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Abstract(s)
O planeta, tal como o conhecemos, pode estar gradualmente a desaparecer e cabe-nos a nós, humanos, refletir e alterar o paradigma mudando os nossos hábitos. O enfoque deste trabalho passa por investigar como o design de comunicação pode desenvolver estratégias e ferramentas com o propósito de sensibilizar e consciencializar para a economia circular na moda. O modelo de economia circular, mais especificamente numa perspetiva do consumo de moda, procura ser uma alternativa ecológica para combater o consumo em excesso, característico da sociedade atual. Posto isto, o atual estudo visa responder às questões relativas à forma como o design de comunicação pode intervir positivamente e quais as estratégias de comunicação que pode aplicar para consciencializar os consumidores para a economia circular na moda e para hábitos de consumo de moda responsável. Além disso, procurou-se compreender o entendimento do conceito de economia circular, assim como, qual a relação da população portuguesa com negócios e projetos de moda sustentável.
No decorrer da investigação, através de uma metodologia mista, procurou-se entender o que já foi estudado e realizado no âmbito da problemática selecionada. Através de métodos qualitativos e quantitativos, tais como, revisão de literatura, inquérito por questionário, análise de casos de estudo e entrevistas exploratórias, pretendeu-se compreender quais os interesses e hábitos da população em relação ao consumo de moda ecológica e como é percecionada a economia circular. Posteriormente, em investigação ativa e em concordância com os dados recolhidos e examinados, foi desenvolvido um projeto de consciencialização centrado no consumidor jovem português. Para tal, foram desenvolvidos brainstorming, mapas de conceitos, protótipos e a avaliação do projeto
A campanha resultante deste processo pretende demonstrar que é possível promover um consumo mais consciente, atento e responsável no setor da moda. Através de uma abordagem lúdica e didática, o presente projeto de comunicação contribui para uma consciencialização ambiental dos jovens a respeito da moda circular, salientando ainda os benefícios do envolvimento do designer, a nível académico e profissional, a sua influência e importância no processo de consolidação do design em prol da sustentabilidade.
The planet as we know it may be gradually disappearing and it is up to us humans to reflect and change the paradigm by changing our habits. The focus of this work is to investigate how communication design can develop strategies and tools to sensitise and raise awareness of the circular economy in fashion. The circular economy model, more specifically from a fashion consumption perspective, seeks to be an ecological alternative to combat the overconsumption that characterises today’s society. That said, the current study aims to answer questions about how communication design can intervene positively and what communication strategies it can apply to raise consumer awareness of the circular economy in fashion and responsible fashion consumption habits. We also sought to understand the concept of the circular economy, as well as the relationship between the portuguese population and sustainable fashion businesses and projects. In the course of the research, using a mixed methodology, we sought to understand what has already been studied and carried out in the context of the selected problem. Using qualitative and quantitative methods, such as a literature review, questionnaire survey, analysis of case studies and exploratory interviews, the aim was to understand the interests and habits of the population in relation to the consumption of ecological fashion and how the circular economy is perceived. Subsequently, through active research and in accordance with the data collected and examined, an awareness-raising project was developed centred on young Portuguese con-sumers. To this end, brainstorming, concept maps, prototypes and process evaluation were developed. The campaign resulting from this process aims to demonstrate that it is possible to promote more conscious, attentive and responsible consumption in the fashion sector. Through a playful and didactic approach, this communication project contributes to raising young people’s environmental awareness of circular fashion, while also highlighting the benefits of the designer’s involvement at academic and professional level, their influence and importance in the process of consolidating design in favour of sustainability.
The planet as we know it may be gradually disappearing and it is up to us humans to reflect and change the paradigm by changing our habits. The focus of this work is to investigate how communication design can develop strategies and tools to sensitise and raise awareness of the circular economy in fashion. The circular economy model, more specifically from a fashion consumption perspective, seeks to be an ecological alternative to combat the overconsumption that characterises today’s society. That said, the current study aims to answer questions about how communication design can intervene positively and what communication strategies it can apply to raise consumer awareness of the circular economy in fashion and responsible fashion consumption habits. We also sought to understand the concept of the circular economy, as well as the relationship between the portuguese population and sustainable fashion businesses and projects. In the course of the research, using a mixed methodology, we sought to understand what has already been studied and carried out in the context of the selected problem. Using qualitative and quantitative methods, such as a literature review, questionnaire survey, analysis of case studies and exploratory interviews, the aim was to understand the interests and habits of the population in relation to the consumption of ecological fashion and how the circular economy is perceived. Subsequently, through active research and in accordance with the data collected and examined, an awareness-raising project was developed centred on young Portuguese con-sumers. To this end, brainstorming, concept maps, prototypes and process evaluation were developed. The campaign resulting from this process aims to demonstrate that it is possible to promote more conscious, attentive and responsible consumption in the fashion sector. Through a playful and didactic approach, this communication project contributes to raising young people’s environmental awareness of circular fashion, while also highlighting the benefits of the designer’s involvement at academic and professional level, their influence and importance in the process of consolidating design in favour of sustainability.
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Keywords
consumo consciente design de comunicação economia circular moda sustentabilidade conscious consumption communication design circular economy fashion sustainability
Pedagogical Context
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Publisher
Faculdade Arquitetura, Universidade Lisboa