Rohden, Simoni FernandaMondim, Carolina Manuela Simões2025-07-012025-06-26http://hdl.handle.net/10362/184672Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThe fashion industry, a significant contributor to environmental pollution, faces growing pressure to adopt sustainable practices. However, issues like greenwashing undermine consumer trust. Circular consumption provides a transparent pathway to sustainability, but consumer behavior remains influenced by factors such as environmental concern and green consumption confusion. This thesis investigates how consumer awareness of greenwashing impacts purchasing decisions for circular products. By testing a conceptual model that integrates environmental concern and green consumption confusion, this research seeks to address a critical gap in understanding consumer behavior. Ultimately, this study offers insights into advancing the transition towards a more sustainable fashion industry.engSustainabilityFashion IndustryGreenwashingCircular ConsumptionEnvironmental ConcernGreen Consumption ConfusionSDG 12 - Responsible production and consumptionSDG 13 - Climate actionSDG 17 - Partnerships for the goalsmaster thesis203968751