Intenção de consumo sustentável de moda: um estudo comparativo entre Portugal e Brasil

Abstract

Recent studies point to the significant impact of the textile industry on the environment, responsible for approximately 10% of global CO² emissions and intensive water use. The growing production of textiles, projected to reach 102 million tons by 2030, aggravates pollution and improper disposal, making “green” consumption practices, such as reduction and recycling, essential to mitigate these effects. However, a gap persists between the intention to consume sustainably and the effective adoption of this behavior, largely due to the costs of eco-friendly products and the lack of information. In light of the Theory of Planned Behavior (TCP), this study analyzed the applicability of a Portuguese questionnaire in a Brazilian sample, investigating the intention of sustainable fashion consumption based on Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Regression. EFA revealed a new factor structure with similarities and differences in relation to the original model by Frasco (2020). The AFC, in turn, pointed out that the eight-factor model initially proposed does not fully fit the national sample. Through Regression, it was found that sociodemographic characteristics partially predict the intention of sustainable consumption, although the model presents moderate adjustment and does not capture all facets of this behavior. The findings highlight both points of convergence and divergence between the two contexts, reinforcing the relevance of local adaptations. From an academic perspective, the study contributes to the maturation of the discussion on the gap between attitude and behavior, by demonstrating how cultural aspects can modify factorial structures and, therefore, the effectiveness of measurement instruments in different realities. In summary, the results indicate the need to review and adapt the original questionnaire to the Brazilian scenario, which leads to a more accurate understanding of local peculiarities in the formation of “green” intention. In addition, they provide support both for future research on sustainable consumption in the fashion sector and for the development of environmental awareness policies and strategies targeted at specific audiences.