Which are the perceptions and main drivers/motivations that lead consumers to buy sustainable products

: the case of Portuguese sustainable swimwear brands

Abstract

With the growing concern for the state of the environment, countless organizations are adopting new processes and materials for the production of sustainable products. Portuguese organizations are no exception, and there are already many brands created by young entrepreneurs who intend not only to enhance the Portuguese swimwear market but also to offer something exclusive created from recycled materials that has a positive impact on the environment. To this extent, the main objective of this dissertation is to evaluate and understand the major perceptions and drivers/motivations that lead consumers to opt for Portuguese sustainable swimwear brands, besides the analysis of the consumer profile of such type of product.In order to reach valuable insights, a qualitative method (in ­depth interviews) and a quantitative method (online survey) were adopted. After collecting information from existing literature and the analysis of the overall data, it was possible to conclude that psychographic factors, which implicate knowledge of environmental status, behaviours towards a sustainable lifestyle, and attitudes of each individual about sustainability, are the ones that have a higher impact on purchase intentions towards Portuguese sustainable swimwear products. Along with this, individuals with higher educational levels are more aware of ecological problems, especially rising from the fashion industry. In addition, individuals who feel observed and evaluated have higher tendencies toward sustainable purchases. Hence, it is possible to state that this study contains theoretical and practical advice for (sustainable) brands that seek to incorporate sustainability into their operations in order to convert non ­sustainable users into sustainable ones.

Date of Award	23 Jan 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)