Laghaie, ArashMorais, Joana Perdigão2024-11-202024-11-202024-01-292023-12-20http://hdl.handle.net/10362/175541Sustainability has been a very active topic in the fashion industry over the past few years. This research analyses consumer behaviour, awareness, perceptions, and preferences regarding sustainability in the Portuguese swimwear market. The literature review dives into its evolution from an environmental paradigm to a tripartite model. It delves into rising consumer awareness, intensified by social media, and the impact of COVID-19. The urgency for a circular economy is underscored by the impact of fashion. Analysing sustainable consumption through the Theory of Planned Behaviour, the review explores drivers like environmental concern and willingness to pay. Contrasting the harmful effects of Greenwashing, it emphasizes the pivotal role of Corporate Social Responsibility in steering towards a sustainable future. The methodology encompassed interviews, a perceptual map analysis, and a comprehensive conjoint analysis. Specifically, Cantê, Latitid, 38 Graus, and Conscious the Label were the Portuguese swimwear brands selected for perceptual analysis. Further inquiry was directed at 38 Graus and Conscious the Label for a comparative study of their sustainability approaches. The findings indicate that consumers are still unaware of the sustainability efforts made by swimwear brands; therefore, it might be advantageous for brands to reevaluate their current communication strategies.engSustainabilityConsumer behaviorCorporate social responsibilityGreenwashingSustainable consumptionmaster thesis203601122