Sustentabilidade por um fio de sensibilidade: o caso da seca da cidade de Milhã e a marca Vida BR

Abstract

The present work intends to carry out a research about the consumption relation of the brand BR Vida and the sustainable question present in the campaigns of the brand. The objective was to identify if consumers are motivated to buy the BR Life T-shirts because they know and care about the sustainability that the brand has as a reason for its existence or if the purchase is random and unrelated to the promotion of the brand - sustainability. The theme is still little explored by the fashion industry, but as a fashion student, it is in our interest to work on sustainability, and even more, to know if consumers will take up this issue, to create other brands with the same proposal. For that, a bibliographic research was carried out on sustainable development, on sustainability and its relationship with fashion, and a field survey applied through online questionnaires with Vida BR consumers. The research is of a qualitative nature and based on the information collected, we made an analysis and concluded that the brand has in fact a serious commitment to sustainability, but that its consumers do not have the relation of consumption moved solely by the same reason.