CLSBE - Dissertações de Mestrado / Master Dissertations
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Browsing CLSBE - Dissertações de Mestrado / Master Dissertations by Author "Abreu, Emília Regina Fernandes de"
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- Collaborative conspicuousness : examining the effects of conspicuity on sustainable clothing consumption decisionsPublication . Abreu, Emília Regina Fernandes de; Colaço, Vera Maria Portela Herédia Lancastre FreitasIn the light of consumers’ excessive consumption of Fashion goods, that is going over the limits of the Earth’s capabilities, and immoderate unhuman working conditions of some garment workers, there is a need for behavioural change. It is critical to understand how that change can be turned into a reality, for corporate, public policy makers, and for the citizens themselves, so that a revolution in consumption patterns is made and a more sustainable society is created. With this in mind, new alternatives arise, such is the case of Collaborative Consumption, part of the so-called Sharing Economy. The present dissertation aims to examine the effect of conspicuity, an individual characteristic that is at the heart and center of mindless consumption, as a strong motivator for more sustainable consumption behaviors. Based on a review of the academic literature on decision-making, conspicuous and status consumption, and Millennials, an experimental study design was used to test for the conspicuous effects on consumers’ likelihood to engage in collaborative ways of consumption and their willingness to pay for designer clothes. Results show, that high conspicuity is an important enabler for the engagement in Collaborative Consumption. Thereby, the present dissertation makes a potential contribution on solutions to Fashion, by presenting alternatives to decrease extreme consumption and extending the life span of existing garments. Above all, the present research holds important repercussions for the marketing literature and the Shared Economy consumption providers, in general.