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Publication
Comportamento de consumo de moda circular dos millennials
| Name: | Description: | Size: | Format: | |
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| 5.77 MB | Adobe PDF |
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Abstract(s)
A presente dissertação tem como objetivo analisar a afinidade que os Millennials portugueses possuem com moda circular à partir da análise das motivações e valores associados ao consumo. O plano de investigação inicia-se pela contextualização do grupo Millennials e suas principais tendências, seguido do estudo do papel social da moda, e, em seguida, analisa-se um estudo sobre a economia de produção e consumo linear e circular, o que desencadeia em modos de consumo que refletem em perfis de consumidores com valores e motivações de compra distintos. O plano de investigação deste estudo de caso empírico segue um método misto (quali-quanti) dividido em duas fases sequenciais: exploratória e confirmatória onde são conhecidos os atributos, benefícios e motivações que desencadeiam nos valores predominantes de consumo de moda do grupo. Após o estudo analisam-se os dados recolhidos e apresentam-se as conclusões do mesmo.
The present dissertation aims to analyze the affinity that Portuguese Millennials have with circular fashion from the analysis of motivations and values associated with consumption. The research plan begins with the contextualization of the Millennials group and its main trends, followed by the study of the social role of fashion, and then a study on the linear and circular economy based on its production and consumption mode, which triggers in types of consumption that reflect consumer profiles that are formed based into their values and motivations The investigation plan of this empirical case study follows a mixed method (quali-quanti) divided into two sequential phases: exploratory and confirmatory, where the attributes, benefits and motivations that trigger the predominant values of fashion consumption of the group are known. After the study, the collected data is analyzed and the conclusions are presented.
The present dissertation aims to analyze the affinity that Portuguese Millennials have with circular fashion from the analysis of motivations and values associated with consumption. The research plan begins with the contextualization of the Millennials group and its main trends, followed by the study of the social role of fashion, and then a study on the linear and circular economy based on its production and consumption mode, which triggers in types of consumption that reflect consumer profiles that are formed based into their values and motivations The investigation plan of this empirical case study follows a mixed method (quali-quanti) divided into two sequential phases: exploratory and confirmatory, where the attributes, benefits and motivations that trigger the predominant values of fashion consumption of the group are known. After the study, the collected data is analyzed and the conclusions are presented.
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Keywords
Gestão do design Economia circular Millennials Moda circular Comportamento do consumidor Valores de compra