Sustainable communication is increasingly used as a strategy by brands in order to alert to sustainability, as well as to increase proximity to their consumers. This communication by sustainable portuguese fashion brands, can be perceived as a useful tool in changing the paradigm of consumer behavior, since it alerts to the problems of the fashion industry, demonstrating the importance of sustainability in this sector. Individuals exposed to this communication may adopt a more conscious and responsible behavior. The present study aimed to conclude the impact that the sustainable communication of ISTO. has in the behavior of its consumers and potential consumers, understanding whether or not they change their behavior due to this communication. It was intended to understand if ISTO. has an impact on the fashion industry, presenting innovation and demonstrating the importance and possibility of sustainability in this sector, as well as understanding the value that consumers and potential consumers attribute to the brand’s sustainability. There was also the objective to conclude if consumers and potential consumers of ISTO. perceived it as a reference brand in the set of sustainable portuguese fashion brands.Regarding data collection, in the qualitative method was carried out the documentary analysis on the brand, especially its communication, complementing with the exploratory interview to the Marketing Experience Manager of ISTO.. In the quantitative method, a questionnaire was conducted to consumers and potential consumers of ISTO., where a sample of 154 respondents was obtained. The research question that allowed to guide the present study was: "What is the impact that the sustainable communication of ISTO. has in the behavior of its consumers and potential consumers?" where the main results revealed that the sustainable communication of ISTO. has a positive impact on the behavior of its consumers and potential consumers, leading them to change their daily behavior, acting more consciously and responsibly towards sustainability.
Date of Award | 5 Dec 2022 |
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Original language | Portuguese |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | João Simão (Supervisor) |
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- Sustainability
- Communication
- Fashion industry
- Sustainable portuguese brands
- Consumer behavior
- Mestrado em Ciências da Comunicação
Comunicação sustentável e impacto no comportamento do consumidor: estudo de caso : marca Isto
Pereira, M. S. C. D. A. (Student). 5 Dec 2022
Student thesis: Master's Thesis