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The decisive factors during consumers´ purchase process
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Resumo(s)
Sustainability has been a very active topic in the fashion industry over the past few years. The
swimwear industry in Portugal has been growing fast, and sustainability is also very present,
especially when it comes to fabric sourcing. This research analyses consumer behaviour,
awareness, perceptions, and preferences regarding sustainability in the Portuguese swimwear
market. The methodology encompassed interviews, a perceptual map analysis via survey and a
comprehensive conjoint analysis. Specifically, Cantê, Latitid, 38 Graus and Conscious the
Label were the swimwear Portuguese brands selected for perceptual analysis. Further inquiry
was directed at 38 Graus and Conscious the Label for a comparative study of their sustainability
approaches and strategies.
The findings indicate that consumers are still unaware of the sustainability efforts made by
swimwear brands; therefore, it might be advantageous for 38 Graus and Conscious the Label to
reevaluate and adjust their current communication strategies in order to have a more significant
influence on the industry's players. This study emphasises how important it is for companies to
reach out to more people to increase customer awareness and appreciation for sustainability
efforts in the swimwear industry.
Descrição
Palavras-chave
Conjoint analysis Willingness to pay Attribute preference Level preference Sustainability