Publication
Exploring sustainable consumption : an empirical study of consumer behavior
| Summary: | 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. |
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| Main Authors: | Hessel, Kristin Monika |
| Subject: | Alegações de sustentabilidade Certificações Certifications Confiança do consumidor Consumer trust Consumo sustentável Estratégia de go-to-market Go-to-market strategy Sustainability claims Sustainable consumption |
| Year: | 2025 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | embargoed access |
| Associated institution: | Universidade Católica Portuguesa |
| Language: | English |
| Origin: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Summary: | 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. |
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