Banca de DEFESA: VIVIAN PEUCKERT BUTTELLI

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : VIVIAN PEUCKERT BUTTELLI
DATE: 01/12/2023
TIME: 13:30
LOCAL: Google Meet
TITLE:

Fashion industry sustainability labels as a purchase value attribute

KEY WORDS:

Sustainability; Certification; Consumer behavior; Fashion industry

PAGES: 134
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUBÁREA: Administração de Setores Específicos
SUMMARY:

Due to the expansion of the debate involving sustainability in the world, questions about the policies of companies in the fashion sector and their practices are precepts increasingly being observed by the consumer public. In this regard, discussions about sustainability in fashion have been gaining ground, demonstrating the importance of sustainable production and bringing up concepts such as circular economy and reuse of raw materials, resources, energy and workers protection. In this context, it is necessary to address sustainability certifications, which may appear in the form of seals, certifications or certification trademarks and whose main purpose is to inform consumers of the practices used so that they align with their preferences. Therefore, this study analyzes aspects of the Brazilian consumer's purchasing decision-making process when choosing fashion items, identifying the consumer's profile and their consumption relationship with seals, certifications and sustainable certification brands aimed at the fashion market. Data collection was carried out online and divided into three blocks, identification of the economic-social profile, choice of attributes and scale Young Consumers' Sustainable Consumption Behavior. To analyze the results, we worked with 4 hypotheses in order to verify whether the sustainability seal is perceived and valued by the consumer public. The results indicate that most respondents have an initial intention to purchase items that have the sustainability seal, but that the price influences the final purchase decision, where they are willing to pay for the sustainability seals, as long as it is not a higher priced product.

COMMITTEE MEMBERS:
Presidente - 1505401 - CLAUDIO VINICIUS SILVA FARIAS
Interna - 1504753 - VERA LUCIA MILANI MARTINS
Externa à Instituição - ANGELA DE MOURA FERREIRA DANILEVICZ - UFRGS
Externa à Instituição - PATRICIA DE OLIVEIRA AREAS - UNIVILLE