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Abstract(s)
O tema da Moda Sustentável tornou-se bastante relevante tanto para as organizações mundiais, como também para alguns consumidores, que querem contribuir para tornar a moda um segmento de negócio menos poluente para o ambiente. Para este efeito, é preciso obrigatoriamente falar-se das marcas de fast fashion, pois são as marcas mais consumidas em Portugal e mais poluidoras. A ideia de se analisar as marcas de fast fashion implica estudar vários fatores ligados à questão do excesso de produção e ao consumo inconsciente. Nas últimas décadas, a indústria de fast fashion tem sido caracterizada por produções em países desenvolvidos e em desenvolvimento, devido aos problemas económicos, sociais e ambientais (Turker & Altuntas, 2014). Desta forma, o tema da sustentabilidade é algo que já está a fazer muita pressão no fast fashion, e vários investigadores já propõem diversas soluções para as marcas poderem mudar. Porém, o fast fashion não é único problema do mundo da moda, os consumidores têm um papel fundamental para ajudar a contribuir. São os consumidores que dão valor e popularidade a estas marcas. Então, se o consumidor começar a ganhar conhecimento ambiental de qualidade e real, as suas atitudes vão refletir-se. Por isso, é preciso ter o conhecimento ambiental, para ter as atitudes ambientais, tomadas em consciência. Para além dessa consciência, é necessário também passar confiança. O consumidor consciente precisa de certificados de confiança para ter a certeza que está, realmente, a consumir mais sustentável. O green branding surge como uma oportunidade de realçar marcas que sejam de facto sustentáveis atingindo diretamente os consumidores com uma comunicação atraente.
The theme of Sustainable Fashion has become very relevant for world organizations, as well as for some consumers, who want to contribute to making fashion a less polluting business model for the environment. For this purpose, it is mandatory to talk about fast fashion brands, as they are the most consumed brands in Portugal and the most polluting. The idea of analysing fast-fashion brands involves studying several factors linked to the issue of overproduction and unconscious consumption. In the last decades, the fast-fashion industry has been characterized by productions in developed and developing countries, due to economic, social and environmental problems (Turker & Altuntas, 2014). Thus, the theme of sustainability is something that is already putting a lot of pressure on fast fashion, and several researchers are already proposing several solutions for brands to change. However, fast fashion is not the only problem in the fashion world, consumers have a key role to play in helping to contribute. It is the consumers who give value and popularity to these brands, so if the consumer starts to gain quality and real environmental knowledge, their attitudes will be reflected. Therefore, it is necessary to have in the conscience, the environmental knowledge, in order to have environmental attitudes. In addition to awareness, it is also necessary to pass on trust. Conscious consumers need trust certificates to be sure they are really consuming more sustainable items. Green branding appears as an opportunity to highlight brands that are in fact sustainable, directly reaching consumers with attractive communication.
The theme of Sustainable Fashion has become very relevant for world organizations, as well as for some consumers, who want to contribute to making fashion a less polluting business model for the environment. For this purpose, it is mandatory to talk about fast fashion brands, as they are the most consumed brands in Portugal and the most polluting. The idea of analysing fast-fashion brands involves studying several factors linked to the issue of overproduction and unconscious consumption. In the last decades, the fast-fashion industry has been characterized by productions in developed and developing countries, due to economic, social and environmental problems (Turker & Altuntas, 2014). Thus, the theme of sustainability is something that is already putting a lot of pressure on fast fashion, and several researchers are already proposing several solutions for brands to change. However, fast fashion is not the only problem in the fashion world, consumers have a key role to play in helping to contribute. It is the consumers who give value and popularity to these brands, so if the consumer starts to gain quality and real environmental knowledge, their attitudes will be reflected. Therefore, it is necessary to have in the conscience, the environmental knowledge, in order to have environmental attitudes. In addition to awareness, it is also necessary to pass on trust. Conscious consumers need trust certificates to be sure they are really consuming more sustainable items. Green branding appears as an opportunity to highlight brands that are in fact sustainable, directly reaching consumers with attractive communication.
Description
Keywords
Consumismo Fast Fashion Green Branding Slow Fashion Sustentabilidade