Teoria do comportamento planejado: um estudo empírico com um produto eco fashion

Abstract

The study presents an investigation about the intention of the consumer in the process of purchasing a T-shirt made of recycled PET polyester according to the model of the Theory of Planned Behavior - TCP. Concern for the environment indicates the recognition that current levels of consumption tend to deplete the planet's capacity as a resource provider. Consumers have become more concerned about their daily habits and their choices. New attitudes and behaviors have come to the wardrobe with the emergence of sustainable fashion, a counterpoint to the recent development of fast fashion. For this we applied a questionnaire involving questions of variable measures of TCP (attitude, subjective norm and perception of control over behavior), to measure the intention to buy. We reproduce a questionnaire applied in five European countries where we try to understand what information consumers want to know about the fashion industry and they do not make it available. The sample consisted of 313 people of all age groups and the data were analyzed using SPSS software v.21, we performed a nonparametric mean test. In the evaluation, the results showed that all measures used are predictive of the intention to consume an eco fashion shirt made from polyester PET reclaimed. The adjustment of the indices revealed that TCP composes favorable results on the intention to consume the product defined for study. This theory can therefore be useful as a tool in planning research on the intent to purchase an eco fashion t-shirt made from recycled PET polyester.