Moda e sustentabilidade: decisão de compra dos consumidores de uma marca de sapatos artesanais, louloux
DOI:
https://doi.org/10.53946/rmr.v3i1.20Keywords:
Moda, Sustentabilidade, Comportamento do Consumidor, Decisão de CompraAbstract
Objective: This study aims to identify the influence of the sustainability factor at the time of consumer purchase decision making of a brand of sustainable handmade shoes.
Methodology: We conducted a qualitative research approach and used the single case study. In-depth interviews were carried out with 11 brand consumers.
Originality: Detailing the decision-making process of consumers in a complete way, integrating the decision-making process, according to Samara and Morsch (2010), in a sustainable fashion brand.
Main results: The decision-making process is complex and suffers from several influences, the most important factor for consumers' purchase decision-making was the design, price and quality of the products and sustainability came as a consequence of these attributes.
Theoretical Contributions: In terms of theoretical contributions, the study intends to contribute to further research in the field of consumer behavior and purchase decision making based on the investigation of the universe of sustainable fashion consumption. The applied decision-making process can serve as a model for other studies.
Social / management contributions: In terms of social contributions, the research will contribute to the understanding of sustainable fashion and purchase, and in managerial terms, the research will contribute to a better understanding of the decision-making processes for companies present in this universe.
Keywords: Fashion, Sustainability, Consumer Behavior, Purchase Decision.
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