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Publication
O papel da sustentabilidade nas decisões de compra das Gerações X, Y e Z na Indústria Têxtil
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| 33.2 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta dissertação explora o papel da sustentabilidade nas decisões de compra das gerações X, Y e Z na indústria têxtil. Diante da crescente preocupação ambiental dos consumidores, as marcas veem na sustentabilidade uma oportunidade para se diferenciar da
concorrência e ganharem uma vantagem competitiva. Esta investigação avalia a consciência dos consumidores e verifica se esta se reflete em compras têxteis mais ecológicas ou se poderá haver fatores mais importantes no momento de compra ou barreiras que os impeçam de contribuir para a redução da pegada ambiental.
Inicialmente, foi realizado um estudo de caso com duas marcas portuguesas que operam na indústria têxtil sustentável, permitindo analisar os desafios e oportunidades do setor.
Em seguida, o estudo visa identificar as diferenças e semelhanças nos comportamentos de compra das diferentes gerações. A pesquisa utiliza uma metodologia mista, combinando dados
qualitativos e quantitativos. Foram conduzidas entrevistas com membros de cada geração e
aplicado um questionário online a consumidores portugueses ou residentes em Portugal.
Com base nos dados recolhidos através de questionários e entrevistas, verificou-se que as três gerações estudadas reconhecem a importância da sustentabilidade para o planeta, mas tendem a esperar que sejam as marcas a adotar todas as medidas em vez de assumirem um papel ativo na mudança. Foram mencionados vários obstáculos, como os preços mais altos em comparação com produtos convencionais, falta de opções diversificadas, dificuldades de aquisição, falta de informação das empresas, design pouco atrativo e percepção de baixa qualidade, que estão diretamente ou indiretamente relacionados com as marcas, sendo que os consumidores atribuem a estas a responsabilidade por não adquirirem produtos têxteis sustentáveis.
Desta forma, conclui-se que as gerações Z, Y e X, embora apresentem algumas distinções nos seus comportamentos de compra, nenhuma demonstra um compromisso genuíno
e prioritário com a sustentabilidade. Isso indica que a sustentabilidade tende a não desempenhar
um papel significativo nas decisões de compra, tornando a sua influência praticamente nula.
This dissertation explores the role of sustainability in the purchasing decisions of generations X, Y and Z in the textile industry. Faced with consumers' growing environmental concerns, brands see sustainability as an opportunity to differentiate themselves from the competition and gain a competitive advantage. This research assesses consumer awareness and verifies whether this is reflected in greener textile purchases or whether there may be more important factors at the time of purchase or barriers that prevent them from contributing to reducing their environmental footprint. Initially, a case study was carried out with two Portuguese brands operating in the sustainable textile industry, allowing the sector's challenges and opportunities to be analyzed. Next, the study aims to identify the differences and similarities in the purchasing behaviors of the different generations. The research uses a mixed methodology, combining qualitative and quantitative data. Interviews were conducted with members of each generation and an online survey was applied to Portuguese consumers or those living in Portugal. Based on the data collected through questionnaires and interviews, it was found that the three generations studied recognize the importance of sustainability for the planet but tend to wait for brands to adopt all the measures rather than taking an active role in change. Several obstacles were mentioned, such as higher prices compared to conventional products, lack of diversified options, difficulties in purchasing, lack of information from companies, unattractive design and perception of low quality, which are directly or indirectly related to brands, and consumers blame brands for not purchasing sustainable textile products. In this way, it can be concluded that although generations Z, Y and X show some differences in their purchasing behavior, none show a genuine and priority commitment to sustainability. This indicates that sustainability tends not to play a significant role in purchasing decisions, making its influence practically nil.
This dissertation explores the role of sustainability in the purchasing decisions of generations X, Y and Z in the textile industry. Faced with consumers' growing environmental concerns, brands see sustainability as an opportunity to differentiate themselves from the competition and gain a competitive advantage. This research assesses consumer awareness and verifies whether this is reflected in greener textile purchases or whether there may be more important factors at the time of purchase or barriers that prevent them from contributing to reducing their environmental footprint. Initially, a case study was carried out with two Portuguese brands operating in the sustainable textile industry, allowing the sector's challenges and opportunities to be analyzed. Next, the study aims to identify the differences and similarities in the purchasing behaviors of the different generations. The research uses a mixed methodology, combining qualitative and quantitative data. Interviews were conducted with members of each generation and an online survey was applied to Portuguese consumers or those living in Portugal. Based on the data collected through questionnaires and interviews, it was found that the three generations studied recognize the importance of sustainability for the planet but tend to wait for brands to adopt all the measures rather than taking an active role in change. Several obstacles were mentioned, such as higher prices compared to conventional products, lack of diversified options, difficulties in purchasing, lack of information from companies, unattractive design and perception of low quality, which are directly or indirectly related to brands, and consumers blame brands for not purchasing sustainable textile products. In this way, it can be concluded that although generations Z, Y and X show some differences in their purchasing behavior, none show a genuine and priority commitment to sustainability. This indicates that sustainability tends not to play a significant role in purchasing decisions, making its influence practically nil.
Description
Keywords
Sustentabilidade Indústria Têxtil Comportamento de compra Gerações Z Y e X Marcas sustentáveis