Eco-conscious consumerism in Portugal : an analysis on green consumer behaviour

  • Raquel Sofia Maroco de Sá (Student)

Student thesis: Master's Thesis


This dissertation aims to explore the profile of the green consumer in Portugal, the factors that influence their purchase, the main obstacles companies and consumers face when purchasing and the concerns both parties have towards the theme in analysis.The focus is to understand the profile of the green consumer in Portugal, their behaviour, the level of concern towards the environment, if the ecologically conscious consumer behaviour in Portugal diverges regarding demographic variables (gender, age, education, occupation and income level). To understand this relationship, topics such as green consumerism, the aspects influencing consumer buying behaviour and green marketing strategies were analysed. Additionally, the main obstacles consumers face, their attitude towards the subject and other concepts such as greenwashing were also analysed.Findings reveal that nowadays there is a positive change in the perceptions that consumers have about sustainable products regarding trust, quality and performance. It also proved that there is a positive impact regarding the perceived trust towards the product and the influence it has on willingness to pay and purchase intention of sustainable products.Moreover, in the presence of eco-labels, consumers’ willingness to pay for green products is not higher than without its presence, although they have a significant direct impact on consumers’ willingness to pay. Additionally, products that last longer and possibilities money saving have a direct impact on green purchase intention.
Date of Award8 Apr 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAlexandre Duarte (Supervisor)


  • Green marketing
  • Environmentally friendly products
  • Consumer buying behaviour
  • Ecology
  • Conscious consumers


  • Mestrado em Ciências da Comunicação

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