My name is Rui Carreira, and I am a PhD student in the Industrial Engineering and Management at the Universidade de Aveiro, an post graduation in Consumer Psychology at the Instituto CRIAP, an Executive MBA in Commercialization and Marketing at the Instituto Empresarial Portuense/ESADE, and a degree in Business Management from the Universidade Portucalense. Presently I am CEO of Grupo Selectibalanço, quality and data protection consultant, and host at GN-TV. I am researcher at the Competitiveness, Governance and Public Policy (GOVCOPP) research unit at the Universidade de Aveiro, in the Decision Support Systems research group. I am interested in research to understand how consumers demand and pay for the sustainability of the planet, joining Circular Economy and Quality.