FASHION AND SUSTAINABLE CONSUMPTION: AN EXAMPLE FROM FLORIANÓPOLIS (SC)

• Autor(a) principal: Babinski Júnior, Valdecir
• Data de Publicação: 2020
• Outros Autores: Martin, Paula, Brilhante, Mariana Luísa Schaeffer, Rosa, Lucas da, Maciel, Dulce Maria Holanda
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Institucional da UFSC
• Texto Completo: https://ojs.sites.ufsc.br/index.php/mixsustentavel/article/view/4287; https://repositorio.ufsc.br/handle/123456789/246569
• topic: Fashion; Ecofashion; Sustainable consumption; Ethical consumption; Sustainable Development Goals; Moda; Consumo sustentável; Produção sustentável; Objetivos de Desenvolvimento Sustentável; Moda; Consumo sustentável

In order to verify through a Fashion business in Florianópolis (SC), how sustainable consumption is configured locally, this article explores the example of the Black Purpurin handbag and accessory brand. As a hypothesis, it is estimated that local consumers look for the company for its emphasis on sustainability and, in a reciprocal way, it legitimizes their pro-sustainabilitybehavior. Methodologically, this article fits as applied, qualitative, descriptive, bibliographic and field re-search. As a data collection instrument, a scripted interview with twenty open questions for the co-owner of the brand was used.The literature was investigated in the light of Sustainable Development Objective (SDG) 12 — Sustainable Consumption and Production — of the United Nations (UN). Finally, the hypothesis outlined by the authors was refuted in the verifiedexample and it was evidenced that local consumers seek to exercise the power of consumption through aesthetic-formal aspects and immaterial values. That is, before sustainable criteria, they value the design, exclusivity, the possibility ofcus-tomization and the 3D printing process of the pieces sold by the aforementioned brand.