| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 885.97 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Objetivo: A intenção de compra de roupas em segunda-mão é influenciada por um conjunto de fatores que podem funcionar como uma barreira ou facilitador. De acordo com vários estudos esta intenção de compra é influenciada por atitudes face a uma marca, produto ou comportamento. As atitudes são voláteis e podem ser geridas se profissionais de marketing tiverem um conhecimento profundo sobre o que define essas atitudes. A culpa, geralmente definida como uma emoção negativa desenvolvidas no início da vida, tem a capacidade de influenciar os comportamentos de consumo dos humanos. Desta forma, a consumer guilt, pode surgir de quatro tipos de transgressões: culpa cultural, culpa financeira, culpa de responsabilidade social e culpa de saúde. Sabendo desta influência, muitas empresas promovem estratégias que visam a indução de culpa de forma a aumentar o envolvimento dos consumidores em comprar os seus produtos. Apesar disto, a culpa em mercados de roupa em segunda-mão é menos explorado e as conclusões sobre a eficácia dessas estratégias é escassa. Assim sendo, o objetivo deste estudo pretende perceber se a consumer guilt influência as atitudes face ao consumo de roupa em segunda-mão e dessa forma influência a intenção de compra dessas roupas. Metodologia: Para cumprir este objetivo foi conduzida uma investigação baseada num questionário e os dados obtidos foram tratados a luz de uma análise de equações estruturais. Conclusões: Os resultados de uma amostra de 235 participantes sugerem que as atitudes face à compra de roupa em segunda-mão tem influência na intenção de compra dessas mesmas roupas. No entanto parece que a culpa não se representa como um antecedente das atitudes e por isso não influenciam a intenção de compra de roupas em segunda-mão. Implicações práticas: Este resultado pode ser pertinente para os profissionais de marketing no momento de decisão de estratégias de indução de culpa em contextos de roupa em segunda-mão, uma vez que os resultados indicam se o investimento nestas estratégias têm ou não boas perspetivas de retorno. Originalidade: Num mundo onde a realidade empresarial implica cada vez mais considerações ambientais, este estudo contribui para o corpo de conhecimento sobre o consumo de roupas em segunda-mão e desta forma para a otimização da reciclagem através deste consumo.
Purpose: The intention to purchase second-hand clothes are influenced by a set of factors that can function as a barrier or a facilitator. According to several studies, one person has the intention to purchase something if the attitude towards that brand, product or a certain behavior is positive. Attitudes are volatile and can be managed if marketing professionals have a comprehensive knowledge of what defines these attitudes. Guilt is generally defined as a negative emotion developed in the early years of life with the ability to influence human consumption behavior. Guilt can arise from 4 types of transgressions: cultural guilt, financial guilt, social responsibility guilt, and health guilt. Knowing this, many companies promote guilt appealing strategies to engage people in buying their products. However, guilt in second-hand clothing markets is less explored and conclusions to whether applying these guilt appealing strategies are still scarce. Having this cleared out this research has one goal: Find out if guilt has a role in the attitudes towards second-hand clothes and therefore influence the purchase intention. Methodology: To verify these goals a survey-based investigation was conducted and the data obtained was treated with structural equation modeling. Findings: Results from a sample of 235 individuals suggest that attitudes towards second-hand clothes influence purchase intention. However, it seems that guilt it’s not an antecedent of these attitudes and therefore doesn’t influence the purchase intention of second-hand clothes. Practical Implications: These results could be pertinent for marketing professionals when it comes to applying guilt appealing strategies in the context of second-hand clothes since the results can indicate whether investing in strategies that stimulate guilt is or isn’t an investment with a good prospect of return. Originality: In a world where environmental implications are a reality for companies, this study contributes to the body of knowledge surrounding the consumption of second-hand clothes and therefore the optimization of recycling through this consumption.
Purpose: The intention to purchase second-hand clothes are influenced by a set of factors that can function as a barrier or a facilitator. According to several studies, one person has the intention to purchase something if the attitude towards that brand, product or a certain behavior is positive. Attitudes are volatile and can be managed if marketing professionals have a comprehensive knowledge of what defines these attitudes. Guilt is generally defined as a negative emotion developed in the early years of life with the ability to influence human consumption behavior. Guilt can arise from 4 types of transgressions: cultural guilt, financial guilt, social responsibility guilt, and health guilt. Knowing this, many companies promote guilt appealing strategies to engage people in buying their products. However, guilt in second-hand clothing markets is less explored and conclusions to whether applying these guilt appealing strategies are still scarce. Having this cleared out this research has one goal: Find out if guilt has a role in the attitudes towards second-hand clothes and therefore influence the purchase intention. Methodology: To verify these goals a survey-based investigation was conducted and the data obtained was treated with structural equation modeling. Findings: Results from a sample of 235 individuals suggest that attitudes towards second-hand clothes influence purchase intention. However, it seems that guilt it’s not an antecedent of these attitudes and therefore doesn’t influence the purchase intention of second-hand clothes. Practical Implications: These results could be pertinent for marketing professionals when it comes to applying guilt appealing strategies in the context of second-hand clothes since the results can indicate whether investing in strategies that stimulate guilt is or isn’t an investment with a good prospect of return. Originality: In a world where environmental implications are a reality for companies, this study contributes to the body of knowledge surrounding the consumption of second-hand clothes and therefore the optimization of recycling through this consumption.
Descrição
Palavras-chave
Roupa em segunda-mão Intenção de compra Atitudes face à compra de roupa em segunda-mão Culpa Second-hand clothes Purchase Intention Attitudes towards second-hand clothes Guilt