THE CUSTOMERS PERCEPTION OF BRECHÓ CHIC PEÇA RARA ABOUT THE DIMENSION OF CONSCIOUS AND SUSTAINABLE CONSUMPTION AS AN INFLUENTIAL VARIABLE IN CHOICE BEHAVIOR

Abstract

The present work deals with an exploratory quantitative research on the dimension conscious and sustainable consumption as an influencing variable in the consumers behavior of thrift store Chic Peça Rara. The objective was to demonstrate the relationship between conscious and sustainable consumption among customers of a thrift store in the city of Taguatinga (DF) and in the Brasilia’s store (DF), to identify which variables effectively influence consumers' purchasing decisions, in general consumption and in the specific case of purchase in these thrift stores. In addition to a bibliographic search to conceptualize and define conscious consumption and sustainability, two thrift stores were selected to apply a questionnaire to customers in a purchasing situation, making it possible to observe the consumption profile and record their preferences and quantify the variables that influence the consumer behavior. The research showed that there is a relationship between the concept and the emergence of thrift stores as a motivator for conscious and sustainable consumption, given that consumers perceive sustainable gains and opportunities when carrying out these practices at Asa Sul store. However, at the Taguatinga store, it is known that customers choose the thrift store as an opportunity to purchase quality products and luxury brands with affordable prices.