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O papel do comportamento cross-device na jornada do consumidor de artigos de slow fashion
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Os desafios a nível ambiental e social colocados aos diversos setores económicos nos dias de hoje conduziram ao aparecimento de diversos movimentos sustentáveis. Na área da moda, vários estudos indicam que o movimento de slow fashion tem crescido significativamente e procura desenvolver soluções de moda sustentáveis, de forma a responder a consumidores cada vez mais exigentes e preocupados com estas questões. Os consumidores de slow fashion analisam cuidadosamente as marcas de “moda lenta”, colocando especial ênfase na procura de informação sobre os seus valores e produtos, e posterior comparação entre marcas. É, assim, percetível a importância da fase de avaliação ativa na sua jornada de compra, que tem sofrido diversas alterações. Evidências apresentadas por vários autores sugerem que o comportamento cross-device deriva desta preocupação crescente do consumidor, que desenvolve a sua jornada essencialmente em ambiente online evitando deslocações a lojas físicas, reduzindo assim a sua pegada ecológica. Neste sentido, o presente estudo visa compreender qual o papel da utilização de diferentes dispositivos eletrónicos ao longo da jornada de compra de slow fashion, através da análise de: (1) relação entre a preocupação com sustentabilidade e a escolha do dispositivo eletrónico; (2) características específicas dos dispositivos que impulsionam o comportamento cross-device; (3) riscos de compra percecionados que impulsionam o comportamento cross-device; (4) relação entre a utilização de diferentes dispositivos eletrónicos e a compra de artigos de slow fashion. A investigação realizada foi de natureza exploratória através de uma abordagem qualitativa. Assim, foram realizadas duas entrevistas semiestruturadas a profissionais de marcas de slow fashion, e uma sessão de focus group com sete consumidoras de “moda lenta”. Os dados recolhidos foram considerados através de uma análise qualitativa de conteúdo, realizando uma análise assistada por computador com recurso ao software MAXQDA. O estudo realizado permitiu um maior conhecimento académico relativo ao comportamento cross-device, considerando que o tópico foi pouco aprofundado em estudos anteriores. A nível empresarial, foi possível identificar os fatores mais valorizados pelos consumidores de slow fashion e de que forma os diferentes dispositivos podem contribuir para a sua jornada de compra, destacando pontos a considerar pelos profissionais destas marcas.
Nowadays, the environmental and social challenges have given rise to several sustainable trends. The main corporate purpose is to ensure the satisfaction of present needs without compromising future ones. Several studies indicate that the slow fashion movement has grown significantly and seeks to develop sustainable fashion solutions, to get back consumers demanding and concerns about these issues. Slow fashion consumers carefully analyse brands, paying more attention to the information about their values and products, for then comparing different brands. Thus, active evaluation phase in consumer journey has undergone several changes. The literature suggests that cross-device behaviour derives from this growing concern of consumers, who particularly focus their journey in online environment rather than physical stores, in order to reduce their ecological footprint. Therefore, this study aims to understand the role of electronic devices throughout the slow fashion consumer journey, through the analysis of: (1) the relationship between the sustainability awareness and the choice of electronic devices; (2) specific characteristics of devices that leverage cross-device behaviour; (3) perceived risks that drive cross-device behaviour; (4) and the relationship between the use of different electronic devices and the purchase of slow fashion items. This exploratory research was conducted through a qualitative approach. Thus, two semi- structured interviews were conducted with professionals from slow fashion brands, and a focus group session with seven slow fashion consumers. The collected data were considered through a qualitative content analysis, assisted by computer through MAXQDA software. The present investigation allowed to add academic content related to the cross-device behaviour, considering that the topic has not been explored much in previous studies. At a business level, it was possible to identify the most valued factors by slow fashion consumers and how different devices can contribute to their journey, highlighting key points to be considered by professionals of these brands.
Nowadays, the environmental and social challenges have given rise to several sustainable trends. The main corporate purpose is to ensure the satisfaction of present needs without compromising future ones. Several studies indicate that the slow fashion movement has grown significantly and seeks to develop sustainable fashion solutions, to get back consumers demanding and concerns about these issues. Slow fashion consumers carefully analyse brands, paying more attention to the information about their values and products, for then comparing different brands. Thus, active evaluation phase in consumer journey has undergone several changes. The literature suggests that cross-device behaviour derives from this growing concern of consumers, who particularly focus their journey in online environment rather than physical stores, in order to reduce their ecological footprint. Therefore, this study aims to understand the role of electronic devices throughout the slow fashion consumer journey, through the analysis of: (1) the relationship between the sustainability awareness and the choice of electronic devices; (2) specific characteristics of devices that leverage cross-device behaviour; (3) perceived risks that drive cross-device behaviour; (4) and the relationship between the use of different electronic devices and the purchase of slow fashion items. This exploratory research was conducted through a qualitative approach. Thus, two semi- structured interviews were conducted with professionals from slow fashion brands, and a focus group session with seven slow fashion consumers. The collected data were considered through a qualitative content analysis, assisted by computer through MAXQDA software. The present investigation allowed to add academic content related to the cross-device behaviour, considering that the topic has not been explored much in previous studies. At a business level, it was possible to identify the most valued factors by slow fashion consumers and how different devices can contribute to their journey, highlighting key points to be considered by professionals of these brands.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Comportamento Cross-device Comportamento de Compra Jornada do Consumidor Riscos Percecionados Slow Fashion Sustentabilidade Consumer Buying Behaviour Consumer Journey Cross-device Behaviour Perceived Risks Sustainability
Contexto Educativo
Citação
Torres, Catarina da Silva (2021). "O papel do comportamento cross-device na jornada do consumidor de artigos de slow fashion". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão