Schmitt, DanielaGomes, Ana Rita De Carvalho Tarré2024-02-092024-02-092023-01-202023-12-20http://hdl.handle.net/10362/163324Environmental sustainability is a current widespread concern of many consumers and businesses. The purpose of this thesis is to analyze if consumers give value to environmental sustainability in their luxury fashion purchases. Additionally, this research explores consumers’ current knowledge on the sustainability efforts in this industry, mainly of known brands such as Gucci, Versace, Brunello Cucinelli, Dolce & Gabbana and Stella McCartney. To do so, methodologies such as perceptual mapping, conjoint and cluster analyzes were performed. Our main findings indicate an active want from consumers of more sustainable luxury fashion items, particularly those made out of eco-friendly materialengMarket researchPerceptual mappingConjoint analysisWillingness to payCluster analysisImplicit association testConsumer behaviorLuxury fashionSustainabilityEnvironmentmaster thesis203315251