Simplicidade voluntária e a adoção do conceito do armário-cápsula pelo público feminino

Abstract

The Voluntary simplicity (SV) moviment represents a lifestyle based on low consumption, ecological responsibility, and self-sufficiency. In the perspective of reducing personal consumption related to the way of dressing, the concept of capsule wardrobe, popularized in 2015 by Caroline Rector, though her blog un-fancy, emphasizes the need to consume less and better, combining it with simplicity and lifestyle. Thus, the objective of this research is to analyze how aspects of voluntary simplicity influence the capsule-wardrobe adoption process by the female consumers. The literature review addressed: 1) the theme of SV, from the perspective of it’s typical values and behaviors; 2) the innovation adoption process; and 3) the capsule- wardrobe concept. This research is exploratory and qualitative. There were 13 interviews with supporters of the capsule concept, via skype or facebook. The analysis of the results was made through content analysis and categorical analysis technique. The results confirmed the assumptions of the research: the adeption of the capsule concept may reflect values and behaviors characteristic of SV style and lead to its adoption.