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Greenwashing na indústria da moda: a perspetiva da geração z
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Abstract(s)
A crescente consciencialização ambiental transformou a sustentabilidade numa prioridade para a sociedade e por consequência para muitas indústrias, incluindo a indústria da moda. No entanto, essa evolução e consciência ambiental trouxe consigo o
surgimento do fenómeno greenwashing, em que as marcas utilizam estratégias de marketing para camuflar as suas práticas e pegadas ambientais, e para melhorarem a sua imagem no mercado, sem adotarem verdadeiras ações sustentáveis. Esta dissertação investiga a perspetiva da geração Z em relação às práticas de greenwashing na indústria da moda, sendo esta uma geração que tem demonstrado um grande envolvimento nas questões ambientais ao longo dos últimos anos. Através de uma
conjugação de metodologias quantitativas e qualitativas, o objetivo deste estudo é explorar a perspetiva da geração Z em relação às práticas de greenwashing, entender o seu nível de conhecimento sobre o tema, e quais as suas preferências e hábitos de
consumo na indústria da moda. Os resultados deste estudo mostram que, embora a geração Z esteja atenta e seja interventiva sobre os problemas ambientais na atualidade, o conceito de greenwashing não está totalmente compreendido pela amostra. Esta investigação destaca também que a geração Z tem as suas preferências e hábitos de consumo com as grandes marcas na indústria. A amostra expressa um compromisso com as suas marcas de preferência, apesar de apresentar uma consciência do impacto ambiental das mesmas. Conclui-se com este estudo, que a amostra analisada pertencente à geração Z, é capaz de identificar as marcas de roupa que estão associadas a práticas de greenwashing.
The growing environmental awareness has transformed sustainability into a priority for society and consequently for many industries, including the fashion industry. However, this evolution and environmental awareness have brought with it the emergence of the phenomenon of greenwashing, where brands use marketing strategies to camouflage their practices and environmental footprints, and to enhance their image in the market, without adopting truly sustainable actions. This dissertation investigates Generation Z's perspective on greenwashing practices in the fashion industry, as this generation has shown a great involvement in environmental issues over the past years. Through a combination of quantitative and qualitative methodologies, the aim of this study is to explore Generation Z's perspective on greenwashing practices, understand their level of knowledge on the topic, and their preferences and consumption habits in the fashion industry. The results of this study show that although Generation Z is aware and active regarding current environmental issues, the concept of greenwashing is not fully understood by the sample. This research also highlights that Generation Z has its preferences and consumption habits with major brands in the industry. The sample expresses a commitment to their preferred brands, despite being aware of their environmental impact. The study concludes that the analyzed sample belonging to Generation Z is capable of identifying clothing brands associated with greenwashing practices.
The growing environmental awareness has transformed sustainability into a priority for society and consequently for many industries, including the fashion industry. However, this evolution and environmental awareness have brought with it the emergence of the phenomenon of greenwashing, where brands use marketing strategies to camouflage their practices and environmental footprints, and to enhance their image in the market, without adopting truly sustainable actions. This dissertation investigates Generation Z's perspective on greenwashing practices in the fashion industry, as this generation has shown a great involvement in environmental issues over the past years. Through a combination of quantitative and qualitative methodologies, the aim of this study is to explore Generation Z's perspective on greenwashing practices, understand their level of knowledge on the topic, and their preferences and consumption habits in the fashion industry. The results of this study show that although Generation Z is aware and active regarding current environmental issues, the concept of greenwashing is not fully understood by the sample. This research also highlights that Generation Z has its preferences and consumption habits with major brands in the industry. The sample expresses a commitment to their preferred brands, despite being aware of their environmental impact. The study concludes that the analyzed sample belonging to Generation Z is capable of identifying clothing brands associated with greenwashing practices.
Description
Keywords
Greenwashing Marketing verde Indústria da moda Geração z Hábitos de consumo