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Abstract(s)
Em um modelo de sociedade tal como o que vivemos, o consumo se faz necessário
para a manutenção do sistema. Nesta investigação o consumo será interpretado como
um fenómeno social para buscar entender o comportamento do consumidor português
em relação às marcas de moda sustentável e suas repostas a estes novos modelos de
negócio.
Ao entender que o consumo pode ser interpretado sob vertentes de pensamento
diferentes, esta investigação busca compreender todos estes fatores que provocam efeito
no comportamento do consumidor relativamente ao mercado português de moda
sustentável.
Em Portugal, a indústria da moda traça um perfil interessante. Com uma breve
retrospetiva histórica, é possível logo perceber o paradigma entre produzir roupa e
consumir moda. Quando falamos de moda sustentável, este consumidor torna-se ainda
mais nichado.
Para entender o seu comportamento, faz-se necessária a análise da construção do
discurso sustentável e o que ele representa, seguida de uma análise das teorias de
práticas sociais, e ainda do processo de tomada de decisão de compra sob a ótica do
Marketing. Assim é possível entender as intencionalidades presentes nos discursos de
marcas e consumidores e como isso converge (ou diverge) das suas práticas.
In a society model as the one we live today; consumption is needed for the system maintenance. In this investigation, it will be interpreted as a social phenomenon as to understand the behavior of the portuguese consumer in relation to sustainable fashion brands and their response to these business models. When we understand that consumption can be interpreted under different academic perspectives, this investigation looks forward to understanding all of these factors that have some kind of effect on the purchasing decision relative to the portuguese market of sustainabale fashion. In Portugal, the fashion industry draws an interesting profile. With a brief historical retrospective, one can soon realize the paradigma between manufacturing clothing and consuming fashion. When we talk sustainable fashion, this consumer becomes even more niche. To understand their behavior, this work requires the analysis of the construction of the sustainable speech and what it represents, followed by an analysis of the theories of practice, and then one of the consumer’s decision-making practices under the Marketing perspective. Within this analysis it´s possible to understand the intentionalities present in the speech from both the brands and the consumers, and how that converges (or diverges) from their practices.
In a society model as the one we live today; consumption is needed for the system maintenance. In this investigation, it will be interpreted as a social phenomenon as to understand the behavior of the portuguese consumer in relation to sustainable fashion brands and their response to these business models. When we understand that consumption can be interpreted under different academic perspectives, this investigation looks forward to understanding all of these factors that have some kind of effect on the purchasing decision relative to the portuguese market of sustainabale fashion. In Portugal, the fashion industry draws an interesting profile. With a brief historical retrospective, one can soon realize the paradigma between manufacturing clothing and consuming fashion. When we talk sustainable fashion, this consumer becomes even more niche. To understand their behavior, this work requires the analysis of the construction of the sustainable speech and what it represents, followed by an analysis of the theories of practice, and then one of the consumer’s decision-making practices under the Marketing perspective. Within this analysis it´s possible to understand the intentionalities present in the speech from both the brands and the consumers, and how that converges (or diverges) from their practices.
Description
Keywords
Consumo Discurso Prática Sustentabilidade