Palavras-chave
Engajamento
Percepção de Valor
Fast Fashion
Branding Sustentável.
Como Citar
Resumo
Objetivo do Trabalho: Analisar como o engajamento sustentável do consumidor influencia o comportamento de consumo sustentável no setor da moda, considerando o papel mediador da percepção de valor e o efeito moderador da comunicação institucional e do reconhecimento social das marcas.
Metodologia: Pesquisa quantitativa de natureza descritiva, baseada em survey online aplicada a 780 consumidores brasileiros. Os dados foram analisados por meio de Modelagem de Equações Estruturais (SEM), com validação dos construtos via Análise Fatorial Confirmatória (CFA) e testes de mediação e moderação por bootstrap.
Originalidade: O estudo propõe e valida um modelo integrativo que articula engajamento sustentável, percepção de valor e comunicação institucional em um único arcabouço empírico, avançando a literatura ao explicar o gap entre intenção e comportamento no consumo sustentável de moda.
Principais Resultados: Os resultados indicam que o engajamento sustentável exerce efeito direto positivo sobre o consumo sustentável, com mediação parcial da percepção de valor. Campanhas e mídias sociais, bem como a conscientização sobre a marca, moderam positivamente essa relação, enquanto a confiança genérica em campanhas não apresentou efeito significativo.
Contribuições Teóricas: A pesquisa contribui para o campo do comportamento do consumidor sustentável ao integrar fatores psicológicos, valorativos e comunicacionais, oferecendo evidências empíricas em contexto brasileiro e ampliando modelos tradicionalmente fragmentados.
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