Romeiro, PauloWeber, Raquel Figueira2023-05-082023-05-082022-10-202022-09http://hdl.handle.net/10400.14/41054The 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.engWillingness to payPro-environmental attitudesSustainabilityFast fashionSlow fashionInstant gratificationBrand equitymaster thesis203133676