Gardete, PedroPinheiro, Marina Stief2023-04-212023-04-212022-06-022022-07-15http://hdl.handle.net/10362/152001Sustainable consumption matters increased during the COVID-19 pandemic. But this isn’t something new. Over the years, the world population has become more worried about sustainability. Taking that into consideration, this thesis objective is understanding the Portuguese Consumer Behavior Towards Sustainable Fashion, how do they perceive the sustainable fashion brands present on the national market – more sincere and transparent than fast fashion brands – and if they are willing to pay a premium for sustainability – although Portuguese consumers give major importance to price, they would be still willing to pay a maximum price premium of 20 euros for a more sustainable option.engSustainabilityConsumer behaviorPortugalMarketing researchPerceptual mapsConjoint analysisSlow fashionSustainable Brandsmaster thesis203222199