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A importância do papel do consumidor para a sustentabilidade da indústria "fast fashion"
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A consciencialização crescente sobre os impactos ambientais e sociais da moda evidencia a necessidade de compreender o papel do consumidor na transição para a sustentabilidade. A Fast Fashion, associada à produção em massa e ao consumo acelerado, é vista como uma das indústrias mais problemáticas, enquanto alternativas como a Moda Circular, o Slow Fashion e a Eco-Fashion propõem modelos mais éticos e responsáveis. O consumidor assume, assim, um papel central, quer pela adoção de práticas de reutilização e reciclagem, quer pela valorização de marcas que comunicam responsabilidade de forma transparente. A presente investigação tem como questão de partida: “O nível de conhecimento dos consumidores portugueses sobre os impactos ambientais e sociais da Fast Fashion influencia as suas escolhas de consumo e a adoção de práticas sustentáveis?”. Os objetivos de investigação passam por apurar o conhecimento do consumidor português sobre os impactos ambientais e sociais da Fast Fashion, identificar o seu conhecimento relativamente às alternativas sustentáveis, analisar os hábitos de consumo, utilização e descarte de vestuário, compreender o processo de decisão de compra entre produtos Fast Fashion e sustentáveis e, por fim, avaliar o papel da comunicação e marketing digital sustentável das marcas na consciencialização e influência do consumidor. Metodologicamente, seguiu-se uma abordagem exploratória, de natureza quantitativa e transversal, tendo sido aplicado um inquérito por questionário online que recolheu 204 respostas válidas. A análise foi feita com recurso a estatística descritiva, permitindo mapear padrões de perceção e comportamento. Os principais resultados revelam que os consumidores portugueses têm, em geral, consciência dos impactos negativos da Fast Fashion, mas esse conhecimento não se reflete de forma consistente em escolhas de consumo sustentáveis. O preço, a qualidade, a conveniência e o estilo mantêm-se como os principais critérios de decisão, deixando a sustentabilidade para um plano secundário. Verificou-se ainda que a comunicação digital sustentável das marcas possui algum potencial para sensibilizar e educar, embora a sua eficácia prática na alteração dos hábitos de consumo se mantenha limitada.
The growing awareness of the environmental and social impacts of fashion highlights the need to understand the role of consumers in the transition to sustainability. Fast Fashion, linked to mass production and accelerated consumption, is seen as one of the most problematic industries, while alternatives such as Circular Fashion, Slow Fashion, and EcoFashion propose more ethical and responsible models. Consumers therefore play a central role, both by adopting practices of reuse and recycling and by valuing brands that communicate responsibility in a transparent way. This research was guided by the following research question: “Does the level of knowledge of Portuguese consumers about the environmental and social impacts of Fast Fashion influence their consumption choices and the adoption of sustainable practices?”. The objectives of this study were to assess Portuguese consumers’ knowledge of the environmental and social impacts of Fast Fashion, to identify their knowledge of sustainable alternatives, to analyze their habits of consumption, use, and disposal of clothing, to understand the decision-making process between Fast Fashion and sustainable products, and finally, to evaluate the role of brands’ sustainable digital communication and marketing in consumer awareness and influence. Methodologically, an exploratory, quantitative, and cross-sectional approach was adopted. An online survey was applied, obtaining 204 valid responses. The data was analyzed using descriptive statistics, allowing the identification of patterns of perception and behavior. The main results reveal that Portuguese consumers are generally aware of the negative impacts of Fast Fashion, but this knowledge is not consistently reflected in sustainable consumption choices. Price, quality, convenience and style remain the main decision-making criteria, leaving sustainability in a secondary position. It was also found that brands’ sustainable digital communication has some potential to raise awareness and educate consumers, although its practical effectiveness in changing consumption habits remains limited.
The growing awareness of the environmental and social impacts of fashion highlights the need to understand the role of consumers in the transition to sustainability. Fast Fashion, linked to mass production and accelerated consumption, is seen as one of the most problematic industries, while alternatives such as Circular Fashion, Slow Fashion, and EcoFashion propose more ethical and responsible models. Consumers therefore play a central role, both by adopting practices of reuse and recycling and by valuing brands that communicate responsibility in a transparent way. This research was guided by the following research question: “Does the level of knowledge of Portuguese consumers about the environmental and social impacts of Fast Fashion influence their consumption choices and the adoption of sustainable practices?”. The objectives of this study were to assess Portuguese consumers’ knowledge of the environmental and social impacts of Fast Fashion, to identify their knowledge of sustainable alternatives, to analyze their habits of consumption, use, and disposal of clothing, to understand the decision-making process between Fast Fashion and sustainable products, and finally, to evaluate the role of brands’ sustainable digital communication and marketing in consumer awareness and influence. Methodologically, an exploratory, quantitative, and cross-sectional approach was adopted. An online survey was applied, obtaining 204 valid responses. The data was analyzed using descriptive statistics, allowing the identification of patterns of perception and behavior. The main results reveal that Portuguese consumers are generally aware of the negative impacts of Fast Fashion, but this knowledge is not consistently reflected in sustainable consumption choices. Price, quality, convenience and style remain the main decision-making criteria, leaving sustainability in a secondary position. It was also found that brands’ sustainable digital communication has some potential to raise awareness and educate consumers, although its practical effectiveness in changing consumption habits remains limited.
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Fast fashion Moda sustentável comportamento do consumidor Consumidor português Comunicação sustentável Sustainable fashion Consumer behavior Portuguese consumer Sustainable communication
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Licença CC
Sem licença CC