Consumir sustentável é ter status?: um estudo sobre a relação entre consumo sustentável e o consumo de status

Abstract

There are discussions about the forms of consumption relationship in which a subject with a vision focused on the social collective is sought and will consume products that demonstrate a social symbolism. Consumers seeking meaningful status in the eyes of others are not measuring their efforts to acquire more and more goods that exhibit an apparent social advantage. On the other hand, habits aimed at sustainable consumption brought the subject's satisfaction in demonstrating ecologically correct thinking. Thus, considering the perspective of the positive relationship and counterpoints between Sustainable Consumption and Status Consumption, this study seeks to analyze the influence of Sustainable Consumption on Status Consumption in the clothing segment in the Brazilian context. From the pursuit of specific objectives: a) identify the perception of respondents about the consumption of sustainable clothing; b) analyze the behavior of respondents in relation to Status Consumption; c) verify how the Sustainable Consumption of Clothing relates to the Status Consumption. For this, it was developed from a descriptive research, of a quantitative nature, through a survey-type survey. Questionnaires were applied based on the Status Consumption (STREHLAU; ARANHA, 2004) and Sustainable Consumption (FISCHER et al., 2017) scales, on a 5 point Likert scale, with a sample of 420 validated responses. For data analysis, descriptive analysis, exploratory factor analysis, correlation analysis and, finally, multiple linear regression analysis were applied. As for the results, it was found that the sustainable consumption of clothing, based on the frugality and purchase choice constructs, has little influence on consumption by status, which explains only 5% of the regression model. With regard to frugality, the intention of sustainable consumption is inverse to the motivations to consume by status. And with regard to the choice of sustainable purchase, this has no influence on the status. Therefore, the results showed that fashion companies with sustainable products, concerned with ecological or green production of organic materials, as well as fair trade, are not reaching those consumers who seek to consume for status