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Barriers to the purchase of second hand clothes : the purchase of second hand clothes : barriers and challenges

2020-07-15Master thesis Restricted access
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorSilva, Susana Cristina Lima da Costa e
dc.contributor.advisorDuarte, Paulo Alexandre de Oliveira
dc.contributor.authorSantos, Ana Cristina Lança dos
dc.date.accessioned2021-02-03T12:31:30Z
dc.date.available2021-02-03T12:31:30Z
dc.date.issued2020-07-15
dc.date.submitted2020
dc.description.abstractA 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.pt_PT
dc.description.abstractThe 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.pt_PT
dc.identifier.tid202560902pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.14/31875
dc.language.isoengpt_PT
dc.subjectCompra de roupa em segunda mãopt_PT
dc.subjectExperiencia previapt_PT
dc.subjectConstrangimento socialpt_PT
dc.subjectFamiliaridade com os canaispt_PT
dc.subjectHigienept_PT
dc.subjectRiscopt_PT
dc.subjectMarcapt_PT
dc.subjectPreçopt_PT
dc.subjectEstilopt_PT
dc.subjectAmbiente de lojapt_PT
dc.subjectSustentabilidadept_PT
dc.subjectSecond-hand clothing purchasept_PT
dc.subjectPrevious experiencept_PT
dc.subjectSocial constructionpt_PT
dc.subjectChannel familiaritypt_PT
dc.subjectHygienept_PT
dc.subjectRiskpt_PT
dc.subjectBrandpt_PT
dc.subjectPricept_PT
dc.subjectStylept_PT
dc.subjectStore environmentpt_PT
dc.subjectSustainabilitypt_PT
dc.titleBarriers to the purchase of second hand clothes : the purchase of second hand clothes : barriers and challengespt_PT
dc.typemaster thesis
dspace.entity.typePublication
rcaap.rightsrestrictedAccesspt_PT
rcaap.typemasterThesispt_PT
thesis.degree.nameMestrado em Marketingpt_PT

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