A relação entre a atitude materialista e a perspectiva acerca da responsabilidade social corporativa dos consumidores de lojas de fast fashion

Abstract

The globalized marketing environment is characterized by multiple and mutual relations between the most diverse economic, social, environmental and cultural elements that are inserted in it. In this set of relationships in force, organizations constantly go through processes of changes and adaptations in their operations to meet the most diverse demands of the consumer market, which in turn tends to be positively or negatively impacted by the economic, environmental and social effects of these operations. In this context, consumers, aware of the impacts that can be generated by companies in their operational processes, require them to perform practices that aim to minimize harmful impacts and ensure social welfare, giving rise to the need to integrate the principles of Corporate Social Responsibility. in companies. Within the same marketing context, there is also concern about the impacts generated by the excessive consumption related materialism that, in markets such as fashion, characterized mainly by ephemerality and rapid and continuous changes, becomes part of the reality of consumers. Within the fashion market, the industry that has been adapting to the constant changes and fast demands of consumers was the Fast Fashion industry, characterized mainly by its effective production and distribution processes that guarantee the market constant novelties at affordable prices. Such differentiated characteristics of this industry, however, imply the emergence of several social and environmental impacts, such as slave labor and high levels of environmental pollution. The present study sought to identify which relationship can be established between the materialistic attitude of Fast Fashion store consumers and their perspective on Corporate Social Responsibility in these companies. For this, a quantitative research was carried out by applying a questionnaire, using two validated scales, Sen and Bhattacharya (200 1) and Moschis and Churchill (1978) for data collection of 203 valid answers. The results indicated that there is a positive perception by consumers about the importance of Corporate Social Responsibility, that there is a notion about materialism by these same consumers and that, in some stores, as consumers' perspective on Social Responsibility Corporate in Fast Fashion stores increases, the materialistic attitude of these consumers tends to diminish and vice versa, which indicates the dichotomy that exists between the reality of hyperconsumption stimulated by Fast Fashion companies and the new perception that the consumer market now has. about the impacts caused by the operation of these companies.