Are brands which “activated” sustainable practices promoting them efficiently in Portugal?

Abstract

Brands are developing a more sustainable business approach due to increasing environmental and social concerns, worldwide and in Portugal. However, besides the increasing availability of the Portuguese consumer to purchase sustainable brands, information about brands’ sustainable practices is not reaching these consumers. The research conducted by interviewing Portuguese sustainable consumers showed that there’s a misfit between brands’ sustainable practices and consumers perception of these sustainable practices, as a result there is much potential for improving. This project gives to every brand performing sustainable practices in Portugal significant insights on how are these practices perceived by the Portuguese sustainable consumer and what can be improved to engage with this consumer.