Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/41194 |
Resumo: | The fashion industry is believed to be the second-largest polluting industry worldwide. Hence, understanding the underlying reasons motivating socially and environmentally responsible consumption behaviors is crucial to implement the necessary changes in this industry. The present dissertation aims to examine the effect of social motivations, such as activating status motives, on consumers’ attitudes and perceptions towards sustainable fashion products. Based on an academic literature review regarding sustainable fashion, conspicuousness and status consumption, an experimental design study was conducted. The purpose was to examine the impact of status and prestige motivations on consumers’ sustainable fashion valuations, such as purchasing behaviors, product, and brand perceptions. Results show that activating status motives enhance status and prestige motivations. In turn, conspicuously signaling a sustainable fashion product moderates the effect that status and prestige motivations have on consumers’ valuations. Findings show that a desire for status is capable of inciting self-sacrifice and consequently motivating sustainable consumption decisions. Additionally, brand iconicity perceptions indirectly explain the process through which conspicuous consumption orientation impacts sustainable fashion valuations. Therefore, consumers tend to use the symbolic value of iconic brands to express their social identity and communicate their desires and aspirations with others. This study provides valuable consumer behavior insights, suggesting brands’ approach to sustainability should not disregard society’s predisposition for consumption. Forthwith, researchers, managers, and marketers trying to incite sustainable consumption might obtain more effective and long-lasting results if they factor in individual traits and predispositions since these are able to influence consumption behavioral patterns within the fashion context. |
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Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuationsSustainable fashionSocial statusConspicuousnessConspicuous consumption orientationConsumer behaviorIconicityModa sustentávelEstatuto socialConspicuidadeOrientação de consumo conspícuoComportamento do consumidorIconicidadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe fashion industry is believed to be the second-largest polluting industry worldwide. Hence, understanding the underlying reasons motivating socially and environmentally responsible consumption behaviors is crucial to implement the necessary changes in this industry. The present dissertation aims to examine the effect of social motivations, such as activating status motives, on consumers’ attitudes and perceptions towards sustainable fashion products. Based on an academic literature review regarding sustainable fashion, conspicuousness and status consumption, an experimental design study was conducted. The purpose was to examine the impact of status and prestige motivations on consumers’ sustainable fashion valuations, such as purchasing behaviors, product, and brand perceptions. Results show that activating status motives enhance status and prestige motivations. In turn, conspicuously signaling a sustainable fashion product moderates the effect that status and prestige motivations have on consumers’ valuations. Findings show that a desire for status is capable of inciting self-sacrifice and consequently motivating sustainable consumption decisions. Additionally, brand iconicity perceptions indirectly explain the process through which conspicuous consumption orientation impacts sustainable fashion valuations. Therefore, consumers tend to use the symbolic value of iconic brands to express their social identity and communicate their desires and aspirations with others. This study provides valuable consumer behavior insights, suggesting brands’ approach to sustainability should not disregard society’s predisposition for consumption. Forthwith, researchers, managers, and marketers trying to incite sustainable consumption might obtain more effective and long-lasting results if they factor in individual traits and predispositions since these are able to influence consumption behavioral patterns within the fashion context.A indústria da moda é considerada a segunda maior indústria poluidora do mundo. Assim sendo, é fundamental compreender as razões que motivam os comportamentos social e ambientalmente responsáveis para implementar as mudanças necessárias nesta indústria. A presente dissertação tem como objetivo examinar o efeito de motivações sociais nas preferências e perceções dos consumidores em relação a produtos sustentáveis. Com base em literatura académica sobre moda sustentável, consumo conspícuo e status, foi realizado um estudo experimental para testar o impacto das motivações por status nas atitudes e perceções dos consumidores, em relação a produtos de moda sustentáveis. Os resultados mostram que, altos níveis de conspicuidade em produtos de moda sustentáveis, impactam positivamente o efeito que motivações por status têm nas atitudes e perceções dos consumidores. Tal efeito resulta de as motivações por status serem capazes de incitar altruísmo e motivar comportamentos prósociais e ambientais. Adicionalmente, as perceções de iconicidade do consumidor