| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 5.39 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A moda é, atualmente, uma das indústrias mais lucrativas do mundo, mas também uma das
mais criticadas. O modelo de negócio da fast fashion, que globalizou a moda e tornou-a acessível a
várias camadas da população, é um modelo assente na exploração dos trabalhadores para maximizar
lucros, e numa cultura de ‘desperdício’, que impacta negativamente o nosso ambiente. Neste contexto,
surgem outros modelos de negócio, como a moda em segunda mão, capazes de absorver algum do
impacto causado pela fast fashion. Ainda que a indústria da moda esteja a investigar formas para
melhorar os seus processos e mitigar os seus efeitos, a decisão final reside no consumidor. E,
especialmente, nos consumidores das gerações mais novas – geração Y e geração Z.
Desta forma, este estudo tem como objetivo compreender e descrever qual a atitude e
comportamento de compra de duas gerações – geração Y e geração Z – face a dois modelos de negócio
da indústria da moda – Fast fashion e Moda em Segunda mão. Ao longo da investigação, tentou-se
compreender como é que as variáveis atitude e comportamento se relacionam neste contexto, e qual
o papel das motivações na mesma. Para tal, procedeu-se a um estudo dedutivo, através do método
quantitativo, onde se realizou um questionário para recolher os dados.
Os resultados desta investigação permitiram concluir que, enquanto a atitude face à fast
fashion é tendencialmente neutra, a atitude face à moda em segunda mão é tendencialmente positiva,
para ambas as coortes. A frequência de compra de ambas as gerações é mais significativa a nível da
fast fashion quando comparada com a moda em segunda mão, mas a geração Z já mostra uma maior
adoção à moda em segunda mão. O preço revelou-se como o fator de motivação com mais impacto
na compra, pelas duas coortes.
ABSTRACT: Fashion is currently one of the most profitable industries in the world, but also one of the most criticized. The fast fashion business model, which has globalized fashion and made it accessible to various layers of the population, is a model based on the exploitation of workers to maximize profits, and on a ‘throwaway’ culture, which negatively impacts our environment. In this context, other business models emerge, such as second-hand fashion, considered more sustainable and capable of absorbing part of the impact caused by fast fashion. While the fashion industry is looking to investigate ways to improve its processes and mitigate its negative effects, the final decision rests with the consumer. And, above all, consumers of the younger generations – generation Y and generation Z. Therefore, this study aimed to understand the attitude and buying behaviour of two generations – generation Y and generation Z – regarding two business models in the fashion industry – Fast Fashion and Second-Hand Fashion. Throughout the investigation, the author tried to understand how different attitudes and behaviours are related in this context, and what role motivations play in it. For this purpose, a deductive and quantitative study was carried out, using a questionnaire for data collection. The results of this research allow us to conclude that while attitude towards fast fashion is significantly neutral, the attitude towards second-hand fashion is significantly positive, for both generations. The purchase frequency of both generations is more significant in terms of fast fashion when compared to second-hand fashion, but Gen Z shows a greater adoption of second-hand fashion. Price proved to be the motivating factor with the greatest impact on the purchase of both fashion business models, for both cohorts.
ABSTRACT: Fashion is currently one of the most profitable industries in the world, but also one of the most criticized. The fast fashion business model, which has globalized fashion and made it accessible to various layers of the population, is a model based on the exploitation of workers to maximize profits, and on a ‘throwaway’ culture, which negatively impacts our environment. In this context, other business models emerge, such as second-hand fashion, considered more sustainable and capable of absorbing part of the impact caused by fast fashion. While the fashion industry is looking to investigate ways to improve its processes and mitigate its negative effects, the final decision rests with the consumer. And, above all, consumers of the younger generations – generation Y and generation Z. Therefore, this study aimed to understand the attitude and buying behaviour of two generations – generation Y and generation Z – regarding two business models in the fashion industry – Fast Fashion and Second-Hand Fashion. Throughout the investigation, the author tried to understand how different attitudes and behaviours are related in this context, and what role motivations play in it. For this purpose, a deductive and quantitative study was carried out, using a questionnaire for data collection. The results of this research allow us to conclude that while attitude towards fast fashion is significantly neutral, the attitude towards second-hand fashion is significantly positive, for both generations. The purchase frequency of both generations is more significant in terms of fast fashion when compared to second-hand fashion, but Gen Z shows a greater adoption of second-hand fashion. Price proved to be the motivating factor with the greatest impact on the purchase of both fashion business models, for both cohorts.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Moda Fast fashion Moda em Segunda-mão Geração Z Geração Y Fashion Second-hand fashion Generation Z Generation Y
Citation
Silva, D.L. (2022). A atitude e o comportamento de compra da Geração Y e Geração Z face à Fast Fashion e Moda em segunda mão [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/15672
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social