This paper investigates the incorporation of sustainable development within the Portuguese agri-food sector amid global environmental and resource challenges. It underscores the role of the Sustainable Development Goals (SDGs) and environmental, social, and governance (ESG) criteria in steering businesses towards sustainable practices. Through qualitative analysis, in-depth interviews with managers and experts explored sustainable business model adoption, highlighting SMEs’ unique challenges. The study reveals a divergence in sustainability practice maturity, advocating for integration into organizational culture and strategy. It points out SMEs’ reactive stance due to resource constraints and external pressures, contrasting with larger firms’ proactive approaches. The research supports a strategic reevaluation of business models for sustainability, emphasizing innovation, leadership, organizational commitment, and transparent communication. Practical contributions include embedding sustainability into core operations, enhancing competitiveness, fostering sustainable organizational culture, prioritizing employee well-being, and leveraging innovative marketing for sustainability communication. Recognizing its limitations, this study advocates exploring blockchain and AI for transparency, leadership’s role in sustainable models, and the importance of marketing in the agri-food sector for sustainable management. Insights indicate that innovation and strategic partnerships are crucial for enhancing organizational sustainability and achieving the SDGs.

This paper contributes to the existing but scarce literature on customer-centric sustainability and measures consumers’ perceptions of fast-fashion brands regarding economic, environmental, and social sustainability. Furthermore, it aims to test the impact of each dimension of customer–brand relationships, specifically brand trust, affective brand commitment, and continuance brand commitment. A research model and nine hypotheses were tested through multiple linear regressions using a convenience sample of 228 Portuguese fast-fashion consumers. It also provides additional insights into how consumers’ perceptions of the three dimensions of sustainability might affect customer–brand relationships, namely brand trust and brand commitment. The results reveal a significant relationship between all dimensions of customer-centric sustainability and brand trust. Furthermore, economic sustainability and social sustainability were found to significantly predict effective brand commitment. Additionally, this study demonstrates that brand trust positively influences consumers’ intentions to maintain long-term relationships with fast-fashion brands. The implications of the results are discussed in detail, shedding light on the importance of incorporating customer-centric sustainability practices into brand management strategies within the fast-fashion industry. Further elaboration and discussion of the results can be found in this study.

Millennials are defined as the group of people born between 1980 and 2000 and maintain a positive attitude in relation to sustainability. However, there is a contradiction between how Millennials think and act when it comes to sustainable consumption. It is interesting to determine which factors can influence their sustainable attitude and behaviour, and those influences can be personal and situational. Six different factors were selected from the literature review and were subject of analysis. The research method will be through three different focus groups with Millennial participants. After the analysis of the focus groups it was possible to understand that Millennials show a very positive attitude towards sustainability but this attitude is not translated in 'green' footwear purchasing behaviour.

Given the importance of volunteers as key assets of formal volunteering organizations, this paper explores the adoption and adequacy of Employee Brand Equity (EBE) models to understand volunteers’ contributions to Nonprofit Organization (NPO) brand equity. Methodologically this research embraces a mixed-methods approach by combining data from exploratory interviews with experts from the NPO context and from a survey to 227 Portuguese volunteers from 28 formal volunteering organizations. This paper adds to the literature by applying for the first time EBE dimensions to the context of formal volunteering institutions. Hence, it provides a first step to the development of a Volunteer Brand Equity Model, by characterizing each dimension and validating its importance in the context of NPOs. From a practitioners’ viewpoint, this paper calls attention to the importance of embracing internal marketing strategies to attract and retain volunteers in a sustainable way and provides a practical tool for Volunteer Brand Equity analysis in NPOs.