Navigating intimacy: breaking down the factors influencing the adoption of safer choices among younger generations

Abstract

This Master’s Thesis investigates the concerning decline in condom usage among young people in Portugal, contributing to an alarming rise in sexually transmitted diseases. The research takes a methodical approach to explore the variables impacting the decision-making regarding condom adoption. Through market research techniques such as Perceptual Maps and Conjoint Analysis, the conducting surveys provide a comprehensive analysis regarding consumer perceptions and preferences among Portuguese young adults. The main findings aim to give actionable insights for public health campaigns, aspiring to reverse the falling trend in condom usage and mitigating the associated public health risks among younger generations in Portugal.