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A (in)coerência do consumo da Geração Z Portuguesa: fast fashion vs sustentabilidade
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| 7.41 MB | Adobe PDF |
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Abstract(s)
A indústria de fast fashion representa um paradoxo para a Geração Z, embora esta defenda valores sustentáveis, o seu comportamento de consumo frequentemente contradiz esses princípios. Este estudo analisa essa incoerência entre os jovens portugueses (18–29 anos), com base na Teoria do Comportamento Planeado e na Dissonância Cognitiva. Foram inquiridos 509 participantes, divididos aleatoriamente entre exposição a imagens neutras e a imagens com apelo ambiental. Os resultados revelam que a preocupação ambiental, os valores ambientais e as normas subjetivas reduzem a intenção de compra de fast fashion, enquanto o conhecimento ambiental apresentou, de forma inesperada, uma associação positiva com essa intenção. Imagens com carga emocional negativa mostraram-se mais eficazes na promoção de atitudes sustentáveis, ainda que sem impacto significativo na dissonância cognitiva. Estes dados reforçam o papel das emoções e da pressão social na mudança de comportamento, apontando caminhos para estratégias de marketing e políticas públicas mais eficazes. Este estudo contribui para compreender como alinhar valores e práticas de consumo sustentável.
The fast fashion industry poses a paradox for Generation Z, while they advocate for sustainability, their purchasing behavior often contradicts these values. This study explores this inconsistency among Portuguese youth (aged 18–29), applying the Theory of Planned Behavior and the concept of cognitive dissonance. A total of 509 participants were surveyed and randomly assigned to view either neutral or environmentally charged imagery. Results show that environmental concern, environmental values, and subjective norms reduce the intention to purchase fast fashion, while environmental knowledge was surprisingly associated with higher purchasing intention. Emotionally negative images were more effective in shifting attitudes toward sustainability, although they did not significantly impact cognitive dissonance. These findings highlight the influence of social pressure and emotional cues over rational knowledge, suggesting new strategies for sustainable marketing and public policy. This research contributes to understanding how to bridge the gap between sustainable values and actual consumer behavior.
The fast fashion industry poses a paradox for Generation Z, while they advocate for sustainability, their purchasing behavior often contradicts these values. This study explores this inconsistency among Portuguese youth (aged 18–29), applying the Theory of Planned Behavior and the concept of cognitive dissonance. A total of 509 participants were surveyed and randomly assigned to view either neutral or environmentally charged imagery. Results show that environmental concern, environmental values, and subjective norms reduce the intention to purchase fast fashion, while environmental knowledge was surprisingly associated with higher purchasing intention. Emotionally negative images were more effective in shifting attitudes toward sustainability, although they did not significantly impact cognitive dissonance. These findings highlight the influence of social pressure and emotional cues over rational knowledge, suggesting new strategies for sustainable marketing and public policy. This research contributes to understanding how to bridge the gap between sustainable values and actual consumer behavior.
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Keywords
Geração Z Fast Fashion Sustentabilidade Teoria do comportamento planeado Dissonância cognitiva