Ethical consumption in the post-pandemic era: between consumer intention and behavior

Abstract

In the post-pandemic period, ethical consumption has become more visible in public discourse and in brand communication. In Portugal, there are clear signs of greater attention to sustainability, transparency, and corporate coherence, although price and convenience still strongly influence purchasing decisions. This article argues that ethical consumption gained relevance because the crisis reinforced consumers’ sensitivity to brand credibility, which requires companies to align discourse and practice. The reflection is organized around three axes: sustainability, transparency, and trust.