Comportamento de consumo sustentável em brechós: uma análise da influência dos fatores socioculturais no processo de decisão de compra

Abstract

The environmental crisis and the need to reduce the use of natural resources have led to a reflection on the exhaustion of raw materials for clothing. Discussions related to sustainability provide the emergence of new consumption trends, generating opportunities for the rise of the thrift market as a response to exacerbated consumerism. In order to do so, we sought to identify the stages of the purchasing decision process of the customers of thrift stores, to recognize who are the main influencers of this process and to indicate how the sociocultural variables influence their choices. This is an exploratory, qualitative research, with data collection performed through in-depth interviews with 7 consumers of thrift stores in the city of Fortaleza - CE. The first stage of this work presents a bibliographic review on the study of sustainable marketing, including the evolution of the concept of marketing, and sustainable consumption. In the sequence, the consumer behavior is discussed, with the description of the decision-making process, in order to identify which external and internal variables exert influence in this process. The results indicate that the need of consumers is related to sustainable practices and lifestyle change and that the cultural factor exerts greater influence, through habits and beliefs in sustainable practices. The contribution of this research comes from the analysis of the behavior of consumption of products in thrift stores by customers that during the purchase consider sustainability as a determining factor for their choices.