Current
Project Youth 4 True Green (Y4TG)
Youth 4 True Green Project: Empowering Young Consumers for the Ecological Transition
The European Green Deal establishes as one of its fundamental goals the transition to a circular economy. Achieving this objective requires the implementation of measures that prevent companies from making misleading claims about the environmental merits of their products, a practice known as greenwashing.
Within this framework, CEAD Francisco Suárez hosts the Youth 4 True Green (Y4TG) project, led by Principal Investigator Prof. Dr. Lurdes Vargas. With a duration of 15 months (February 2026 to April 2027), this multidisciplinary project aims to raise awareness among consumers—particularly young people—about the issue of greenwashing and to provide them with preliminary tools to identify false environmental claims.
The Y4TG project has the following main objectives:
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To conduct research among young consumers (16–25 years old) to assess their level of awareness of greenwashing and their willingness to make environmentally conscious consumption choices.
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To develop a communication campaign aimed at raising awareness about greenwashing among young audiences.
The team includes researchers from CEAD and CICANT, as well as PhD, master’s, and undergraduate students, and strategic partners such as the Portuguese Consumer Law Association and the arts and technology school ETIC_Algarve.
Team
Activities
Activities Plan
The Youth 4 True Green (Y4TG) project is a multidisciplinary initiative that combines legal research in Consumer Law with communication and literacy strategies. Aligned with the European Green Deal and with the goal of promoting the transition to a circular economy, our action plan is structured around several key strategic pillars:Pillar 1: Empirical Research and Diagnosis
Study on Young Consumer Behaviour. Conducting research targeting young consumers aged 16–25. Environmental Literacy Mapping: Assessing the level of awareness among this generation regarding greenwashing (misleading environmental claims) and their willingness to adopt environmentally conscious consumption choices.
Pillar 2: Capacity Building and Legal Literacy:
Decoding the Regulatory Framework. Analysis and simplification of the principles of Directive (EU) 2024/825 (empowering consumers for the green transition), with the aim of equipping civil society with practical tools to defend against unfair commercial practices.Defining Sustainability Criteria: Promoting public debate to clarify what constitutes objective and publicly verifiable sustainability commitments..
Pillar 3: Awareness and Empowerment Campaign :
Multimedia Communication Action. Development of a high-impact communication campaign, specifically designed to raise awareness about greenwashing among young audiences. Creative and Technological Production: Creation of dynamic content in close collaboration with ETIC_Algarve, a school specializing in arts and technologies, integrating design and communication into the transfer of scientific knowledge.
Pillar 4: Strategic Partnerships and Social Impact (SDGs):
Engagement in the Consumer Ecosystem.Collaborative work with the Associação Portuguesa de Direito do Consumo (APDC) to ensure the relevance and practical applicability of the tools developed..Advancing the United Nations 2030 Agenda for Sustainable Development: Implementation of activities that directly support the Sustainable Development Goals (SDGs), including:.Quality Education (SDG 4).Gender Equality (SDG 5).Reduced Inequalities (SDG 10).Responsible Consumption and Production (SDG 12).Peace, Justice and Strong Institutions (SDG 16).