How Portuguese consumers perceive the sustainable dimension of the brand1?

The Beauty and Personal Care Market has been moving towards a sustainable path. During the past few years, companies have taken on initiatives to reduce their environmental footprint, and Brand 1is at its forefront in the mass market. This Field Lab Project aims to analyse how Portuguese consumers perceive the sustainable dimension of the Brand 1. We concluded that most Portuguese consumers are not up-to-date with sustainability, showing incongruencies between their stated opinions and their actions. Their misunderstanding of the topic extends to their reliability of the sustainability concept on packaging, granting it greater importance than any other factors.