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Resumo(s)
The key objective and intent of this thesis is to understand to what extent pro-environmental
attitudes, willingness to pay, and the increased need for instant gratification can impact the fashion
industry, more specifically fast and slow fashion’s brand equity. In order to answer this research
question, an online questionnaire was conducted mainly targeted at Portuguese people. The results
show that pro-environmental attitudes are clearly present in consumers' minds, however,
willingness to pay seems to be the most influential factor for consumers when deciding whether to
shop at slow fashion or fast fashion brands. The results show that both industries should take
pricing and sustainability practices into great consideration when planning marketing strategies in
order to further enhance performance and brand equity.
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Palavras-chave
Willingness to pay Pro-environmental attitudes Sustainability Fast fashion Slow fashion Instant gratification Brand equity