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Abstract(s)
A comunicação sustentável é cada vez mais utilizada como estratégia por parte das
marcas de forma a alertar para a sustentabilidade, como também de aumentar a proximidade
com os seus consumidores. Esta comunicação por parte das marcas de moda portuguesas
sustentáveis, pode ser percecionada como uma ferramenta útil na mudança de paradigma do
comportamento dos consumidores, uma vez que alerta para os problemas da indústria da
moda, demonstrando a importância da sustentabilidade neste setor. Os indivíduos expostos
a esta comunicação podem vir a adotar um comportamento mais consciente e responsável.
O presente estudo teve como objetivo concluir o impacto que a comunicação
sustentável da ISTO. tem no comportamento dos seus consumidores e potenciais
consumidores, percebendo se estes alteram ou não o seu comportamento devido a esta
comunicação. Pretendeu-se perceber se a ISTO. tem impacto na indústria da moda,
apresentado inovação e demonstrando a importância e possibilidade da sustentabilidade
neste setor, assim como compreender qual o valor que os consumidores e potenciais
consumidores atribuem à sustentabilidade da marca. Houve ainda o objetivo de concluir se
os consumidores e potenciais consumidores da ISTO. a percecionam como uma marca de
referência, no conjunto de marcas de moda portuguesas sustentáveis.
Relativamente à recolha de dados, no método qualitativo realizou-se a análise
documental sobre a marca, principalmente da sua comunicação, complementando com a
entrevista exploratória à Marketing Experience Manager da ISTO.. No método quantitativo
realizou-se um inquérito por questionário aos consumidores e potenciais consumidores da
ISTO., onde se obteve uma amostra de 154 inquiridos. A questão de partida que permitiu
guiar o presente estudo foi: “Qual o impacto que a comunicação sustentável da ISTO. tem
no comportamento dos seus consumidores e potenciais consumidores?”, onde os principais
resultados obtidos revelaram que a comunicação sustentável da ISTO. tem impacto positivo
no comportamento dos seus consumidores e potenciais consumidores, levando-os a alterar
o seu comportamento do dia a dia, agindo de forma mais consciente e responsável face à
sustentabilidade.
Sustainable communication is increasingly used as a strategy by brands in order to alert to sustainability, as well as to increase proximity to their consumers. This communication by sustainable portuguese fashion brands, can be perceived as a useful tool in changing the paradigm of consumer behavior, since it alerts to the problems of the fashion industry, demonstrating the importance of sustainability in this sector. Individuals exposed to this communication may adopt a more conscious and responsible behavior. The present study aimed to conclude the impact that the sustainable communication of ISTO. has in the behavior of its consumers and potential consumers, understanding whether or not they change their behavior due to this communication. It was intended to understand if ISTO. has an impact on the fashion industry, presenting innovation and demonstrating the importance and possibility of sustainability in this sector, as well as understanding the value that consumers and potential consumers attribute to the brand’s sustainability. There was also the objective to conclude if consumers and potential consumers of ISTO. perceived it as a reference brand in the set of sustainable portuguese fashion brands. Regarding data collection, in the qualitative method was carried out the documentary analysis on the brand, especially its communication, complementing with the exploratory interview to the Marketing Experience Manager of ISTO.. In the quantitative method, a questionnaire was conducted to consumers and potential consumers of ISTO., where a sample of 154 respondents was obtained. The research question that allowed to guide the present study was: "What is the impact that the sustainable communication of ISTO. has in the behavior of its consumers and potential consumers?" where the main results revealed that the sustainable communication of ISTO. has a positive impact on the behavior of its consumers and potential consumers, leading them to change their daily behavior, acting more consciously and responsibly towards sustainability.
Sustainable communication is increasingly used as a strategy by brands in order to alert to sustainability, as well as to increase proximity to their consumers. This communication by sustainable portuguese fashion brands, can be perceived as a useful tool in changing the paradigm of consumer behavior, since it alerts to the problems of the fashion industry, demonstrating the importance of sustainability in this sector. Individuals exposed to this communication may adopt a more conscious and responsible behavior. The present study aimed to conclude the impact that the sustainable communication of ISTO. has in the behavior of its consumers and potential consumers, understanding whether or not they change their behavior due to this communication. It was intended to understand if ISTO. has an impact on the fashion industry, presenting innovation and demonstrating the importance and possibility of sustainability in this sector, as well as understanding the value that consumers and potential consumers attribute to the brand’s sustainability. There was also the objective to conclude if consumers and potential consumers of ISTO. perceived it as a reference brand in the set of sustainable portuguese fashion brands. Regarding data collection, in the qualitative method was carried out the documentary analysis on the brand, especially its communication, complementing with the exploratory interview to the Marketing Experience Manager of ISTO.. In the quantitative method, a questionnaire was conducted to consumers and potential consumers of ISTO., where a sample of 154 respondents was obtained. The research question that allowed to guide the present study was: "What is the impact that the sustainable communication of ISTO. has in the behavior of its consumers and potential consumers?" where the main results revealed that the sustainable communication of ISTO. has a positive impact on the behavior of its consumers and potential consumers, leading them to change their daily behavior, acting more consciously and responsibly towards sustainability.
Description
Keywords
Sustentabilidade Comunicação Indústria de moda Marcas portuguesas sustentáveis Comportamento do consumidor Sustainability Communication Fashion industry Sustainable portuguese brands Consumer behavior