Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/22724 |
Resumo: | With the current situation of our modern society´s fast-changing desires and overconsumption, researchers and environmentalists agree that a change is needed and developing more sustainable behaviors is essential. This includes how we produce and consume clothing. Sustainable fashion is a rather new, but an increasingly emerging concept. Yet, not enough knowledge is available about the topic in the fashion industry. This current study aims to examine the usage of informational advertising in the context of sustainable fashion and its implications for consumers. Based on prior academic literature about sustainability in the fashion industry, about consumer knowledge and marketing communications, an experimental study design was performed to examine how different advertising scenarios with varying information inputs impact consumers’ willingness to purchase sustainable fashion. Consumers’ aesthetic and quality perceptions about the concept are also analysed. Results show that including information in advertising has a positive effect on quality perceptions and boosts the willingness to purchase sustainable fashion. Hence, this present dissertation contributes to a better understanding of consumers’ needs and motivations to engage in more sustainable buying behaviors. Furthermore, the dissertation provides important implications for marketers to promote sustainable fashion purchases and contributes to marketing literature in the context of sustainable consumption. |
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Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchaseDomínio/Área Científica::Ciências Sociais::Economia e GestãoWith the current situation of our modern society´s fast-changing desires and overconsumption, researchers and environmentalists agree that a change is needed and developing more sustainable behaviors is essential. This includes how we produce and consume clothing. Sustainable fashion is a rather new, but an increasingly emerging concept. Yet, not enough knowledge is available about the topic in the fashion industry. This current study aims to examine the usage of informational advertising in the context of sustainable fashion and its implications for consumers. Based on prior academic literature about sustainability in the fashion industry, about consumer knowledge and marketing communications, an experimental study design was performed to examine how different advertising scenarios with varying information inputs impact consumers’ willingness to purchase sustainable fashion. Consumers’ aesthetic and quality perceptions about the concept are also analysed. Results show that including information in advertising has a positive effect on quality perceptions and boosts the willingness to purchase sustainable fashion. Hence, this present dissertation contributes to a better understanding of consumers’ needs and motivations to engage in more sustainable buying behaviors. Furthermore, the dissertation provides important implications for marketers to promote sustainable fashion purchases and contributes to marketing literature in the context of sustainable consumption.Com a situação atual da nossa sociedade moderna, os seus desejos e consumo excessivo, investigadores e ambientalistas concordam que uma mudança nestes hábitos é essencial assim como o desenvolvimento de comportamentos mais sustentáveis. Isso inclui a maneira como nós produzimos e consumimos artigos de roupa. A moda sustentável é um conceito novo, mas cada vez mais emergente. No entanto, não há conhecimento suficiente e satisfatório sobre este segmento na indústria da moda. Assim sendo, esta dissertação tem como objetivo examinar o uso da informação em publicidade no contexto da moda sustentável e suas implicações para os consumidores. Baseado na literatura académica sobre sustentabilidade e a indústria da moda, o conhecimento do consumidor e a comunicação de marketing, foi criado um estudo experimental para analisar cenários publicitários com informações variadas e os seus efeitos sobre a disposição do consumidor em comprar produtos de moda sustentável, bem como suas percepções estéticas e de qualidade sobre este conceito. Os resultados mostram que a inclusão de informação na publicidade tem um efeito positivo nas percepções de qualidade e também aumenta a vontade de comprar produtos de moda sustentável. A presente tese é assim, uma contribuição para se melhor entender as necessidades dos consumidores, e as suas motivações para que haja um compromisso duradouro com vista ao comportamento de compra mais sustentável. Além disso, a dissertação fornece importantes implicações para as marcas promoverem as compras de moda sustentável e contribui também, para a literatura de marketing sustentável.Colaço, Vera Maria Portela Herédia Lancastre FreitasVeritati - Repositório Institucional da Universidade Católica PortuguesaReif, Christina Eva2017-08-02T11:57:48Z2017-07-2020172017-07-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/22724TID:201725347enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:28:57Zoai:repositorio.ucp.pt:10400.14/22724Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:18:53.408002Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase |
title |
Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase |
spellingShingle |
Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase Reif, Christina Eva Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase |
title_full |
Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase |
title_fullStr |
Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase |
title_full_unstemmed |
Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase |
title_sort |
Informational advertising in the context of sustainable fashion : the influence of information usage in advertising on consumers’ perceptions and willingness to purchase |
author |
Reif, Christina Eva |
author_facet |
Reif, Christina Eva |
author_role |
author |
dc.contributor.none.fl_str_mv |
Colaço, Vera Maria Portela Herédia Lancastre Freitas Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Reif, Christina Eva |
dc.subject.por.fl_str_mv |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
With the current situation of our modern society´s fast-changing desires and overconsumption, researchers and environmentalists agree that a change is needed and developing more sustainable behaviors is essential. This includes how we produce and consume clothing. Sustainable fashion is a rather new, but an increasingly emerging concept. Yet, not enough knowledge is available about the topic in the fashion industry. This current study aims to examine the usage of informational advertising in the context of sustainable fashion and its implications for consumers. Based on prior academic literature about sustainability in the fashion industry, about consumer knowledge and marketing communications, an experimental study design was performed to examine how different advertising scenarios with varying information inputs impact consumers’ willingness to purchase sustainable fashion. Consumers’ aesthetic and quality perceptions about the concept are also analysed. Results show that including information in advertising has a positive effect on quality perceptions and boosts the willingness to purchase sustainable fashion. Hence, this present dissertation contributes to a better understanding of consumers’ needs and motivations to engage in more sustainable buying behaviors. Furthermore, the dissertation provides important implications for marketers to promote sustainable fashion purchases and contributes to marketing literature in the context of sustainable consumption. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-08-02T11:57:48Z 2017-07-20 2017 2017-07-20T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/22724 TID:201725347 |
url |
http://hdl.handle.net/10400.14/22724 |
identifier_str_mv |
TID:201725347 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799131882209673216 |