Sustentabilidade na vitrineuso da linguagem simples para comunicações de sustentabilidade em lojas físicas de moda

Resumo

Sustainability communication in the fashion industry still presents significant comprehension barriers, particularly at the physical point of sale, where consumers are exposed to technical terms, unclear messages, and low-accessibility narratives. This study investigated how consumers interpret sustainability communications in physical fashion stores and, through a Design Science Research (DSR) approach combined with the Plain Language method, developed an artifact aimed at improving message clarity, consistency, and connection. The research employed qualitative interviews using photo-elicitation, enabling the analysis of consumer perceptions of existing in-store communications and redesigned alternatives. The findings indicate that terms such as “sorting,” “environmentally appropriate destination,” “lower-impact raw material,” and “circular transformation,” as well as labels or certifications such as BCI (Better Cotton Initiative), are largely unfamiliar to consumers, generating confusion and reducing message credibility. Based on these insights, the 3C Model (Clarity, Connection and Consistency) was developed, incorporating Plain Language guidelines tailored to the fashion retail context. The artifact was positively evaluated by participants, who reported clearer, easier, and faster understanding of sustainability messages. This study contributes by demonstrating that clearer sustainability communications strengthen consumer trust, reduce comprehension gaps, and enhance engagement with sustainability initiatives, positioning the physical fashion store as a relevant space for consumer education.

Ficha do documento

Tipo

Dissertação

Ano

2026

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/38573

Temas

Meio Ambiente

Palavras-chave

Sustentabilidade na modaComunicação para sustentabilidadeVarejo de modaLinguagem simplesDesign Science ResearchFashion sustainabilitySustainability communicationFashion retailPlain languageAdministração de empresasSustentabilidadeModa - Aspectos ambientaisComunicação nas organizaçõesImagem corporativa