The impact of sustainability information on consumers´ purchase behaviour and brand perception

Abstract

The average atmospheric temperature of the earth, prior to the industrial revolution, was approximately 14ºC. Currently it has increased 1.5ºC, and is expected to continue to escalate.It is urgent to solve this climate crisis, and the future generation of leaders, it is our obligationto stop this vicious cycle, and ensure a future for the next generations.Although society is aware of this crisis, fashion consumption continues to increase, whichcontributes to the destruction of our planet. Brands contribute to this factor by continuing tomanufacture and sell their products massively and with impunity. A possible solution tomitigate such effects is to increase consumers’ awareness about the negative impact that theirchoices have on the environment by stating this information clearly on products. Specifically,this research examines the extent to which providing consumers with information about the sustainability level of products impacts their choices. Consequently, whether it allows them tomake more conscious consumption decisions. Findings from an experimental study show that providing consumers with high (vs. low) sustainability information levels positively influencebrand perceptions of sustainable brands. This effect holds even when sustainable products are more expensive. Consumers are positively influenced by the amount of sustainabilityinformation that is available at their disposal to compare between product alternatives.Theoretical and managerial implications are provided, namely for the development of a software that provides sustainability-related information about products so that consumers canmake choice comparisons among various product alternatives.

Date of Award	29 Jan 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Vera Herédia Colaço (Supervisor)