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Publication
Marcas sustentáveis e os Millennials - Sinais de mudança no paradigma de consumo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.21 MB | Adobe PDF |
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Abstract(s)
As marcas sustentáveis são bem-sucedidas em comunicar e executar propostas inovadoras que promovem uma moda consciente e que requalifica a vida por meio de plano de negócio transparente. Os tênis sustentáveis assumem um papel importante na comunicação desses valores e servem como ponte entre marca e consumidor.
A presente investigação tem por objetivo identificar se as marcas sustentáveis, que produzem tênis como o item característico de sua inovação. E que uma vez munidas de acesso à indústria, munida de investimento em comunicação, encontram na geração dos Millennials – são muitas vezes orientados por produtos eco-friendly – um público motivado ao consumo de seus produtos.
Ao decorrer da tese, foram utilizados métodos de investigação a considerar a apresentação de literatura, a passar pela discussão das marcas sustentáveis escolhidas pela autora tais como Veja Sneakers, Allbirds, Collina Strada e Cariuma, tendo sido analisados suas propostas de valor por meio de um estudo de caso. Adicionalmente, foi desenvolvido um questionário com a participação de 99 inquiridos, que serviu para a perceção do comportamento de consumo dos participantes.
Os resultados pretendem esclarecer se a trajetória dos Millennials, uma “geração que poderia salvar o planeta” continua a consumir de maneira ávida, sem uma identidade de consumo ‘consciente’. Enquanto tenta entender o seu papel no mundo.
Sustainable brands are successful in communicating and executing innovative proposals that promote conscious fashion and requalify life through a transparent business plan. Sustainable sneakers play an important role in communicating these values and serve as a bridge between brand and consumer. The present investigation aims to identify whether sustainable brands, which produce sneakers as the characteristic item of their innovation. And that, once they have access to the industry, equipped with investment in communication, they find in the Millennials generation – they are often guided by eco-friendly products – an audience motivated to consume their products. During the thesis, research methods were used to consider the presentation of literature, to discuss the sustainable brands chosen by the author, such as Veja Sneakers, Allbirds, Collina Strada and Cariuma, and their value propositions were analyzed through a case study. Additionally, a questionnaire was developed with the participation of 99 respondents, which served to understand the consumption behavior of the participants. The results aim to clarify whether the trajectory of Millennials, a “generation that could save the planet” continues to consume in an avid way, without a ‘conscious’ consumption identity. While trying to understand his role in the world.
Sustainable brands are successful in communicating and executing innovative proposals that promote conscious fashion and requalify life through a transparent business plan. Sustainable sneakers play an important role in communicating these values and serve as a bridge between brand and consumer. The present investigation aims to identify whether sustainable brands, which produce sneakers as the characteristic item of their innovation. And that, once they have access to the industry, equipped with investment in communication, they find in the Millennials generation – they are often guided by eco-friendly products – an audience motivated to consume their products. During the thesis, research methods were used to consider the presentation of literature, to discuss the sustainable brands chosen by the author, such as Veja Sneakers, Allbirds, Collina Strada and Cariuma, and their value propositions were analyzed through a case study. Additionally, a questionnaire was developed with the participation of 99 respondents, which served to understand the consumption behavior of the participants. The results aim to clarify whether the trajectory of Millennials, a “generation that could save the planet” continues to consume in an avid way, without a ‘conscious’ consumption identity. While trying to understand his role in the world.
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Keywords
Marcas Sustentabilidade Millennials Comportamento Consumo