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Publication
Marca sustentável Cool: perceção da geração Z sobre a moda
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Advisor(s)
Abstract(s)
A presente investigação teve como objetivo explorar a relação
entre os conceitos de coolness de uma marca e sustentabilidade,
no contexto da moda direcionada à geração Z. Neste sentido,
analisámos as perceções dos consumidores dessa geração,
considerando uma amostra de 220 indivíduos portugueses.
Constatando que esta geração tem acesso a uma quantidade
significativa de informação e recursos, o que lhes permite
pesquisar e avaliar as práticas das marcas, graças à sua
familiaridade com o ambiente digital. Assim, há uma tendência
para uma incorporação de práticas ecologicamente corretas nas
decisões de compra de moda. Neste sentido, as marcas
necessitam de adaptar as suas estratégias para incluir práticas
éticas e sustentáveis, bem como comunicá-las de forma
transparente e autêntica ao público. Neste estudo não foi
verificada uma relação direta entre a perceção de coolness de
uma marca que adota práticas sustentáveis e a intenção de
compra dos seus produtos, ainda assim verificou-se existir uma
ligação entre a consciência ambiental e o conceito de coolness.
Ficou demonstrado que a geração Z apresenta uma preferência
por marcas que se destacam pela sua autenticidade, originalidade
e personalidade cativante, enquanto são transparentes,
responsáveis e assumem um compromisso com questões sociais
e ambientais relevantes. Concluímos que a amostra valoriza
marcas sustentáveis e autênticas na moda, sendo influenciada
pela atitude, norma social e valores ao tomar decisões de compra.
This research aimed to explore the relationship between the concepts of brand coolness and sustainability, in the context of fashion directed to generation Z. In this sense, we analyzed the perceptions of consumers of this generation, considering a sample of 220 Portuguese individuals. We found that this generation has access to a significant amount of information and resources, which allows them to research and evaluate brands' practices, thanks to their familiarity with the digital environment. Thus, there is a trend towards an incorporation of eco-friendly practices in fashion purchasing decisions. In this sense, brands need to adapt their strategies to include ethical and sustainable practices, as well as communicate them in a transparent and authentic way to the public. In this study there was no direct relationship between the perception of coolness of a brand that adopts sustainable practices and the intention to purchase its products, although there was a connection between environmental awareness and the concept of coolness. It was shown that generation Z shows a preference for brands that stand out for their authenticity, originality and captivating personality, while being transparent, responsible and committed to relevant social and environmental issues. We conclude that the sample values sustainable and authentic brands in fashion, and is influenced by attitude, social norm and values when making purchasing decisions.
This research aimed to explore the relationship between the concepts of brand coolness and sustainability, in the context of fashion directed to generation Z. In this sense, we analyzed the perceptions of consumers of this generation, considering a sample of 220 Portuguese individuals. We found that this generation has access to a significant amount of information and resources, which allows them to research and evaluate brands' practices, thanks to their familiarity with the digital environment. Thus, there is a trend towards an incorporation of eco-friendly practices in fashion purchasing decisions. In this sense, brands need to adapt their strategies to include ethical and sustainable practices, as well as communicate them in a transparent and authentic way to the public. In this study there was no direct relationship between the perception of coolness of a brand that adopts sustainable practices and the intention to purchase its products, although there was a connection between environmental awareness and the concept of coolness. It was shown that generation Z shows a preference for brands that stand out for their authenticity, originality and captivating personality, while being transparent, responsible and committed to relevant social and environmental issues. We conclude that the sample values sustainable and authentic brands in fashion, and is influenced by attitude, social norm and values when making purchasing decisions.
Description
Keywords
Comportamento do consumidor Sustentabilidade Moda sustentável Brand coolness Geração Z