Political ideologies and sustainable behaviours

: exploring conspicuous sustainability behaviours in Portugal

Abstract

Sustainability has become an increasingly prominent topic, prioritized by individuals and institutions alike as they work to protect the environment and preserve the world, we live in. This study examines how political ideologies influence Portuguese consumers9 participation in conspicuous sustainability behaviours (CSBs) 3 visible actions undertaken to express social identity and values. Portugal9s unique cultural and political landscape, marked by a growing polarization between progressive and right-leaning ideologies, provides a compelling context for investigation. This dissertation delves into the differences between public and private sustainable behaviours across political affinities, identifying who prefers what and why. Understanding these distinctions can be valuable for the government and brands aiming to engage more effectively with consumers and align with evolving trends in behaviour change. By addressing a significant gap in literature, this study sheds light on the interplay between political beliefs, social identity, and sustainable practises in a collectivist society as is Portugal.

Date of Award	3 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniel Fernandes (Supervisor)