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O impacto do enquadramento Loss e Gain em comunicações nas intenções comportamentais de consumo de moda sustentável
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Autores
Orientador(es)
Resumo(s)
Com o crescimento da preocupação e aumento do consumo sustentável, lojas de roupa
em segunda mão como a Vinted, que promovem a compra de roupa em segunda mão, têm
ganhado destaque. No entanto, apesar da sua popularidade, as intenções de
comportamentais sustentáveis continuam a exigir uma melhor compreensão,
nomeadamente no que diz respeito à eficácia das mensagens de marketing. Este estudo
investiga como o enquadramento da mensagem (loss e gain) e o tipo de recurso salientado
(tempo e dinheiro) influenciam a intenção de compra e a intenção de word-of-mouth
(WOM) no contexto da moda sustentável em segunda mão.
Um inquérito a 257 participantes mediu as intenções comportamentais, integrou a
perceção de autoeficácia como variável mediadora e considerou variáveis como
envolvimento com a moda, a qualidade percebida, a familiaridade com a Vinted e a
consciência ética e ambiental.
Os resultados sugerem que, embora as mensagens enquadradas em termos de gain
tendem a aumentar as intenções de compra e de WOM, esse efeito perde-se quando se
controla fatores como o envolvimento com a moda e a qualidade percebida da Vinted.
Desta forma são necessários esforços relativos à qualidade percebida e envolvimento com
a moda garantindo que o enquadramento da mensagem se traduza em intenções
comportamentais.
Este estudo contribui para a literatura sobre comunicações de marketing sustentáveis
ao combinar diferentes variáveis e perspetivas num modelo integrado, oferecendo
insights teóricos e práticos para o desenvolvimento de campanhas mais eficazes.
The growing concern and increase in sustainable consumption, second-hand clothing stores such as Vinted, which promote the purchase of second hand clothing, have gained prominence. However, despite their popularity, sustainable behavioral intentions still require a better understanding, particularly with regard to the effectiveness of marketing messages. This study investigates how message framing (loss and gain) and the type of resource highlighted (time and money) influence purchase intention and word-of-mouth (WOM) intention in the context of sustainable second-hand fashion. A survey of 257 participants measured behavioral intentions, integrated self-efficacy perception as a mediating variable, and considered variables such as involvement with fashion, perceived quality, familiarity with Vinted, and ethical and environmental awareness. The results suggest that, although messages framed in terms of gain tend to increase purchase intentions and WOM, this effect is lost when factors such as fashion involvement and perceived quality of Vinted are controlled for. Therefore, efforts are needed in terms of perceived quality and fashion involvement to ensure that the framing of the message translates into behavioral intentions. This study contributes to the literature on sustainable marketing communications by combining different variables and perspectives into an integrated model, offering theoretical and practical insights for developing more effective campaigns.
The growing concern and increase in sustainable consumption, second-hand clothing stores such as Vinted, which promote the purchase of second hand clothing, have gained prominence. However, despite their popularity, sustainable behavioral intentions still require a better understanding, particularly with regard to the effectiveness of marketing messages. This study investigates how message framing (loss and gain) and the type of resource highlighted (time and money) influence purchase intention and word-of-mouth (WOM) intention in the context of sustainable second-hand fashion. A survey of 257 participants measured behavioral intentions, integrated self-efficacy perception as a mediating variable, and considered variables such as involvement with fashion, perceived quality, familiarity with Vinted, and ethical and environmental awareness. The results suggest that, although messages framed in terms of gain tend to increase purchase intentions and WOM, this effect is lost when factors such as fashion involvement and perceived quality of Vinted are controlled for. Therefore, efforts are needed in terms of perceived quality and fashion involvement to ensure that the framing of the message translates into behavioral intentions. This study contributes to the literature on sustainable marketing communications by combining different variables and perspectives into an integrated model, offering theoretical and practical insights for developing more effective campaigns.
Descrição
Palavras-chave
Enquadramento loss e gain Intenções comportamentais Tempo e Dinheiro Perceção de Autoeficácia Consumo de Moda Sustentável Framing loss and gain Behavioral Intentions Time vs. Money Perception Self-Efficacy Sustainable Fashion Consumption
Contexto Educativo
Citação
Neves, Laura Amaro Silva das (2025). “O impacto do enquadramento Loss e Gain em comunicações nas intenções comportamentais de consumo de moda sustentável”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão