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Fast-Fashion sustentável e os Consumidores Altruístas: uma relação positiva
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Abstract(s)
Na indústria fast-fashion a sustentabilidade tem sido um tópico recorrente. Por tal, o estudo aqui presente procura investigar o lado do público no que diz respeito a este tema, mais concretamente, como o público tem vindo a reagir a estas ações de sustentabilidade levadas a cabo pelas marcas pertencentes à indústria fast-fashion, com especial ênfase na atribuição que o público confere às ações de uma marca, ou seja, se atribui as ações como genuínas ou se as associa a outros fatores (aumentar as vendas, aumentar o passa-a-palavra…).
Para analisar a relação entre público e marca, o estudo foi suportado por um questionário fechado do tipo quantitativo, efetuado a um público residente em Portugal e com acesso à internet (N=202) . O intuito do questionário passa por obter respostas relativas à relação entre a pessoa questionada e a marca fictícia exposta no cenário inicial do questionário.
Através da análise efetuda em SPSS IBM Statistics 28 aos dados do questionário, foi possível perceber que as pessoas ao serem deparadas com uma comunicação por parte de uma marca, centrada na sustentabilidade, tendem a atribuir-lhe um caráter altruísta, ou seja, que esta age de determinada forma por querer unicamente fazer o que está correto, o que consequentemente influenciará favoravelmente e diretamente a atitude das pessoas para com a marca, ou seja, as atribuições altruísticas conferidas pelas pessoas à marca influenciam positivamente a confiança na marca, a intenção de compra e a perceção da responsabilidade social corporativa, validando deste modo as três hipóteses em investigação (H1,H2 e H3).
O estudo revela-se importante para a indústria da fast-fashion, mais especificamente para as marcas a ela pertencente, uma vez que permite entender a influencia que ações em volta da sustentabilidade causam na relação entre público e marca, podendo servir de apoio para o processo de decisão no que diz respeito a implementar ou não este tipo de ações no negócio de uma marca.
Adicionalmente, e para futuros estudos, seria importante analisar outras variáveis, tais como, o passa-a-palavra, a perceção do produto e a predisposição para pagar mais, uma vez que o seu processo produtivo poderá ser “afetado” devido aos cuidados a ter a nível ambiental.
In the fast-fashion industry, sustainability has been a recurring topic. Therefore, the present study seeks to investigate the public's view concerning to this topic, more specifically, how the public has been reacting to these sustainability actions carried out by brands of the fast-fashion industry, with special emphasis on the attribution the public gives to a brand’s action, in other words, if the public sees this actions as genuine or if it associates them with other factors (increasing sales, increasing word of mouth…). To analyse the relationship between public and brands, this study was supported by a closed quantitative questionnaire, carried out to an audience residing in Portugal and with internet access (N=202) . The purpose of the questionnaire is to obtain answers concerning to the relationship between the person who was questioned and the fictitious brand, exposed in the initial scenario of the questionnaire. Through the analysis carried out in SPSS IBM Statistics 28, using the questionnaire data, it was possible to perceive that people, when faced with a brand communication focused on sustainability, tend to attribute an altruistic character to it, which means, that a brand acts in a certain way because it only wants to do what is right, which will consequently, directly influence in a favorable way people's attitude towards the brand, in other words, the altruistic attributions given by people to the brand will positively influence the brand´s trust, the purchase intention and the perception of corporate social responsibility, thus validating the three hypotheses under investigation (H1, H2 and H3). The study proves to be important for the fast-fashion industry, more specifically for their brands, since it allows them to understand the influence actions around sustainability have in the relationship between public and brand, and can serve as an aid in for the decision process regarding whether or not the implementation of this type of actions should take place in a brand's business. Additionally, and for future studies, it would be important to analyse other variables, such as word-of-mouth, product perception and willingness to pay more, since brands production process may be “affected” due to the requirements that should be filled on an environmental level.
In the fast-fashion industry, sustainability has been a recurring topic. Therefore, the present study seeks to investigate the public's view concerning to this topic, more specifically, how the public has been reacting to these sustainability actions carried out by brands of the fast-fashion industry, with special emphasis on the attribution the public gives to a brand’s action, in other words, if the public sees this actions as genuine or if it associates them with other factors (increasing sales, increasing word of mouth…). To analyse the relationship between public and brands, this study was supported by a closed quantitative questionnaire, carried out to an audience residing in Portugal and with internet access (N=202) . The purpose of the questionnaire is to obtain answers concerning to the relationship between the person who was questioned and the fictitious brand, exposed in the initial scenario of the questionnaire. Through the analysis carried out in SPSS IBM Statistics 28, using the questionnaire data, it was possible to perceive that people, when faced with a brand communication focused on sustainability, tend to attribute an altruistic character to it, which means, that a brand acts in a certain way because it only wants to do what is right, which will consequently, directly influence in a favorable way people's attitude towards the brand, in other words, the altruistic attributions given by people to the brand will positively influence the brand´s trust, the purchase intention and the perception of corporate social responsibility, thus validating the three hypotheses under investigation (H1, H2 and H3). The study proves to be important for the fast-fashion industry, more specifically for their brands, since it allows them to understand the influence actions around sustainability have in the relationship between public and brand, and can serve as an aid in for the decision process regarding whether or not the implementation of this type of actions should take place in a brand's business. Additionally, and for future studies, it would be important to analyse other variables, such as word-of-mouth, product perception and willingness to pay more, since brands production process may be “affected” due to the requirements that should be filled on an environmental level.
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Keywords
Sustentabilidade Fast-fashion Altruísmo Responsabilidade Social Corporativa Confiança na marca Intenção de compra Coleções sustentáveis