Consumo consciente e a influência da cultura sustentável: um estudo acerca das práticas sustentáveis da marca “Pantys”

Abstract

The most sustainable strategic actions exploit the interference in the final product, minimizing the socio-environmental impacts caused by commercial activities and people's lifestyles. The aim of this work is to analyze the influence of sustainable culture and conscious consumption on the sustainable practices of the “Pantys” brand with its consuming public. It is a study on sustainable proposals and the positive influence on individual peculiarities such as consumption preferences. Exploratory research, with a qualitative and quantitative approach, makes use of bibliographic analysis, using authors such as Pinheiro (2012), Martines and Alves (2015), Schwanke (2013), Boff (2011; 2012), Chiavenato (2014) , Aguiar (2005) and Candelaria et al.(2019) in order to discuss the evolution of the concept of sustainability and the cultural and psychological factors that motivate behavior as well as the conscious consumption of individuals. It is noteworthy that the form applied through digital media with the majority female audience of the brand took place from October 9 to November 7, 2020. Thus, it is highlighted that the consumption of more sustainable products is intensely related to quality of the product offered and cost benefit linked to the price and involvement of the brand in environmental protection campaigns. In this way, the strategies addressed in competitive businesses are evaluated by the proposals for changes, in the cultural, social, market and infrastructure context. The view that the selection criteria in the customer's decision-making process look for offers consistent with the values defended by the consumer.