Exploring sustainable consumption

: an empirical study of consumer behavior

Abstract

In times of increasing environmental pollution and growing demand for sustainable products, this work examines which factors influence consumer trust in sustainability claims and how these insights can be used for marketing strategies. To answer the research questions, a quantitative survey was conducted with 138 participants. Statistical tests such as t-tests and chi-square analyses were used to analyze the influence of certifications, age groups and other factors on consumer behavior. The results show that consumers have more trust in sustainability claims with certificates. Younger consumers are more willing to pay higher prices for sustainable products, while older consumers are more skeptical. The results show that consumers have more trust in sustainability claims with certificates. Younger consumers are more willing to pay higher prices for sustainable products, while older consumers are more skeptical. This work offers new insights into the drivers of sustainable consumption and derives specific recommendations for companies.

Date of Award	30 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sílvia Isabel Cristina Taveira de Almeida (Supervisor)