Portuguese consumers´ preferences regarding fashion products

Abstract

The awareness of the fashion industry's negative impact and concern for the environment have been increasing in the last few years. The purpose of this study is to understand why Portuguese consumers buy fast fashion if they have environmental sustainability concerns. In the study, Portuguese consumers’ preferences regarding fashion products were analysed as well as important consumer segments. These findings were obtained from the existing literature, conjoint and cluster analysis. It was concluded that Portuguese consumers are willing to purchase sustainable products despite finding some barriers and valuing the attributes quality and price more than sustainability when purchasing clothe