Indústria da moda: exploração e utilização do upcycling para uma abordagem sustentável

Abstract

This study has the general objective of investigating the level of public awareness regarding sustainability issues in the fashion industry, including understanding upcycling practices and their expectations in relation to major brands. To this end, a structured questionnaire was used that addresses aspects of sustainability, purchase frequency, and knowledge about upcycling. The target audience for this study were fashion consumers with different levels of engagement in sustainable practices selected through personal contacts and social networks through an online questionnaire system, Google Forms, which facilitated the dissemination and monitoring of responses. The results indicate that it is essential to raise consumer awareness regarding sustainability practices in order to strengthen ties between fashion companies and the environment. In light of the above, it is essential that brands in the fashion world also show awareness and start adopting upcycling in their production chains, especially when considering the advantages arising from such methods. Furthermore, the field research indicated that the majority of participants were already aware of the concept of upcycling and also, report believe that this model has the potential to add value to the product. Additionally, it should be mentioned that increasingly, consumers are showing interest in associating themselves with socially responsible brands, a fact that denotes a competitive advantage for brands that value this approach