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O impacto da sustentabilidade no consumo de moda de luxo
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Abstract(s)
O forte crescimento demográfico e económico sem preocupações ecológicas compromete claramente a vida das próximas gerações e por isso, o desenvolvimento sustentável tem vindo a ter crescente importância mundial. O mercado do luxo é atualmente um dos motores da economia global. Atrai, a cada dia, novos clientes e apreciadores, contudo, este mercado tem sido recentemente alvo de críticas públicas no que respeita à sustentabilidade, visto como atrasado e, em parte, em desacordo com os pilares do desenvolvimento sustentável. Este recente paradigma de mercado, a atenção dos clientes face às práticas sustentáveis de uma empresa e a sua crescente valorização, pode apresentar-se como influenciador no processo de decisão de compra, como é tendência noutros mercados.
O objetivo geral deste trabalho é, portanto, perceber se a consciência e preocupação relativa a práticas ambientais interfere na intenção de compra de marcas de luxo, quando esta é motivada pela busca de prestígio. Para tal, foi desenvolvido um questionário junto de uma amostra de população-alvo de 106 indivíduos, de modo a testar as hipóteses colocadas, recorrendo à metodologia cross-sectional.
Os resultados obtidos mostram que a preocupação ambiental modera a relação positiva entre a motivação de compra por prestígio e a intenção de compra de marcas de luxo, sendo que esta é mais forte quando a preocupação ambiental é menor. Isto sugere-nos que ainda existe uma perceção negativa face às práticas sustentáveis das marcas de luxo por parte dos consumidores, pois quanto maior a sua consciência relativa a práticas ambientais, menor é a sua intenção de compra.
The strong demographic and economic growth without ecological concerns clearly compromise the lives of the next generations and therefore, sustainable development has become increasingly important worldwide. The luxury market is currently one of the engines of the global economy. It attracts, every day, new customers and followers, however, luxury has recently been the target of public criticism about sustainability, seen as backward and partly at disagreement with the sustainable development pillars. This recent market paradigm, the client’s attention to the company’s sustainable practices and its increasing valorization, can present itself like a bias in the decision-making process of purchase, as is tendency of other markets. The main objective of this work is, therefore, to understand if the conscience and concern related to environmental practices interfere with the intention to purchase luxury brands, when this is motivated by the search for prestige. To do this, a questionnaire was developed with a target population sample of 106 individuals, in order to test the hypotheses placed here, using cross-sectional methodology. The results show that the environmental concern moderates the positive relationship between the prestige motivation to buy and the intention to purchase luxury brands, which is stronger when the environmental concern is lower. This suggests that consumers still have a negative perception of the sustainable practices of luxury brands, because the greater their awareness of environmental practices, the less they intend to buy.
The strong demographic and economic growth without ecological concerns clearly compromise the lives of the next generations and therefore, sustainable development has become increasingly important worldwide. The luxury market is currently one of the engines of the global economy. It attracts, every day, new customers and followers, however, luxury has recently been the target of public criticism about sustainability, seen as backward and partly at disagreement with the sustainable development pillars. This recent market paradigm, the client’s attention to the company’s sustainable practices and its increasing valorization, can present itself like a bias in the decision-making process of purchase, as is tendency of other markets. The main objective of this work is, therefore, to understand if the conscience and concern related to environmental practices interfere with the intention to purchase luxury brands, when this is motivated by the search for prestige. To do this, a questionnaire was developed with a target population sample of 106 individuals, in order to test the hypotheses placed here, using cross-sectional methodology. The results show that the environmental concern moderates the positive relationship between the prestige motivation to buy and the intention to purchase luxury brands, which is stronger when the environmental concern is lower. This suggests that consumers still have a negative perception of the sustainable practices of luxury brands, because the greater their awareness of environmental practices, the less they intend to buy.
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Keywords
Luxo Motivações de compra Prestígio Sustentabilidade Consciência Ambiental Intenção de compra