Marketing de Moda Sustentável: Tendências, Práticas e Desafios — Uma Revisão Sistemática da Literatura

João Morais; Alexandra Leandro

doi:10.21814/vista.6314

Autores

João Morais Departamento de Comunicação, Escola Superior de Educação de Coimbra, Instituto Politécnico de Coimbra, Coimbra, Portugal/Centro de Estudos Organizacionais e Sociais, Instituto Politécnico de Coimbra, Coimbra, Portugal https://orcid.org/0000-0001-8310-8137
Alexandra Leandro Departamento de Comunicação, Escola Superior de Educação de Coimbra, Instituto Politécnico de Coimbra, Coimbra, Portugal/Centro de Estudos Organizacionais e Sociais, Instituto Politécnico de Coimbra, Coimbra, Portugal/Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal https://orcid.org/0000-0002-9166-1925

DOI:

https://doi.org/10.21814/vista.6314

Palavras-chave:

marketing de moda sustentável, consumo consciente, comunicação sustentável, economia circular, greenwashing

Resumo

O presente estudo explora os principais temas de investigação em marketing de moda sustentável, analisando tendências, desafios e práticas identificados na literatura científica recente. A crescente consciencialização ambiental e social tem impulsionado a transição do setor da moda para modelos de negócio mais ecológicos, exigindo novas abordagens de marketing que conciliem rentabilidade e responsabilidade “verde”.

A revisão da literatura revela que as principais áreas de investigação se centram na transição para a economia circular, no impacto das estratégias de comunicação sustentável e na segmentação dos perfis de consumidores. O attitude-behavior gap, que reflete a discrepância entre a intenção e o comportamento de compra sustentável, surge como um dos principais desafios, sendo frequentemente influenciado por fatores como preço, conveniência e perceção de autenticidade das marcas. O papel das redes sociais e dos influenciadores digitais assume particular relevância na construção da imagem sustentável das marcas, contribuindo para o fortalecimento da confiança e lealdade dos consumidores.

A investigação também destaca o risco de greenwashing, caso as ações de marketing orientadas para a sustentabilidade não sejam implementadas de maneira genuína e transparente. Para minimizar esse risco, é fundamental que as marcas combinem práticas de comunicação visual coerentes com os seus valores éticos, através, por exemplo, de narrativas visuais capazes de refletir os compromissos sustentáveis da marca, promovendo o envolvimento dos consumidores em iniciativas conscientes e fortalecendo uma relação de proximidade, confiança e credibilidade.

Conclui-se que o marketing de moda sustentável constitui um campo dinâmico e multidisciplinar, no qual a inovação e a ética desempenham um papel central. Estudos futuros poderão aprofundar o impacto das estratégias sustentáveis na decisão de compra e a eficácia dos modelos de negócio circulares, contribuindo para um setor da moda mais responsável e alinhado com as exigências do consumidor contemporâneo.

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Biografias Autor

João Morais, Departamento de Comunicação, Escola Superior de Educação de Coimbra, Instituto Politécnico de Coimbra, Coimbra, Portugal/Centro de Estudos Organizacionais e Sociais, Instituto Politécnico de Coimbra, Coimbra, Portugal

João Morais é docente do Instituto Politécnico de Coimbra desde 2004 — Coimbra Business School e Escola Superior de Educação. Leciona diversas unidades curriculares de marketing em cursos de licenciatura, pós-graduação e mestrado. É coordenador da pós-graduação de Comunicação Digital. Tem experiência profissional em departamentos de marketing e de comunicação. É licenciado em Gestão de Marketing (1998) pelo Instituto Português de Administração de Marketing e mestre em Comunicação de Moda (2009) — especialização em Merchandising de Moda com o trabalho: O Programa de Construção de uma Marca de Moda: O Estudo de Caso THROTTLEMAN, pela Universidade do Minho. É doutorado em Engenharia Têxtil (2013) — área de especialização em Gestão, Design e Marketing, com a tese: A Abordagem Holística do Marketing Como o Novo Paradigma do Mercado da Moda, pela Universidade do Minho.

Alexandra Leandro, Departamento de Comunicação, Escola Superior de Educação de Coimbra, Instituto Politécnico de Coimbra, Coimbra, Portugal/Centro de Estudos Organizacionais e Sociais, Instituto Politécnico de Coimbra, Coimbra, Portugal/Centro de Estudos de Comunicação e Sociedade, Instituto de Ciências Sociais, Universidade do Minho, Braga, Portugal

Alexandra Leandro é, desde 2002, docente do Departamento de Comunicação da Escola Superior de Educação do Instituto Politécnico de Coimbra. Leciona unidades curriculares de Marketing, Comunicação e Publicidade. É, neste momento, coordenadora da pós-graduação em Comunicação Estratégica para as Autarquias (Escola Superior de Educação do Instituto Politécnico de Coimbra). A docência acontece depois de alguns anos em departamentos de marketing de empresas portuguesas. É licenciada em Comunicação Social, ramo Publicidade, pela Universidade do Minho, em 1998. Tem uma pós-graduação em Direito da Comunicação pela Faculdade de Direito da Universidade de Coimbra, com MBA em Marketing pela Porto Business School. É mestre em Gestão de Empresas pela Universidade do Porto. Doutorou-se, em 2017, em Ciências da Comunicação, pela Universidade do Minho, tendo a sua dissertação como tema a comunicação das organizações socialmente responsáveis.

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