Competitive positioning in Portugal's textile and apparel industry

: can consumer environmental consciousness support a differentiation strategy

Abstract

This dissertation studies the role of consumer environmental consciousness in supporting a differentiation strategy in the textile and apparel industry in Portugal. The study utilizes a structured questionnaire by Kumar et al. (2021), for which 276 responses were obtained, focusing on young and literate adults. The main findings indicate that environmental consciousness, attitude, subjective norms, and willingness to pay significantly affect purchase intentions for sustainable products. The research highlights the potential for companies to leverage environmental values to differentiate themselves and gain a competitive advantage, responding to a growing market demand for sustainable apparel and textiles. The study provides valuable insights for SMEs in the Portuguese textile and apparel industry, emphasizing the importance of aligning business strategies with ecological values to improve market positioning.

Date of Award	23 Oct 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luis Rebelo (Supervisor)