A new survey has revealed a striking contradiction in consumer behaviour in Sweden, where negative perceptions of Chinese e-commerce platforms Shein and Temu do not stop shoppers from buying from them.
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Research by analysis firm Novus found that 93 percent of Swedes are aware of Temu and 87 percent know of Shein. Despite this high awareness, attitudes are largely negative—70 percent of respondents have an unfavourable view of Temu, and 23 percent of Shein. Yet, almost a quarter (23 percent) have made a purchase from Temu, and 16 percent from Shein. Among women, nearly one in four (23 percent) have bought from Shein.
Matilde Thomas, brand specialist at Novus, noted the paradox: 'the most critical are women and younger consumers, the same groups that make up the platforms' primary target groups'. She called this pattern "consumption in conflict", describing how consumer values and actions often diverge.
Concerns about both platforms include reports of poor working conditions, use of environmentally harmful chemicals, and opaque production practices. Despite this, many buyers openly discuss their purchases, 49 percent of Temu customers and 39 percent of Shein customers say they are comfortable sharing where their items came from.
Thomas concluded that 'it no longer seems enough to know better to also do things differently', underlining a growing divide between consumer ideals and behaviour.
Source: www.ehandel.se