Banca de DEFESA: AZENATY ALIAN LEITE DE SOUZA LIMA

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : AZENATY ALIAN LEITE DE SOUZA LIMA
DATE: 07/12/2022
TIME: 10:00
LOCAL: Google Meet - G Suite
TITLE:
KEY WORDS:

Sustainable Fashion. Willingness to Sacrifice. Environmental Concern. Perceived Consumer Effectiveness.

PAGES: 98
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

This study sought to investigate the influence of ecological concern, the perceived effectiveness
of the consumer and the willingness to sacrifice on the intention of consumption of sustainable
fashion of the consumers of the APL of confections in Pernambuco. It is noteworthy that the
approach of willingness to sacrifice in this research broadens the perspective that considers
sacrifice only with the perception of negative elements. To achieve the study guideline,
descriptive quantitative research was carried out, using a non-probabilistic sampling. Data
collection was carried out through an online survey, distributed by the snowball technique. The
sample obtained 362 respondents and used Structural Equation Modeling for data analysis. The
results obtained highlight that the purchase intention of sustainable fashion, in the APL of
confections in Agreste, is influenced by ecological concern, by the perceived effectiveness of
the consumer and by the willingness to sacrifice. Additionally, the influence of the willingness
to sacrifice construct is highlighted as a predictor of sustainable fashion purchase intention,
showing that consumers are willing to sacrifice something for the environment through the
consumption of sustainable fashion products. This study raises scientific and practical
contributions. About scientific contributions, it appears that the study presents itself as
unprecedented, further improving the role of knowledge in the context, by analyzing the
constructs and their relationship with sustainable fashion consumption, demonstrating their
importance as predictors, as well as the interrelationships with the constructs. In addition to
filling a theoretical gap on the ecological concern-purchase intention and a geographical gap
with a research carried out in an emerging country. Regarding practical contributions,
companies will be able to use this information to make decisions about the delimitation of the
market segment, the type of product to be offered and in the elaboration of communication
strategies, so that they are more assertive for this potential audience.

COMMITTEE MEMBERS:
Presidente - 1670188 - CRISTIANE SALOME RIBEIRO COSTA
Externo à Instituição - MARCUS AUGUSTO VASCONCELOS ARAÚJO - UPE
Interna - 1361593 - MARIANNY JESSICA DE BRITO SILVA