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Esta investigação analisa como as práticas sustentáveis da cadeia de
abastecimento afetam a perceção, a confiança e o comportamento de compra dos
consumidores em Portugal. Numa época em que a sustentabilidade é vital para a
competitividade, as empresas estão a incorporar progressivamente valores ambientais,
sociais e éticos nas suas práticas.
Utilizando um método quantitativo e descritivo, os dados foram recolhidos através
de um inquérito online preenchido por 138 consumidores de Portugal. Os resultados
revelam que os participantes atribuem um valor significativo à transparência e à
sustentabilidade, associando-as à confiança, ao valor e à reputação da marca. Os
resultados indicam que a sustentabilidade percebida tem um efeito positivo na confiança
e na intenção de compra, em consonância com os quadros teóricos estabelecidos
(Cubillas‐Para et al., 2023; Steinhorst Kraetzig et al., 2024; Yadav et al., 2025). No
entanto, persiste um certo ceticismo, destacando preocupações com o greenwashing e a
autenticidade das mensagens corporativas.
Em geral, a investigação mostra que a sustentabilidade se transformou de um
princípio moral num fator estratégico que influencia a lealdade do consumidor e a
vantagem competitiva. A investigação melhora a compreensão da conexão entre as visões
de sustentabilidade e as ações do consumidor, fornecendo insights acionáveis para
empresas que visam cultivar a confiança por meio de abordagens genuínas e abertas.
This research analyses how sustainable supply chain practices affect consumer perception, trust and purchasing behaviour in Portugal. At a time when sustainability is vital for competitiveness, companies are progressively incorporating environmental, social and ethical values into their practices. Using a quantitative and descriptive method, data was collected through an online survey completed by 138 consumers in Portugal. The results reveal that participants place significant value on transparency and sustainability, associating them with trust, value and brand reputation. The results indicate that perceived sustainability has a positive effect on trust and purchase intention, in line with established theoretical frameworks (Cubillas‐Para et al., 2023; Steinhorst Kraetzig et al., 2024; Yadav et al., 2025). However, some scepticism remains, highlighting concerns about greenwashing and the authenticity of corporate messages. Overall, research shows that sustainability has transformed from a moral principle into a strategic factor that influences consumer loyalty and competitive advantage. Research improves understanding of the connection between sustainability views and consumer actions, providing actionable insights for companies seeking to cultivate trust through genuine and open approaches.
This research analyses how sustainable supply chain practices affect consumer perception, trust and purchasing behaviour in Portugal. At a time when sustainability is vital for competitiveness, companies are progressively incorporating environmental, social and ethical values into their practices. Using a quantitative and descriptive method, data was collected through an online survey completed by 138 consumers in Portugal. The results reveal that participants place significant value on transparency and sustainability, associating them with trust, value and brand reputation. The results indicate that perceived sustainability has a positive effect on trust and purchase intention, in line with established theoretical frameworks (Cubillas‐Para et al., 2023; Steinhorst Kraetzig et al., 2024; Yadav et al., 2025). However, some scepticism remains, highlighting concerns about greenwashing and the authenticity of corporate messages. Overall, research shows that sustainability has transformed from a moral principle into a strategic factor that influences consumer loyalty and competitive advantage. Research improves understanding of the connection between sustainability views and consumer actions, providing actionable insights for companies seeking to cultivate trust through genuine and open approaches.
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Práticas sustentáveis Cadeia de abastecimento Perceção do consumidor Comportamento de compra Sustainable practices Supply Chain Consumer Perception Purchasing Behaviour