The "Portugal Sou Eu Seal Awareness Study & Impact of Origin on Purchase Decisions," conducted by QSP (Marketing Consultancy) in 2021, revealed that the "Portugal Sou Eu" seal has been consolidating itself as a national benchmark for conscious consumption and the appreciation of Portuguese products. The seal's assisted awareness soared to 81.2%, a significant increase compared to previous years. Even so, spontaneous awareness remains a communication challenge in a media landscape saturated with symbols and messages about origin and authenticity.
The seal's communication campaign had a greater impact in traditional audiovisual media, particularly through television spots. Videos focusing directly on the products had good engagement. A positive result: 24% of consumers said they changed their purchasing habits after exposure to the campaign, highlighting its effectiveness in raising awareness of national consumption. The study reinforces that the origin of products is a decisive factor in the purchase of goods such as wine, olive oil, and fruit, valued for its connection to quality and positive impact on the Portuguese economy.
Finally, consumers associate the Portugal brand with values ​​such as quality, authenticity, and social responsibility. The "Portugal Sou Eu" seal thus emerges not only as a certification element, but also as a symbol of national pride. The data reinforce the importance of investing in more empathetic, clear, and visible communication, so that the seal continues to play a strategic role in promoting Portuguese products.