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A marketing research about the portuguese consumer behavior towards sustainable fashion
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| 1.45 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Sustainable consumption matters increased during the COVID-19 pandemic. But this isn’t
something new. Over the years, the world population has become more worried about
sustainability. Taking that into consideration, this thesis objective is understanding the
Portuguese Consumer Behavior Towards Sustainable Fashion, how do they perceive the
sustainable fashion brands present on the national market – more sincere and transparent than
fast fashion brands – and if they are willing to pay a premium for sustainability – 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 option.
Descrição
Palavras-chave
Sustainability Consumer behavior Portugal Marketing research Perceptual maps Conjoint analysis Slow fashion Sustainable Brands