sobre o produto, relacionam a orientação de consumo conspícuo do consumidor com os comportamentos e perceções de consumo sustentável, uma vez que os consumidores tendem a usar o valor simbólico de marcas icónicas para expressar a sua identidade social e comunicar as suas ambições. Concluindo, este estudo fornece conhecimento sobre o comportamento do consumidor, sugerindo que a abordagem das marcas à sustentabilidade não deve desconsiderar a predisposição da sociedade para o consumo. Deste modo, profissionais que procurem incentivar consumo sustentável, poderão obter resultados mais eficazes e duradouros se considerarem características e predisposições individuais capazes de influenciar os padrões de consumo.Colaço, Vera HerédiaVeritati - Repositório Institucional da Universidade Católica PortuguesaMartins, Carolina Santos2023-05-22T09:17:02Z2023-02-032023-012023-02-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41194TID:203300190enginfo: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:RCAAP2023-07-12T17:46:46Zoai:repositorio.ucp.pt:10400.14/41194Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:51.940447Repositório 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 |
Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations |
title |
Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations |
spellingShingle |
Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations Martins, Carolina Santos Sustainable fashion Social status Conspicuousness Conspicuous consumption orientation Consumer behavior Iconicity Moda sustentável Estatuto social Conspicuidade Orientação de consumo conspícuo Comportamento do consumidor Iconicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations |
title_full |
Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations |
title_fullStr |
Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations |
title_full_unstemmed |
Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations |
title_sort |
Status and conspicuousness on sustainable fashion products : examining the role of conspicuousness between status motives and consumers’ sustainable fashion valuations |
author |
Martins, Carolina Santos |
author_facet |
Martins, Carolina Santos |
author_role |
author |
dc.contributor.none.fl_str_mv |
Colaço, Vera Herédia Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Martins, Carolina Santos |
dc.subject.por.fl_str_mv |
Sustainable fashion Social status Conspicuousness Conspicuous consumption orientation Consumer behavior Iconicity Moda sustentável Estatuto social Conspicuidade Orientação de consumo conspícuo Comportamento do consumidor Iconicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Sustainable fashion Social status Conspicuousness Conspicuous consumption orientation Consumer behavior Iconicity Moda sustentável Estatuto social Conspicuidade Orientação de consumo conspícuo Comportamento do consumidor Iconicidade Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The fashion industry is believed to be the second-largest polluting industry worldwide. Hence, understanding the underlying reasons motivating socially and environmentally responsible consumption behaviors is crucial to implement the necessary changes in this industry. The present dissertation aims to examine the effect of social motivations, such as activating status motives, on consumers’ attitudes and perceptions towards sustainable fashion products. Based on an academic literature review regarding sustainable fashion, conspicuousness and status consumption, an experimental design study was conducted. The purpose was to examine the impact of status and prestige motivations on consumers’ sustainable fashion valuations, such as purchasing behaviors, product, and brand perceptions. Results show that activating status motives enhance status and prestige motivations. In turn, conspicuously signaling a sustainable fashion product moderates the effect that status and prestige motivations have on consumers’ valuations. Findings show that a desire for status is capable of inciting self-sacrifice and consequently motivating sustainable consumption decisions. Additionally, brand iconicity perceptions indirectly explain the process through which conspicuous consumption orientation impacts sustainable fashion valuations. Therefore, consumers tend to use the symbolic value of iconic brands to express their social identity and communicate their desires and aspirations with others. This study provides valuable consumer behavior insights, suggesting brands’ approach to sustainability should not disregard society’s predisposition for consumption. Forthwith, researchers, managers, and marketers trying to incite sustainable consumption might obtain more effective and long-lasting results if they factor in individual traits and predispositions since these are able to influence consumption behavioral patterns within the fashion context. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-05-22T09:17:02Z 2023-02-03 2023-01 2023-02-03T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/41194 TID:203300190 |
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http://hdl.handle.net/10400.14/41194 |
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TID:203300190 |
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eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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