Percepções de autoimagem e seu impacto no consumo de moda masculina: um estudo em Picos-PI

Abstract

In the current context, urban men's fashion has become a symbolic field of identity and social projection. In cities like Picos-PI, men show increasing concern with their self-image and how they are perceived by others. This behavior influences their clothing choices, revealing fashion as a means of expressing belonging and social distinction. This quantitative and descriptive study analyzed 70 consumers with social visibility in the commercial center of Picos-PI. Data were collected through semi-structured questionnaires, taking into account local sociocultural factors. Theoretical analysis was based on authors such as Kotler, Keller, Solomon, Bauman, and Lipovetsky. The main objective was to understand how self-image guides men's fashion consumption by linking global trends with local values. It was found that self-image plays a central role in consumer decisions, directly influencing the choice of clothes, brands and styles, which function as instruments of personal expression and affirmation of identity.