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What are Portuguese consumers´ preferences towards sustainable fashion? - a conjoint analysis
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The concern for sustainable consumption had a considerable increase during the COVID-19 pandemic. But this is not a new trend. Over the past years, the world population is getting more worried about sustainability, and the fashion industry is a big contributor to environmental issues. Taking that into consideration, the goal of this work is to understand how Portuguese consumers perceive sustainable fashion brands in the national market and whether they are willing to pay a premium for sustainable fashion. A conjoint analysis was performed and used as a basis to discover that although Portuguese consumers give major importance to price, they would be still willing to pay a maximum price premium of 20 euros for a more sustainable fashion option.
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Sustainability Portugal Consumer behaviour Marketing research Perceptual maps Conjoint analysis Slow fashion Sustainable brands