Consumidores como aliados da economia circular
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Objetivo: analisar os fatores psicológicos que incentivam os consumidores a participarem ativamente em iniciativas empresariais de economia circular.
Estado da arte: ao endereçar os fatores psicológicos que promovem o engajamento do consumidor com a sustentabilidade, a empresa tem mais chance de prosperar em suas metas com o meio ambiente e ainda potencializar os benefícios de sua iniciativa.
Escopo: foi utilizada a metodologia archival research para estudar iniciativas empresariais que envolvem a participação ativa dos consumidores em práticas de reuso, renovação e/ou reciclagem das empresas Boticário, Ikea, L´Occitane e Natura.
Originalidade: o framework SHIFT1 foi utilizado no estudo com o propósito de compreender os aspectos psicológicos para promover a participação ativa dos consumidores em práticas de reuso, renovação e reciclagem.
Impactos: a análise evidencia aos gestores fatores psicológicos que podem ser usados em campanhas para participação ativa de consumidores na economia circular.
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