Ethical consumption values and ecological clothing: a study in brazil


  • Daiane Johann Universidade do Vale do Itajaí - UNIVALI, Santa Catarina, (Brasil)
  • Gabriela Almeida Marcon Nora Universidade do Vale do Itajaí - Univali, Santa Catarina, (Brasil)
  • Eliana Andrea Severo Universidade Federal de Pernambuco - UFPE, Pernambuco, (Brasil)



Conscious consumption, Ethical values, Sustainable Clothing, Sustainable development, SDGs


Objective: The research aims to investigate the Brazilian consumer in their intention to purchase ecological clothing.

Method: To carry out the study, field research was carried out, of an applied nature, with an exploratory and descriptive quantitative, cross-sectional objective, with non-probabilistic sampling, and research had for. The model proposed and validated by Echeverría (2017) was used as a basis, consisting of 11 factors and 42 psychographic observable variables, in addition to demographic variables (gender, age, education, and family income).

Originality/Relevance: As the concern for sustainability becomes a universal phenomenon, the profile of the ecologically conscious consumer evolves. The ecological fashion movement gained strength and several companies began to realize the importance of sustainability and ethical conduct as indispensable factors in fashion. Brazil is the largest complete textile chain in the West, with more than 9.5 million jobs.

Results: The predominance of the sample was female, education, there was a balance between the number of respondents between undergraduate and secondary education, with an average age of respondents of 36.74 years. An interesting point of the study, which proved to be quite significant, was the positive influence of the attitude toward the purchase of ecological products on the ecological purchase intention. The increase in ecological awareness greatly interferes with consumer behavior. The theory of planned behavior can explain this phenomenon, as an individual's attitude, their beliefs concerning a certain aspect, can influence their consumption intention.

Theoretical/methodological contributions: The contribution of this study is to provide the profile of the Brazilian consumer in their intention to purchase ecological clothing. The positive influence of the attitude towards the purchase of ecological products remained evident. Increased awareness of consumer behavior. The great contribution of this study lies in the proposition of a theoretical framework, which enables an understanding of the structure of green consumer behavior.

Social contributions: Assuming that human behavior is goal-oriented, based on individual beliefs, the goals TCP applied to consumption proposes that the way people select, process information, and act about them depends on the relevance and strength of its own general goals.


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Author Biographies

Daiane Johann, Universidade do Vale do Itajaí - UNIVALI, Santa Catarina, (Brasil)

Doutoranda em Administração pela Universidade do Vale do Itajaí - UNIVALI, Santa Catarina, (Brasil). 

Gabriela Almeida Marcon Nora, Universidade do Vale do Itajaí - Univali, Santa Catarina, (Brasil)

Doutoranda em Administração pela Universidade do Vale do Itajaí - Univali, Santa Catarina, (Brasil). 

Eliana Andrea Severo, Universidade Federal de Pernambuco - UFPE, Pernambuco, (Brasil)

Pós-Doutora em Administração pela Universidade de Caxias do Sul - UCS, Rio Grande do Sul, (Brasil). Doutora em Administração pela Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS, Rio Grande do Sul e pela Universidade de Caxias do Sul Universidade de Caxias do Sul - UCS. Professora da Universidade Federal de Pernambuco - UFPE, Pernambuco.


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How to Cite

Johann, D., Almeida Marcon Nora, G. . ., & Severo, E. A. . (2023). Ethical consumption values and ecological clothing: a study in brazil. Future Studies Research Journal: Trends and Strategies, 16(1), e775.



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