Detalhes bibliográficos
| Ano de defesa: |
2018 |
| Autor(a) principal: |
Zeitune, Leonardo Jacques Gammal
 |
| Orientador(a): |
Dubeux, Veranise Jacubowski Correia |
| Banca de defesa: |
Kamlot, Daniel,
Mattoso, Cecília Lima de Queirós |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado Profissional em Gestão da Economia Criativa
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede2.espm.br/handle/tede/360
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Resumo: |
The present study, considering the fashion market, has as a main objective to understand which are the most valued sustainable consumption practices by the youth of Rio de Janeiro during the purchase decision process. For this purpose, an exploratory bibliographical research on the theme was first carried out. Subsequently, the results of a quantitative research (QUANTI 1) elaborated by the author in the year 2017 were used to relate the family income of the young university students with their conscious consumption. For the third and fourth phase of the research, a qualitative descriptive research was performed, dividing it into two stages. In the first stage (QUALI 1), interviews were conducted with five young entrepreneurs from the sustainable fashion sector based on a script composed of 19 questions considering sustainable practices within the organizations, the conscious consumption behavior of the youth and the future of sustainable retail market in Brazil. For the second stage (QUALI 2), a focus group was conducted with seven young adults from 18 to 29 years old, in two sessions, in order to obtain more detailed and in-depth information about their perceptions, beliefs, attitudes, and behaviors considering the sustainable fashion sector. The results indicate that young people are abdicating certain habits and going through a change in favor of sustainability, but the future of sustainable fashion in the country is still a challenge that depends not only on young entrepreneurs and consumers, but also on the major fashion brands which reinforces the applicability of this study to large fashion companies in order to investigate whether they have sustainable marketing strategies in their communication process |
