Does consuming sustainable mean having status? a study in the clothing segment
DOI:
https://doi.org/10.51359/2526-7884.2024.257243Keywords:
sustainable consumption, status consumption, consumer behaviorAbstract
Objective: To analyze the influence of Sustainable Consumption on Status Consumption in the clothing segment in the Brazilian context. Method: It is a descriptive study with a quantitative approach, based on the survey methodology. Data collection was carried out online with 420 respondents. The scales used were Sustainable Consumption by Fischer et al. (2017), with 13 items, and the Status Consumption scale which presents 14 items developed by Eastman et al. (1999). Data analysis corresponded to descriptive statistics and multiple linear regression analysis. Results: In the regression analysis, it can be denoted that the sustainable purchase choice factor does not influence the status. This understanding clarifies that the sustainable practices addressed by companies in the fashion field do not promote engagement in consumers who buy sustainably. Not to mention that fashion companies with sustainable products, concerned with ecological or green production, with organic materials, and also with fair trade, are not reaching those who seek status. Originality: This study contributes to the discussion about sustainability, linking status issues, still little investigated as a whole in the literature.
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