Laghaie, ArashBaptista, Carolina Francês2025-03-192025-03-192024-01-292024-01-30http://hdl.handle.net/10362/180910This thesis provides an in-depth exploration of consumer behavior and buying motivations in the sustainable swimwear market in Portugal. It investigates how Portuguese consumers perceive sustainability in the context of swimwear and how these perceptions influence their purchasing decisions. The research thoroughly examines the Portuguese swimwear market, including its size, trends, and consumer preferences. A significant focus is placed on analyzing the sustainability practices and market positioning of specific brands like 38 Graus and Conscious the Label. The findings offer valuable insights into the relationship between consumer environmental consciousness and buying behaviors in the context of sustainable fashion.engPerceptionsSwimwearSustainabilityAttributesmaster thesis203600894