Consumo de moda na pandemia: desaceleração não intencional do consumidor

Solange Diniz Fernandes; Ronan Torres Quintão

Autores

Solange Diniz Fernandes
Ronan Torres Quintão https://orcid.org/0000-0001-7200-6477

Palavras-chave:

Desaceleração não intencional, Moda, COVID-19, Restrição de consumo

Resumo

Este estudo visa responder como a desaceleração não intencional do consumidor afeta o consumo da moda. São considerados como base teórica estudos sobre moda e pesquisas que abordam desconexões temporais experimentadas por consumidores. Foram realizadas entrevistas fenomenológicas com mulheres que tiveram suas práticas de consumo modificadas em função da pandemia, e foi aplicada a análise hermenêutica sobre os dados. Foram encontrados impactos no consumo resultantes da desaceleração relacionados com os ambientes acessados, com a redução das socializações, e desconforto com modificações do corpo ocorridas durante o isolamento social. O trabalho apresenta contribuições teóricas para o fenômeno da desaceleração mostrando elementos que o compõem, e trazendo informações úteis para embasar decisões gerenciais em períodos de desaceleração ao apontar como as mulheres têm se relacionado com o consumo de roupas no período.

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Consumo de moda na pandemia: desaceleração não intencional do consumidor

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