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Publication
Lacuna entre a intenção de compra-comportamento na indústria da moda sustentável
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Abstract(s)
Nos dias que correm, os problemas ambientais têm ganho
destaque no quotidiano da população mundial. A par destes problemas,
surgem as questões da sustentabilidade, com igual destaque, tendo o
intuito de os suprimir. A indústria da moda tem sido caracterizada pela
alta rotatividade de coleções e um ciclo de vida dos produtos reduzido,
fazendo esses produtos parte de produções fast fashion. Em
contrapartida, surge um outro conceito, denominado slow fashion, que
centra a sua preocupação numa produção consciente, que respeita
tanto o ser humano como o ambiente, em todas as suas etapas.
Deste modo, os consumidores mostram-se preocupados com as
questões ambientais e, por isso, têm a intenção de comprar produtos de
moda sustentáveis. Contudo, essa intenção nem sempre se traduz em
comportamento real, criando, portanto, uma lacuna entre ambos. Esta
lacuna justifica-se através de variáveis como a imagem e o preço, as
mesmas que moderam esta relação.
Esta investigação foi suportada por um questionário fechado,
respondido corretamente por 226 inquiridos. Os resultados sugeriram que
o comportamento de compra é influenciado pela intenção de compra.
Contudo, a imagem provou ser uma moderadora entre a intenção e o
comportamento, negativamente. Já o preço, mostrou ter o efeito inverso
na relação entre as principais variáveis estudadas.
Nowadays, environmental problems have gained prominence in the daily lives of the world's population. Alongside these problems, sustainability issues arise with equal prominence, with the intention of suppressing them. The fashion industry has been characterized by a high turnover of collections and a short product life cycle, making these products part of fast fashion productions. On the other hand, another concept emerges, called slow fashion, which focuses its concern on a conscious production that respects both the human being and the environment, in all its stages. In this way, consumers show concern about environmental issues and, therefore, have the intention to buy sustainable fashion products. However, this intention does not always translate into actual behavior, thus creating a gap between the two. This gap is justified through variables such as image and price, the same ones that moderate this relationship. This research was supported by a closed-ended questionnaire and was answered correctly by 226 respondents. The results suggested that purchase behavior is influenced by purchase intention. However, image proved to be a moderator between intention and behavior, negatively. Price proved to have the opposite effect on the relationship between the main variables studied.
Nowadays, environmental problems have gained prominence in the daily lives of the world's population. Alongside these problems, sustainability issues arise with equal prominence, with the intention of suppressing them. The fashion industry has been characterized by a high turnover of collections and a short product life cycle, making these products part of fast fashion productions. On the other hand, another concept emerges, called slow fashion, which focuses its concern on a conscious production that respects both the human being and the environment, in all its stages. In this way, consumers show concern about environmental issues and, therefore, have the intention to buy sustainable fashion products. However, this intention does not always translate into actual behavior, thus creating a gap between the two. This gap is justified through variables such as image and price, the same ones that moderate this relationship. This research was supported by a closed-ended questionnaire and was answered correctly by 226 respondents. The results suggested that purchase behavior is influenced by purchase intention. However, image proved to be a moderator between intention and behavior, negatively. Price proved to have the opposite effect on the relationship between the main variables studied.
Description
Keywords
Intenção de compra Comportamento de compra Fast Fashion Slow Fashion Sustentabilidade Moda