereby informing adaptive retail strategies for the evolving Swedish DIY market.

Funder: Hakon Swenson

Project period: February 2025 – January 2028