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Hábitos e comportamentos do consumidor de moda sustentável
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Orientador(es)
Resumo(s)
Os consumidores estão cada vez mais preocupados com os desafios ambientais e sociais que atualmente se enfrenta. Temos assistido a um crescente movimento de apoio às práticas sustentáveis no setor têxtil, com o objetivo de garantir que os recursos utilizados não comprometem os do futuro. Esta pressão feita pelos consumidores tem mostrado efeito nas marcas, que têm apostado cada vez mais na produção sustentável. Estas práticas sustentáveis no setor são denominadas de moda sustentável que procura combater os impactos negativos, tanto a nível social como ambiental, desta indústria conhecida como uma das mais poluentes.
O presente estudo pretende perceber quais os influenciadores na compra de artigos de moda sustentável, os hábitos e comportamentos do consumidor na compra, na utilização e pós-compra. Para dar resposta a estas questões, foi utilizada uma abordagem qualitativa com recurso a entrevistas em profundidade, semiestruturadas.
Os resultados mostraram que o consumidor opta maioritariamente por comprar produtos em marcas mais pequenas e portuguesas, não mostrando grande confiança pelos produtos sustentáveis das fast fashion. No entanto, devido ao preço elevado destes produtos, continuam a comprar artigos em marcas fast fashion. Os consumidores são influenciados por fatores externos na compra de moda sustentável, mostrando também algum conhecimento sobre o tema. No momento de descarte, parte dos consumidores ainda não sabe exatamente o que fazer, contudo optam por descartar para locais dos quais conhecem o destino final.
A nível académico, este estudo analisa variáveis que, do conhecimento da autora, não foram estudadas simultaneamente. Pretende-se trazer maior consciencialização para os problemas ambientais deste setor. A nível empresarial, existe um crescimento de marcas de moda sustentáveis portuguesas, tornando-se este estudo uma referência para o conhecimento do comportamento do consumidor, de modo a construir estratégia das marcas.
Consumers are increasingly concerned about the environmental and social challenges currently being faced. We have witnessed a growing movement to support sustainable practices in the textile sector, with the aim of ensuring that the resources used do not compromise those of the future. This pressure from consumers has influenced brands, which have increasingly invested in sustainable production. These sustainable practices in the sector are called sustainable fashion, which seeks to combat the negative impacts, both socially and environmentally, of this industry known as one of the most polluting. The present study aims to understand what the influencers in the purchase of sustainable fashion items are, the habits and behaviors of the consumer in the purchase, use and post-purchase. To answer these questions, a qualitative approach was used, using semi-structured in-depth interviews. The results showed that the consumer mostly chooses to buy products from smaller, Portuguese brands, not showing much confidence in sustainable fast fashion products. However, due to the high price of these products, they continue to buy items in fast fashion brands. Consumers are influenced by external factors when buying sustainable fashion, also showing some knowledge on the subject. At the time of disposal, part of the consumers still does not know exactly what to do, however they choose to discard to places of which they know the final destination. On an academic level, this study analyzes variables that, to the author's knowledge, have not been studied simultaneously. It is intended to bring greater awareness to the environmental problems of this sector. At the business level, there is a growth of Portuguese sustainable fashion brands, making this study a reference for the knowledge of consumer behavior, to build brand strategy.
Consumers are increasingly concerned about the environmental and social challenges currently being faced. We have witnessed a growing movement to support sustainable practices in the textile sector, with the aim of ensuring that the resources used do not compromise those of the future. This pressure from consumers has influenced brands, which have increasingly invested in sustainable production. These sustainable practices in the sector are called sustainable fashion, which seeks to combat the negative impacts, both socially and environmentally, of this industry known as one of the most polluting. The present study aims to understand what the influencers in the purchase of sustainable fashion items are, the habits and behaviors of the consumer in the purchase, use and post-purchase. To answer these questions, a qualitative approach was used, using semi-structured in-depth interviews. The results showed that the consumer mostly chooses to buy products from smaller, Portuguese brands, not showing much confidence in sustainable fast fashion products. However, due to the high price of these products, they continue to buy items in fast fashion brands. Consumers are influenced by external factors when buying sustainable fashion, also showing some knowledge on the subject. At the time of disposal, part of the consumers still does not know exactly what to do, however they choose to discard to places of which they know the final destination. On an academic level, this study analyzes variables that, to the author's knowledge, have not been studied simultaneously. It is intended to bring greater awareness to the environmental problems of this sector. At the business level, there is a growth of Portuguese sustainable fashion brands, making this study a reference for the knowledge of consumer behavior, to build brand strategy.
Descrição
Mestrado Bolonha em Ciências Empresariais
Palavras-chave
Sustentabilidade Slow-Fashion Moda sustentável Hábitos e Comportamento do Consumidor Influência na Compra Sustentável Sustainability Sustainable Fashion Consumer Habits and Behavior Influence on Sustainable Buying
Contexto Educativo
Citação
Henriques, Carolina Saraiva Marques Diogo (2022). “Hábitos e comportamentos do consumidor de moda sustentável". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão