Joaquim A. Casaca is Assistant Professor at Universidade Europeia, IADE. He holds a Ph.D. in Management from Universidade Lusíada de Lisboa, a Master’s in Management from ISEG - Lisbon School of Economics and Management at the University of Lisbon, a postgraduate degree in "Technologies and Information Sciences for Organizations" (ISEG) and a degree in Economics (ISEG). He is an integrated member of UNIDCOM/IADE research center, currently developing research on marketing performance, relational marketing, behaviour and sustainable development, and conscious consumption.