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Publicação
Portuguese consumers- perceptions of fast fashion brands
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| 6.3 MB | Adobe PDF |
Orientador(es)
Resumo(s)
The awareness of the fashion industry's negative impact and concern for the environment have
been increasing in the last few years. This study aims to understand why Portuguese consumers
buy fast fashion if they have environmental sustainability concerns. It analysed whether
Portuguese consumers are concerned with environmental sustainability; how they perceive fast
fashion brands and their preferences; as well as important consumer segments. These findings
were obtained from the existing literature, interviews conducted with industry experts, a
consumer survey, perceptual map, conjoint and cluster analysis. It was concluded that
Portuguese consumers are willing to purchase sustainable products despite finding barriers
Descrição
Palavras-chave
Consumers perceptions Perceptual maps Atributes correlarion Fast fashion