THE PRODUCTION METHOD ADOPTED BY ZARA AND ITS IMPACTS ON CONSUMER DECISION MAKING
Journal Title: European Journal of Business and Social Sciences - Year 2015, Vol 4, Issue 9
Abstract
Zara, a Spanish company in the textile sector, considered as a benchmark in the segment, largely due to their current economic model and production, was accused of using slave labor in 2011. In order to produce articles of clothing and accessories, the company began hiring cheap labor mostly of Bolivian and Peruvian origin, who performed the work in the hopes of better living conditions. This study claims to identify the buying behavior of consumers of the Spanish company, and analyze the existence of any direct influence of the 2011 incident on the potential buyer’s buying decision process. A qualitative survey of thirty women familiar with the Zara brand through the use of questionnaires and collecting views of consumers was conducted. After analyzing the collected data, it was concluded that the discovery of labor in conditions similar to slavery practiced by Zara affected at some level, the decision to purchase the majority of consumers interviewed. Nevertheless, the financial indicative of the Spanish brand continued to show positive results, which confronts the tendency of a conscious consumption behavior of contemporary society and the psychological issues of the individual and the collective as vanity, greed, and sexuality.
Authors and Affiliations
Felipe Baeta dos Santos, Student| University of São Paulo - School of Arts, Sciences and Humanities Arlindo Bettio Avenue, 1000, Brazil, Isabela Moncorvo Vaz de Lima, Student| University of São Paulo - School of Arts, Sciences and Humanities Arlindo Bettio Avenue, 1000, Brazil, Victor Assolant Rodrigues, Student| University of São Paulo - School of Arts, Sciences and Humanities Arlindo Bettio Avenue, 1000, Brazil, Victor Sérgio Lopes Fairbanks, Student| University of São Paulo - School of Arts, Sciences and Humanities Arlindo Bettio Avenue, 1000, Brazil, Telma Azevedo, Assistant Professor| University of São Paulo - School of Arts, Sciences and Humanities Arlindo Bettio Avenue, 1000, Brazil, Regina Sanchez, Professor| University of São Paulo - School of Arts, Sciences and Humanities Arlindo Bettio Avenue, 1000, Brazil
Keywords
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