El efecto de la distorsión predecisional en la intención de compra de marcas de producción de ropa en mujeres de la ciudad de Bogotá

Tejada, Héctor Julián | 2020

This research documents the effect of the distortion in the purchase intention of clothing brands produced under the Fast Fashion model in consumers between 16 and 39 years of age in the city of Bogotá. The aim is to check whether the participants better associate an ethical attribute with a brand when they know its production characteristics. The test / post-test experiment was applied to two different groups and establishes the default distortion, when the ethical attributes associated with the production of garments are shown and provides evidence that consumers quickly disassociate the ethical characteristics with the garments being sold. They offer them and that the taste for them prevails over the ethical information related to their production. In the Colombian female population there is a differential treatment for environmental ethical attributes, these being more remembered than the attributes associated with work ethic information.