Understanding Brazilians’ Intentions in Consuming Sustainable Fashion
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/722 |
Resumo: | This study analyzed the determinants of sustainable fashion purchasing behavior, incorporating the following factors into the Theory of Planned Behavior: moral obligation, awareness of consequences, and previous sustainable purchasing behavior. A survey was carried out with Brazilian consumers of sustainable fashion, and a total of 179 responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that ‘moral obligation’ and ‘awareness of consequences’ had an impact on the behavioral attitude of sustainable fashion consumers. Furthermore, of the three TPB components, only attitude and ‘perceived behavioral control’ influenced the purchase intention. Finally, it was found that the actual consumption of sustainable fashion could be explained by the intention and the previous purchase behavior; also, age had a moderating influence on the relationship between the intention and the consumption of fashion. Therefore, this study provides marketers with comprehensive information about the psychological, social, cultural, and demographic determinants of sustainable fashion purchasing behavior. |
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BBR. Brazilian Business Review (English edition. Online) |
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Understanding Brazilians’ Intentions in Consuming Sustainable FashionEntendendo as intenções dos brasileiros de consumir moda sustentávelMoral ObligationAwareness of ConsequencesPrevious Purchase BehaviorObrigação MoralConsciência das ConsequênciasComportamento de Compra AnteriorThis study analyzed the determinants of sustainable fashion purchasing behavior, incorporating the following factors into the Theory of Planned Behavior: moral obligation, awareness of consequences, and previous sustainable purchasing behavior. A survey was carried out with Brazilian consumers of sustainable fashion, and a total of 179 responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that ‘moral obligation’ and ‘awareness of consequences’ had an impact on the behavioral attitude of sustainable fashion consumers. Furthermore, of the three TPB components, only attitude and ‘perceived behavioral control’ influenced the purchase intention. Finally, it was found that the actual consumption of sustainable fashion could be explained by the intention and the previous purchase behavior; also, age had a moderating influence on the relationship between the intention and the consumption of fashion. Therefore, this study provides marketers with comprehensive information about the psychological, social, cultural, and demographic determinants of sustainable fashion purchasing behavior.Este estudo verificou os determinantes que influenciam o comportamento de consumidores de moda sustentável, incorporando à Teoria do Comportamento Planejado os fatores: obrigação moral, consciência das consequências e o comportamento anterior de compra sustentável. Para isso, realizou-se uma survey com consumidores brasileiros de moda sustentável, e um total de 179 respostas foi analisado por meio da Modelagem de Equações Estruturais de Mínimos Quadrados Parciais (PLS-SEM). Os resultados indicaram que a obrigação moral e a consciência das consequências impactaram a atitude comportamental dos consumidores de moda sustentável. Outrossim, dos três componentes da TPB, apenas a atitude e o controle comportamental percebido influenciaram a intenção de compra. Finalmente, verificou-se que o consumo real de moda sustentável é explicado pela intenção e pelo comportamento de compra anterior, sendo que a variável idade moderou a relação entre intenção e o consumo de moda. Este estudo fornece aos profissionais de marketing informações abrangentes sobre os determinantes psicológicos, sociais, culturais e demográficos do comportamento de compra desses produtos.FUCAPE Business Shool2022-09-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/72210.15728/bbr.2022.19.5.4.enBrazilian Business Review; Vol. 19 No. 5 (2022): September to October 2022; 525-545Brazilian Business Review; v. 19 n. 5 (2022): Setembro a Outubro 2022; 525-5451808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/722/1081http://www.bbronline.com.br/index.php/bbr/article/view/722/1082Copyright (c) 2022 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessFloriano, Mikaelade Matos, Celso2022-09-26T13:33:02Zoai:ojs.pkp.sfu.ca:article/722Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2022-09-26T13:33:02BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Understanding Brazilians’ Intentions in Consuming Sustainable Fashion Entendendo as intenções dos brasileiros de consumir moda sustentável |
title |
Understanding Brazilians’ Intentions in Consuming Sustainable Fashion |
spellingShingle |
Understanding Brazilians’ Intentions in Consuming Sustainable Fashion Floriano, Mikaela Moral Obligation Awareness of Consequences Previous Purchase Behavior Obrigação Moral Consciência das Consequências Comportamento de Compra Anterior |
title_short |
Understanding Brazilians’ Intentions in Consuming Sustainable Fashion |
title_full |
Understanding Brazilians’ Intentions in Consuming Sustainable Fashion |
title_fullStr |
Understanding Brazilians’ Intentions in Consuming Sustainable Fashion |
title_full_unstemmed |
Understanding Brazilians’ Intentions in Consuming Sustainable Fashion |
title_sort |
Understanding Brazilians’ Intentions in Consuming Sustainable Fashion |
author |
Floriano, Mikaela |
author_facet |
Floriano, Mikaela de Matos, Celso |
author_role |
author |
author2 |
de Matos, Celso |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Floriano, Mikaela de Matos, Celso |
dc.subject.por.fl_str_mv |
Moral Obligation Awareness of Consequences Previous Purchase Behavior Obrigação Moral Consciência das Consequências Comportamento de Compra Anterior |
topic |
Moral Obligation Awareness of Consequences Previous Purchase Behavior Obrigação Moral Consciência das Consequências Comportamento de Compra Anterior |
description |
This study analyzed the determinants of sustainable fashion purchasing behavior, incorporating the following factors into the Theory of Planned Behavior: moral obligation, awareness of consequences, and previous sustainable purchasing behavior. A survey was carried out with Brazilian consumers of sustainable fashion, and a total of 179 responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicated that ‘moral obligation’ and ‘awareness of consequences’ had an impact on the behavioral attitude of sustainable fashion consumers. Furthermore, of the three TPB components, only attitude and ‘perceived behavioral control’ influenced the purchase intention. Finally, it was found that the actual consumption of sustainable fashion could be explained by the intention and the previous purchase behavior; also, age had a moderating influence on the relationship between the intention and the consumption of fashion. Therefore, this study provides marketers with comprehensive information about the psychological, social, cultural, and demographic determinants of sustainable fashion purchasing behavior. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-09-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/722 10.15728/bbr.2022.19.5.4.en |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/722 |
identifier_str_mv |
10.15728/bbr.2022.19.5.4.en |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/722/1081 http://www.bbronline.com.br/index.php/bbr/article/view/722/1082 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 19 No. 5 (2022): September to October 2022; 525-545 Brazilian Business Review; v. 19 n. 5 (2022): Setembro a Outubro 2022; 525-545 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239905619968 |