Schmitt, DanielaPalma, Catarina Maria Reis Montenegro2024-04-052024-04-052023-01-202023-01-20http://hdl.handle.net/10362/165845The awareness of the fashion industry's negative impact and concern for the environment have been increasing in the last few years. This study aims to understand why Portuguese consumers buy fast fashion if they have environmental sustainability concerns. It analysed whether Portuguese consumers are concerned with environmental sustainability; how they perceive fast fashion brands and their preferences; as well as important consumer segments. These findings were obtained from the existing literature, interviews conducted with industry experts, a consumer survey, perceptual map, conjoint and cluster analysis. It was concluded that Portuguese consumers are willing to purchase sustainable products despite finding barriersengConsumers perceptionsPerceptual mapsAtributes correlarionFast fashionmaster thesis203364465