Neves, Catarina Paisana Pires Costa dasTrujillo, Maria Cristina Ojeda2024-10-292024-10-21http://hdl.handle.net/10362/174236Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRMSustainable consumer behavior has been a predominant field of study in the last decades, however, the role that certain emotions have in this endeavor has not been yet fully explored. As a result, this academic research put into investigation the diverse factors that influence sustainable consumer behavior, taking into consideration three main emotions: pride, guilt, and empathy, as well as examining the influence of brand factors, as brand image, trust and awareness have in pursuing consumers to perform sustainable behaviors. For this work, a research model was developed and tested with data from 206 consumers, resorting to structural equation modeling. The inclusion of emotions with brand factors reveals a significant relationship with sustainable consumer behavior, demonstrating that pride is the most significant emotion in consumer attitude towards sustainability. Overall, the findings and insights of this study can be used in the marketing and communication field to create campaigns, activities, and projects showing their concern and work towards a sustainable consumption, which is not only going to help the environment, but also how brands are perceived.engSustainabilityConsumer BehaviorEmotionsEthical BrandsSDG 11 - Sustainable cities and communitiesSDG 12 - Responsible production and consumptionmaster thesis203794672