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Abstract(s)
A compra de roupa em segunda mao e um metodo de consumo de roupa em crescimento. No entanto, devido a todos os beneficios que este metodo apresenta, a adesao nao e tao grande como poderia ser. Varios estudos exploraram as principais motivacoes, mas poucos incidiram sobre os fatores que impedem os consumidores de adotar este comportamento de consumo. Este estudo pretende identificar barreiras, atraves das diferencas na percecao dos consumidores experientes e inexperientes. Da literatura foram selecionadas as motivacoes mais frequentes e algumas das barreiras ja identificadas a compra de SHC e agrupados em 3 constructos: percecoes do consumidor, ambiente de compra e caracteristicas do produto. A recolha de dados primarios foi efetuada atraves de um questionario online e posteriormente analisados atraves do SPSS. A analise as respostas demonstrou que ter uma experiencia previa na compra de SHC influencia a percecao que os consumidores tem das barreiras. Os resultados indicam tambem que o constrangimento social e o fator que influencia mais negativamente a compra de roupa em segunda mao, tal como o desconhecimento dos consumidores relativamente aos canais disponiveis para este tipo de compra. Assim, recomenda-se que as lojas de roupa em segunda mao estabelecam estrategias de marketing com o intuito de publicitar, mas tambem de desmistificar e educar o consumidor sobre este mercado.
The purchase of second-hand clothing (SHC) is a growing method of clothing consumption. However, due to all the benefits that this method presents, consumer adherence is not as high as it could be. Several studies have explored the main motivations, but few have focused on the factors that prevent consumers from adopting this consumption behaviour. This study intends to identify barriers through the differences in the perception of experienced and inexperienced consumers in second-hand clothing purchase. The most frequent motivations and some of the already identified barriers to the purchase SHC were selected from the literature, and grouped in three constructs, consumer perceptions, purchase environment and product characteristics. The collection of primary data was conducted through an online questionnaire and subsequently analysed using the SPSS. The analysis of the responses showed that having previous experience in purchasing SHC influences the perception that consumers have of the barriers. The results also indicate that Social Embarrassment is the factor that most negatively influences the purchase of SHC, as well as the consumers' lack of knowledge regarding the channels available to this type of purchase. On this basis, it is recommended that SHC stores establish marketing strategies not only with advertisement purposes but also to educate consumers about this market.
The purchase of second-hand clothing (SHC) is a growing method of clothing consumption. However, due to all the benefits that this method presents, consumer adherence is not as high as it could be. Several studies have explored the main motivations, but few have focused on the factors that prevent consumers from adopting this consumption behaviour. This study intends to identify barriers through the differences in the perception of experienced and inexperienced consumers in second-hand clothing purchase. The most frequent motivations and some of the already identified barriers to the purchase SHC were selected from the literature, and grouped in three constructs, consumer perceptions, purchase environment and product characteristics. The collection of primary data was conducted through an online questionnaire and subsequently analysed using the SPSS. The analysis of the responses showed that having previous experience in purchasing SHC influences the perception that consumers have of the barriers. The results also indicate that Social Embarrassment is the factor that most negatively influences the purchase of SHC, as well as the consumers' lack of knowledge regarding the channels available to this type of purchase. On this basis, it is recommended that SHC stores establish marketing strategies not only with advertisement purposes but also to educate consumers about this market.
Description
Keywords
Compra de roupa em segunda mão Experiencia previa Constrangimento social Familiaridade com os canais Higiene Risco Marca Preço Estilo Ambiente de loja Sustentabilidade Second-hand clothing purchase Previous experience Social construction Channel familiarity Hygiene Risk Brand Price Style Store environment Sustainability