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An in-depth methodological journey and the preliminary interviews guiding the study
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Orientador(es)
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 regarding 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 still need to be made aware of the sustainability efforts
made by swimwear brands; therefore, it might be advantageous for 38 Graus and Conscious the
Label to re-evaluate and adjust their current communication strategies to influence the
industry's players significantly.
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 swimsuit industry.
Descrição
Palavras-chave
Methodology Qualitative research Preliminary consumer interviews Brand interviews with industry experts Quantitative research Perceptual map Conjoint analysis Swimwear Sustainability