O fenômeno da cultura sneaker no Brasil: uma abordagem pela teoria da prática

• Autor(a) principal: Romanini, Mariana Memrava
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/410
• topic: comportamento do consumidor; sneakers; teoria da cultura do consumidor; teoria da prática; consumer behavior; sneakers; consumer culture theory; theory of practice; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

This research addresses the phenomenon of sneaker consumption culture in Brazil, an item of clothing that became a symbol of urban culture in the late 1980s. Sneakerhead is the term used to refer to regular consumers of sneakers and its associated practices, although its exact definition is one of the purposes of this research. Until the 2000s, just a few people in Brazil called themselves sneakerheads - mostly people who were able to travel abroad and follow foreign trends. There are still countless uncertainties about this phenomenon, still little known and explored by the national market, so it was decided to study it from the consumer's point of view. The main objective is to understand the culture of the sneaker consumer in the national scenario creating a definition of sneakerhead that can be used in future studies as well as identify the practices associated with this culture and the main differences between national and foreign markets. To understand the object, how it can be perceived in the context of contemporary consumption and to support the objectives mentioned, concepts such as Consumer Culture Theory (CCT) and the Theory of Practice were used. The results showed two dimensions of the sneakers' culture: the consumption of stories (immaterial) and the consumption of the sneakers themselves (material), linked to practice commitments with material and symbolic emphasis, as these dimensions can coexist in the same individuals.