This study identified fashion consumer profiles among Portuguese young adults. The work was based on four constructs: fashion involvement, fashion innovativeness, self‐expression through fashion products and impulsiveness. Another purpose of this study was to test these instruments in this cultural context in order to contribute to the generalizability of the scales. A cluster analysis uncovered three groups: Moderates, Apathetic and Enthusiasts. On the whole, this study proposes a new way of segmenting Portuguese fashion consumers and demonstrates that the four constructs employed can be used in different cultural contexts.

PurposeThe purpose of this paper is to identify the main factors that explained the shopping motivations among Portuguese consumers and to categorize possible groups based on those dimensions. The paper also intends to confirm the results obtained in previous studies carried out in the USA, applying their measure instruments to a sample of young adult Portuguese consumers.Design/methodology/approachThe authors performed a quantitative analysis by means of a personal survey using a sample of Portuguese undergraduate students. Principal axis factoring and cluster analysis were carried out to identify main dimensions in shopping motivations and categorize shopper groups.FindingsThe paper identifies seven shopping dimensions: “Pleasure and gratification shopping”, “Idea Shopping”, “Social Shopping”, “Role shopping”, “Value Shopping”, “Achievement” and “Efficiency”. Based on these factors, the paper finds five groups of consumers: “Social shopper”, “Dynamic Shopper”, “Pragmatic Shopper”, “Moderate shopper” and “Involved Shopper”. The findings on the whole confirm the results obtained in previous studies carried out in the USA. This fact contributes to the validation of this motivations framework showing its application on different contexts.Practical implicationsThe paper may contribute to the knowledge of the South European consumer, and states some implications for the international retail chains that work, or intend to work, in this region. Based on the shopper groups, the paper suggests some marketing communication strategies and tactics for retailers.Originality/valueThe results confirm the results obtained in the USA by Arnold and Reynolds and Kim. These findings demonstrate the international applicability of those authors' scales. The paper also proposes a new Portuguese young adult consumer profile based on hedonistic and utilitarian shopping motivations.

This study analyzes how Knowledge about environmental problems, "Perceived consumer effectiveness, and "Recycling behavior can predict Reported purchase of green products in general, and Reported purchase of specific green products. Another objective of this study is to identify different consumer segments based on antecedents of green purchasing behavior, observing demographic profiles and willingness to buy this type of products. The data was collected in Portugal with the use of an online survey and the instrument was composed of five scales, adapted from previous studies. The results confirm the existence of a positive relationship between the constructs. It is also possible to identify three segments of consumers: Less involved, Moderate, and Ecologists. This study has some practical implications, showing that consumption of green products can be stimulated if consumers are more aware of environmental problems and understand the importance of their individual behavior to prevent them.

Abstract:The Human and Social Sciences -University Fernando Pessoa, Porto, Portugal, Email: pjrcardoso@gmail.com Citation:HELENA SOFIA RODRIGUES, MANUEL JOSÉ FONSECA, PAULO RIBEIRO CARDOSO (2015). The effect of drivers gender on the perception of Portuguese road safety communication campaigns.