A Longitudinal Study on Sustainability Perceptions in Portugal

Abstract

This study aims to advance the understanding of sustainable behaviour by exploring the perceptions, knowledge, and opinions about the sustainability of nearly graduated students in Portugal. A three-wave exploratory and longitudinal study was conducted with Management and Marketing students in 2020, 2021, and 2022. The findings come from both quantitative and qualitative approaches. First, the results reveal low levels of knowledge about sustainability, Sustainable Development Goals, and other related concepts. Then, by a qualitative analysis, this study highlights the terms related to sustainability and perceived sustainable practices. It also examines changes perceived since the COVID-19 pandemic and what their threats and opportunities in the coming years are. The main conclusion of this study is the critical need for education on sustainability and related concepts beyond simple recycling practices. The use of sustainability as a marketing tool is insufficient to create a viable future. Higher education must develop a new shared and sustainable vision for sustainability education.