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Abstract(s)
A sociedade de consumo e o sistema de moda, estiveram associados a um modo de produção onde a individualidade foi priorizada em detrimento do socioambiental. As consequências negativas dos modos de produção e consumo capitalistas fez surgir um novo tipo de consumidor responsável e sustentável. Este trabalho tem como objetivo principal contribuir para o entendimento da problemática entre o consumo responsável e sustentável na moda, e as novas prerrogativas de consumo na hipermodernidade, além de investigar quais são os fatores atuais que podem ajudar a compor um entendimento de como será o consumo de moda futuramente.
Foi feita uma pesquisa qualitativa de cunho bibliográfico sobre a sociedade de consumo, focando as características da sociedade hipermoderna caracterizada por Lipovetsky (2017). Foram feitas também análises do sistema de moda, e sua relação com o consumo responsável e sustentável e os coortes geracionais. Foi realizada, também, uma análise da relação entre os grupos geracionais e o consumo responsável e sustentável, de acordo com suas características e como elas podem influenciar a forma de consumo futuramente.
Verificou-se que o estudo das gerações de facto, é importante para entender o comportamento do consumidor, baseado nas vivências sociais e históricas, além do contexto político e económico em que vivem/viveram para entender como o modo de consumo está a mudar.
Conclui-se que análises mais aprofundadas sobre a relação entre grupos geracionais, consumo responsável e hiperconsumo são essenciais para compreender como a sociedade de consumo atual se comportará nas próximas décadas. Quais serão suas prioridades, valores e comportamento de consumo.
The consumer society and the fashion system have been associated with a way of production where individuality was prioritized to the detriment of the socio-environmental. The negative consequences of capitalist production and consumption have created a new responsible and sustainable consumer. The aim of this work is to contribute to the understanding of the problematic between responsible and sustainable consumption in fashion, and the new consumption prerogatives in hypermodernity, besides investigating the current factors that can help to understand the problem of how is going to be the fashion consumption in the future. A qualitative theoretical overview was made about the consumer society, focusing on the characteristics of the hypermodern society characterized by Lipovetsky (2017). We also made some analyzes of the fashion system and its relationship with the responsible and sustainable consumption and the generational cohorts. An analysis was also made about the relationship between generational groups and responsible and sustainable consumption, according to their characteristics and how they can influence the way of consumption in the future. It has been found that the study of generations is important to understand consumer behavior, based on social and historical experiences, as well as the political and economic context in which they live / lived to understand how the mode of consumption is changing. It is concluded that more in-depth analyzes on the relationship between generational groups, responsible consumption and hyper consumption are essential to understand how the current consumer society will behave in the coming decades. What will be your priorities, values and consumption behavior.
The consumer society and the fashion system have been associated with a way of production where individuality was prioritized to the detriment of the socio-environmental. The negative consequences of capitalist production and consumption have created a new responsible and sustainable consumer. The aim of this work is to contribute to the understanding of the problematic between responsible and sustainable consumption in fashion, and the new consumption prerogatives in hypermodernity, besides investigating the current factors that can help to understand the problem of how is going to be the fashion consumption in the future. A qualitative theoretical overview was made about the consumer society, focusing on the characteristics of the hypermodern society characterized by Lipovetsky (2017). We also made some analyzes of the fashion system and its relationship with the responsible and sustainable consumption and the generational cohorts. An analysis was also made about the relationship between generational groups and responsible and sustainable consumption, according to their characteristics and how they can influence the way of consumption in the future. It has been found that the study of generations is important to understand consumer behavior, based on social and historical experiences, as well as the political and economic context in which they live / lived to understand how the mode of consumption is changing. It is concluded that more in-depth analyzes on the relationship between generational groups, responsible consumption and hyper consumption are essential to understand how the current consumer society will behave in the coming decades. What will be your priorities, values and consumption behavior.
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Keywords
Consumo de Moda Consumo Responsável Gerações Sociedade Hipermoderna Sustentabilidade