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What are Portuguese consumers´ preferences towards sustainable fashion? A perceptual maps analysis
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Orientador(es)
Resumo(s)
The concern for sustainable fashion consumption was accentuated during the Covid-19 pandemic, with fashion being one of the most polluting industries worldwide. This project aims to understand whether Portuguese consumers are willing to pay premium for sustainable fashion, as well as their perceptions and preferences towards fashion brands present in this market. It was possible to conclude that even though Portuguese consumers do not associate price with quality, they do associate sustainability with quality. Also, although Portuguese consumers are price-sensitive, they would be willing to pay a maximum premium price of 20 euros for a more sustainable piece of clothing.
Descrição
Palavras-chave
Sustainability Portugal Consumer behaviour Marketing research Perceptual maps Conjoint analysis Slow fashion Sustainable brands