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Estudo dos Fatores Influenciadores da Atitude do Consumidor e do Efeito desta na Intenção de Compra - Aplicação ao Setor da Moda
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Advisor(s)
Abstract(s)
O setor da moda caracteriza-se por ser dinâmico, estar em constante evolução e ser
influenciado por diversos fatores que moldam o comportamento do consumidor. O presente
estudo investiga quatro desses determinantes: a motivação utilitária, a motivação hedónica,
a preocupação ambiental e a consciência de preço. Analisa a sua relação com a atitude do
consumidor e o impacto da mesma na intenção de compra. O objetivo é compreender de que
forma é que esses fatores impactam as decisões de compra, de modo a auxiliar marcas e
empresas a definirem estratégias de marketing e comunicação eficazes, capazes de
aumentarem a notoriedade e impulsionarem as vendas das mesmas.
Para tal, foi realizado um estudo quantitativo, através da aplicação de um questionário online
a indivíduos com 18 ou mais anos, residentes em Portugal e que realizam compras de roupa,
calçado ou acessórios, tendo-se obtido um total de 152 respostas.
Os resultados mostram que a motivação utilitária é a variável com maior influência na atitude
do consumidor, seguida da preocupação ambiental e da motivação hedónica. Em
contrapartida, a consciência de preço não apresentou um impacto estatisticamente
significativo capaz de influenciar a atitude do consumidor. Verificou-se ainda que a atitude
do consumidor tem um efeito positivo na intenção de compra, o que demonstra que uma
atitude favorável do consumidor relativamente a produtos/marcas do setor da moda leva a
uma maior predisposição para a compra dos mesmos.
Estes resultados apresentam implicações relevantes para as estratégias de comunicação no
setor da moda. As empresas devem procurar um equilíbrio entre os benefícios funcionais e
emocionais, de forma a destacar não só a qualidade e a utilidade dos produtos, como também
a experiência associada à compra. Além disso, é essencial adotar uma comunicação eficaz
de valores sustentáveis, que garanta um compromisso ambiental. Por fim, esta investigação
sugere que a competitividade das marcas não se deve centrar no fator preço, mas sim na
construção de uma proposta de valor diferenciadora, que fortaleça uma atitude positiva e o
envolvimento do consumidor.
The fashion sector is dynamic, constantly evolving and influenced by various factors that shape consumer behaviour. This study investigates four of these determinants: utilitarian motivation, hedonic motivation, environmental concern and price awareness. It analyses their relationship with consumer attitude and its impact on purchase intention. The aim is to understand how these factors impact purchasing decisions, in order to help brands and companies define effective marketing and communication strategies capable of increasing awareness and boosting sales. To this end, a quantitative study was carried out by applying an online questionnaire to individuals aged 18 or over, living in Portugal and shopping for clothes, footwear or accessories, and a total of 152 responses were obtained. The results show that utilitarian motivation is the variable with the greatest influence on consumer attitudes, followed by environmental concern and hedonic motivation. On the other hand, price awareness did not have a statistically significant impact on consumer attitudes. It was also found that consumer attitude has a positive effect on purchase intention, which shows that a favourable consumer attitude towards products/brands in the fashion sector leads to a greater predisposition to buy them. These results have relevant implications for communication strategies in the fashion sector. Companies should seek a balance between functional and emotional benefits in order to emphasise not only the quality and usefulness of the products, but also the experience associated with the purchase. In addition, it is essential to adopt effective communication of sustainable values, which guarantees an environmental commitment. Finally, this research suggests that the competitiveness of brands should not be centred on the price factor, but on building a differentiating value proposition that strengthens a positive attitude and consumer involvement.
The fashion sector is dynamic, constantly evolving and influenced by various factors that shape consumer behaviour. This study investigates four of these determinants: utilitarian motivation, hedonic motivation, environmental concern and price awareness. It analyses their relationship with consumer attitude and its impact on purchase intention. The aim is to understand how these factors impact purchasing decisions, in order to help brands and companies define effective marketing and communication strategies capable of increasing awareness and boosting sales. To this end, a quantitative study was carried out by applying an online questionnaire to individuals aged 18 or over, living in Portugal and shopping for clothes, footwear or accessories, and a total of 152 responses were obtained. The results show that utilitarian motivation is the variable with the greatest influence on consumer attitudes, followed by environmental concern and hedonic motivation. On the other hand, price awareness did not have a statistically significant impact on consumer attitudes. It was also found that consumer attitude has a positive effect on purchase intention, which shows that a favourable consumer attitude towards products/brands in the fashion sector leads to a greater predisposition to buy them. These results have relevant implications for communication strategies in the fashion sector. Companies should seek a balance between functional and emotional benefits in order to emphasise not only the quality and usefulness of the products, but also the experience associated with the purchase. In addition, it is essential to adopt effective communication of sustainable values, which guarantees an environmental commitment. Finally, this research suggests that the competitiveness of brands should not be centred on the price factor, but on building a differentiating value proposition that strengthens a positive attitude and consumer involvement.
Description
Keywords
Atitude do consumidor Intenção de compra Motivação Utilitária Motivação hedónica Preocupação ambiental Moda