O efeito da moda sustentável sobre as atitudes e o comportamento dos jovens: um estudo de caso de estudantes universitários em Quevedo
Resumo
O setor de fast fashion é considerado o mais poluente do mundo devido à superprodução de têxteis. Para lidar com as preocupações ambientais, os varejistas do setor promoveram a moda sustentável para os consumidores nos últimos anos. A percepção dos jovens universitários sobre roupas sustentáveis na moda sustentável influencia o desenvolvimento de estratégias de marketing no setor. O objetivo deste estudo é explorar as correlações entre a conscientização do consumidor e a disposição dos jovens consumidores em comprar roupas sustentáveis. Este estudo utiliza metodologia qualitativa e quantitativa e, usando dados de uma amostra de 153 jovens universitários da cidade de Quevedo, os resultados indicam que a conscientização do consumidor sobre o marketing sustentável tem um efeito direto sobre a disposição dos consumidores de comprar roupas sustentáveis. Entretanto, a sensibilidade ao preço tem um efeito direto sobre a disposição dos consumidores de comprar roupas sustentáveis. Os consumidores que estão mais dispostos a comprar roupas sustentáveis provavelmente não pagarão mais por roupas sustentáveis e vice-versa, embora aqueles que estão mais dispostos sejam minoria, indicando alta sensibilidade ao preço que, por sua vez, afeta a disposição dos consumidores de comprar roupas sustentáveis.
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