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Unveiling sustainability in the Portuguese swimwear market: awareness, consumer behavior, and corporate responsibility
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Resumo(s)
Sustainability has been a very active topic in the fashion industry over the past few years. This
research analyses consumer behaviour, awareness, perceptions, and preferences regarding
sustainability in the Portuguese swimwear market. The literature review dives into its evolution
from an environmental paradigm to a tripartite model. It delves into rising consumer awareness,
intensified by social media, and the impact of COVID-19. The urgency for a circular economy
is underscored by the impact of fashion. Analysing sustainable consumption through the Theory
of Planned Behaviour, the review explores drivers like environmental concern and willingness
to pay. Contrasting the harmful effects of Greenwashing, it emphasizes the pivotal role of
Corporate Social Responsibility in steering towards a sustainable future.
The methodology encompassed interviews, a perceptual map analysis, and a comprehensive
conjoint analysis. Specifically, Cantê, Latitid, 38 Graus, and Conscious the Label were the
Portuguese swimwear brands selected for perceptual analysis. Further inquiry was directed at
38 Graus and Conscious the Label for a comparative study of their sustainability approaches.
The findings indicate that consumers are still unaware of the sustainability efforts made by
swimwear brands; therefore, it might be advantageous for brands to reevaluate their current
communication strategies.
Descrição
Palavras-chave
Sustainability Consumer behavior Corporate social responsibility Greenwashing Sustainable consumption