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Moda e sustentabilidade: sustentabilidade, gestão da marca e determinantes da escolha do consumidor
| Name: | Description: | Size: | Format: | |
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| 32663 | 2.45 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
No estudo apresentado, propomo-nos analisar o tema da sustentabilidade no setor da moda. Um assunto de grande relevância na atualidade, uma vez que o setor da moda é responsável por danos ambientais e humanos, e por isso, engloba várias áreas de estudo, desde questões ambientais, a sociais e económicas.
Segundo a Comissão Brundtland das Nações Unidas, a Sustentabilidade define-se como “atender às necessidades do presente sem comprometer a capacidade das gerações futuras de atender às suas próprias necessidades”.
Reconhecemos o impacto positivo das novas tecnologias no nosso quotidiano, porém o lado negativo faz-se também sentir. Certos avanços tecnológicos levaram a um consumo desenfreado de recursos naturais, perturbando assim o equilíbrio ecológico.
Hoje em dia, vivemos numa sociedade consumista, onde o conceito de “Fast-Fashion” tomou proporções problemáticas. Um dos sectores que mais poluição provoca é a produção têxtil. Marcas conhecidas do nosso público como por exemplo: Zara, H & M, entre outras, elegem o continente asiático como local de produção por este oferecer preços mais competitivos. Além disso, representa uma ameaça significativa para o meioambiente, por ser extremamente poluente. Uma das soluções encontradas foi optar pelo investimento em práticas sustentáveis.
Deste modo, as indústrias da moda procuram cada vez mais assumir um compromisso mais responsável. Comprometem-se a investir numa produção mais sustentável e criam campanhas com o objetivo de guiar o consumidor a adotar um comportamento mais consciente.
Nesta presente investigação, segundo os resultados obtidos a sustentabilidade ainda não se encontra suficientemente integrada no quotidiano dos consumidores de moda. Além de estarem atentos ao período difícil pelo qual estamos a ultrapassar, ainda existem lacunas que não os convencem a 100% de que as práticas de sustentabilidade podem resolver certos problemas existentes. No entanto, com a chegada da Covid-19, muitos consumidores se conscientizaram das dificuldades que se poderiam adicionar e começaram a prestar mais atenção ao seu próprio lado consumista. Nisto tudo, as marcas também têm um papel importante em jogo, sobretudo as de fast-fashion. Pois mesmo adicionando a sustentabilidade ao seu plano de negócios e aplicando novas práticas sustentáveis, dando à marca uma melhor imagem e que se preocupa com o bem-estar, é necessário, ou até essencial, não só fazer passar a mensagem, mas também mostrar e comunicar com os seus clientes das novidades propostas. Como explicado no caso de H&M.
Dar ao consumidor o conhecimento, é um ponto importantíssimo, não só para contribuir à imagem da empresa como também contribuir para que os consumidores comecem a aderir a estes novos ideais que podem mudar o mundo.
In the study presented, we propose to analyze the theme of sustainability in the fashion sector. A subject of great relevance nowadays, since the fashion industry is responsible for environmental and human damage, and therefore encompasses several areas of study, from environmental to social and economic issues. According to the United Nations Brundtland Commission, Sustainability is defined as “meeting the needs of the present without compromising the ability of future generations to meet their own needs”. We recognize the positive impact of new technologies on our daily lives, but the negative side is also felt. Certain technological advances have led to an unrestrained consumption of natural resources, therefore upsetting the ecological balance. Nowadays, we live in a consumer society, where the concept of “Fast-Fashion” has taken on problematic proportions.One of the sectors that causes the most pollution is textile production. Brands known to our public, such as: Zara, H & M, among others, select the Asian continent as their production site because it offers more competitive prices. Furthermore, it represents a significant threat to the environment, as it is extremely polluting. One of the solutions found was to invest in sustainable practices. This way, the fashion industries are increasingly looking to assume a more responsible compromise. They are committed to investing in more sustainable production and create campaigns with the aim of guiding consumers to adopt a more conscious behavior. Our study aims to promote sustainability in the fashion world, analyzing to what extent this is an important point for brands to stand out and the influence of sustainability practices on the final consumer choice. In this research, according to the results obtained, sustainability is not yet sufficiently integrated into the daily lives of fashion consumers. Besides being aware of the difficult period through which we are going through, there are still gaps that do not convince them 100% that sustainability practices can solve certain existing problems. However, with the arrival of Covid-19, many consumers have become aware of the difficulties that could be added and have started to pay more attention to their own consumerist side. In all this, brands also have an important role at play, especially fast-fashion brands. For even adding sustainability to their business plan and applying new sustainable practices, giving the brand a better image and that they care about well-being, it is necessary, or even essential, not only to get the message across, but also to show and communicate with their customers of the proposed novelties. As explained in the case of H&M. Giving the consumer he knowledge, is a very important point, not only to contribute to the brand image but also to contribute so the consumers start to adhere to these new ideals that can change the world.
In the study presented, we propose to analyze the theme of sustainability in the fashion sector. A subject of great relevance nowadays, since the fashion industry is responsible for environmental and human damage, and therefore encompasses several areas of study, from environmental to social and economic issues. According to the United Nations Brundtland Commission, Sustainability is defined as “meeting the needs of the present without compromising the ability of future generations to meet their own needs”. We recognize the positive impact of new technologies on our daily lives, but the negative side is also felt. Certain technological advances have led to an unrestrained consumption of natural resources, therefore upsetting the ecological balance. Nowadays, we live in a consumer society, where the concept of “Fast-Fashion” has taken on problematic proportions.One of the sectors that causes the most pollution is textile production. Brands known to our public, such as: Zara, H & M, among others, select the Asian continent as their production site because it offers more competitive prices. Furthermore, it represents a significant threat to the environment, as it is extremely polluting. One of the solutions found was to invest in sustainable practices. This way, the fashion industries are increasingly looking to assume a more responsible compromise. They are committed to investing in more sustainable production and create campaigns with the aim of guiding consumers to adopt a more conscious behavior. Our study aims to promote sustainability in the fashion world, analyzing to what extent this is an important point for brands to stand out and the influence of sustainability practices on the final consumer choice. In this research, according to the results obtained, sustainability is not yet sufficiently integrated into the daily lives of fashion consumers. Besides being aware of the difficult period through which we are going through, there are still gaps that do not convince them 100% that sustainability practices can solve certain existing problems. However, with the arrival of Covid-19, many consumers have become aware of the difficulties that could be added and have started to pay more attention to their own consumerist side. In all this, brands also have an important role at play, especially fast-fashion brands. For even adding sustainability to their business plan and applying new sustainable practices, giving the brand a better image and that they care about well-being, it is necessary, or even essential, not only to get the message across, but also to show and communicate with their customers of the proposed novelties. As explained in the case of H&M. Giving the consumer he knowledge, is a very important point, not only to contribute to the brand image but also to contribute so the consumers start to adhere to these new ideals that can change the world.
Description
Keywords
Sustentabilidade Indústria de vestuário Fabricação viciante (AM) Indústria da moda Moda rápida Sustentabilidade organizacional Sustentabilidade económica Sustentabilidade social e sustentabilidade ambiental Práticas sustentáveis Sustainability Clothing industry Additive manufacturing (AM) Fashion industry Fast fashion Organizational sustainability Economic sustainability Sustainable practice