Tomada de decisão no comportamento de consumo de moda: um estudo exploratóriodescritivo

Abstract

This study investigated fashion consumption behavior from the perspective of consumers, seeking to understand how emotional, identity-based, and social factors can influence their purchasing decisions. Through descriptive and exploratory research using a questionnaire, it was observed that the act of consuming fashion goes beyond the functionality of clothing, assuming a symbolic and affective role. The participants' responses showed that fashion consumption affected self-esteem, mood, and self-perception. The results point to the complexity of consumption as a cultural phenomenon, mediated by desires, belonging, and subjective construction. In addition to contributing to future studies in psychology, this study can provide support for more conscious practices in the fashion sector, considering the emotional impact of clothing on consumers' experiences.