Publicações

This study explains how consumers form attitudes toward sustainable fashion line extensions by integrating Brand Extension Theory (BET) with the Theory of Planned Behavior (TPB). Using survey data from 786 consumers in Portugal and Turkey, with H&M Conscious Choice as the focal reference, we estimate a structural model in which environmental concern (EC) and brand image (BI) shape attitude (AT) both directly and indirectly through brand‑extension fit (BEF). Results show that EC has a positive but small direct association with AT, while its indirect effect via BEF is also significant, indicating that value‑based dispositions become consequential when the sustainability initiative is perceived as a credible and logical extension of the parent brand. BI exerts a substantive direct influence on AT and a statistically reliable but modest influence on BEF; BEF itself positively predicts AT and transmits part of EC’s and BI’s effects. The model explains R² ≈ 0.742 of BEF and R² ≈ 0.476 of AT, supporting the explanatory adequacy of the integrated framework. A multi‑group analysis suggests context‑sensitive differences between Portugal and Turkey, which we interpret in light of policy‑normalization (Portugal) versus crisis‑salience (Turkey); given partial measurement invariance, these contrasts are framed as cautious tendencies. Overall, findings underscore fit as the mechanism through which consumers synthesize values and brand heuristics, clarifying why strong brand image alone does not guarantee perceived sustainability congruence in fast‑fashion contexts.

Regions with strong tourism seasonality, like Portugal’s Algarve, face major challenges in municipal solid waste (MSW) management. This study quantifies tourism-induced waste using data from 2017–2024, in collaboration with Algar, the regional MSW utility. In 2024, the Algarve experienced six times more overnight stays in high season than low season, accounting for 25% of Portugal’s total. Yet only 9 of its 16 municipalities host 76% of residents and 95% of overnight stays. Regression models reveal strong links between tourism and waste generation. Tourists produce an estimated 3.44 kg of MSW per overnight stay—double a resident’s daily output—with 3.1 kg unsorted and glass waste four times higher than that of residents. Although tourism accounts for only 27% of annual MSW, it drives over 41% of capacity needs due to seasonality. Findings support fairer, data-driven cost-sharing and system improvements to more effectively manage waste.

This research aims to demonstrate the importance of motivation in order to be happy. The research question is: How are motivation and happiness linked? Our study considers several related aspects – from sports to oral health to the Maasai people in Africa. Motivation involves several factors, such as energy, direction, focus and [the right, sustainable] values (being true to oneself). The discussion herein offers a novel perspective on happiness and being happy. This is a qualitative study that includes a literature review and an autoethnographic narrative, a relatively new approach to scientific research. We conclude that autonomy and freedom are essential to one’s happiness, as is being true to oneself – being motivated by one’s intrinsic motivation