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Análise do comportamento do consumidor face à economia circular
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A economia circular surge como uma alternativa ao modelo linear, promovendo práticas que mantêm os recursos em uso pelo maior tempo possível, reduzem desperdícios e minimizam impactos ambientais. Estrategicamente, enfatiza ações como reutilização e reciclagem, criando uma economia mais sustentável e regenerativa. Contudo, para a sua implementação efetiva, é essencial considerar o papel central do comportamento do consumidor na adoção de práticas circulares.
O comportamento do consumidor explora como os indivíduos adquirem, utilizam e descartam produtos, sendo um fator determinante para os ciclos de inovação empresarial. Compreender as motivações, desejos e necessidades dos consumidores é crucial para desenvolver estratégias competitivas e alinhar os padrões de consumo à sustentabilidade. Essa dinâmica é ainda mais importante nos mercados que valorizam práticas sustentáveis, onde a economia circular oferece benefícios económicos significativos, como a redução de custos, maior eficiência e vantagens competitivas. A resistência à mudança em modelos de negócios tradicionais, os altos custos e a ausência de incentivos governamentais dificultam a transição. Para superar essas barreiras, é necessário o apoio governamental, por meio de subsídios, redução de impostos e estímulos à inovação. A economia circular representa uma oportunidade estratégica para as empresas se diferenciarem enquanto promovem a sustentabilidade ambiental e económica. Além dos ajustes estruturais, a educação e a sensibilização do consumidor são indispensáveis.
Neste cenário, esta investigação teve como objetivo analisar as perceções, atitudes e comportamentos dos consumidores face à economia circular, identificando os fatores que influenciam a adoção de práticas sustentáveis e as barreiras que dificultam essa transição. A pesquisa foi de natureza quantitativa, tendo sido aplicada a 151 participantes por meio de um questionário. Os dados foram tratados com base na estatística descritiva e inferencial.
Os resultados demonstram que a idade constitui um fator relevante na adoção de comportamentos associados à economia circular. Os consumidores mais jovens apresentam maior abertura para práticas sustentáveis e modelos de consumo baseados na reutilização e partilha, evidenciando uma maior consciencialização ambiental e predisposição para a mudança. Em contraste, os participantes de faixas etárias mais elevadas revelaram maior resistência à adoção dessas práticas, possivelmente devido à influência de hábitos de consumo consolidados e a perceções mais conservadoras quanto à qualidade e fiabilidade dos produtos reciclados. Conclui-se que a sensibilização e a educação ambiental são essenciais para promover a transição para um modelo de consumo mais sustentável e colaborativo.
The circular economy emerges as an alternative to the linear model, promoting practices that keep resources in use for as long as possible, reduce waste and minimise environmental impacts. Strategically, it emphasises actions such as reuse and recycling, creating a more sustainable and regenerative economy. However, for its effective implementation, it is essential to consider the central role of consumer behaviour in the adoption of circular practices. Consumer behaviour explores how individuals acquire, use and dispose of products, and is a determining factor in business innovation cycles. Understanding consumer motivations, desires, and needs is crucial to developing competitive strategies and aligning consumption patterns with sustainability. This dynamic is even more important in markets that value sustainable practices, where the circular economy offers significant economic benefits, such as cost reduction, greater efficiency, and competitive advantages. Resistance to change in traditional business models, high costs and the lack of government incentives hinder the transition. To overcome these barriers, government support is needed in the form of subsidies, tax breaks and incentives for innovation. The circular economy represents a strategic opportunity for companies to differentiate themselves while promoting environmental and economic sustainability. In addition to structural adjustments, consumer education and awareness are indispensable. In this context, this research aimed to analyse consumers' perceptions, attitudes and behaviours towards the circular economy, identifying the factors that influence the adoption of sustainable practices and the barriers that hinder this transition. The research was quantitative in nature and was applied to 151 participants through a questionnaire. The data were processed using descriptive and inferential statistics. The results show that age is a relevant factor in the adoption of behaviours associated with the circular economy. Younger consumers are more open to sustainable practices and consumption models based on reuse and sharing, demonstrating greater environmental awareness and a predisposition to change. In contrast, participants in older age groups showed greater resistance to adopting these practices, possibly due to the influence of established consumption habits and more conservative perceptions regarding the quality and reliability of recycled products. It can be concluded that environmental awareness and education are essential to promote the transition to a more sustainable and collaborative consumption model.
The circular economy emerges as an alternative to the linear model, promoting practices that keep resources in use for as long as possible, reduce waste and minimise environmental impacts. Strategically, it emphasises actions such as reuse and recycling, creating a more sustainable and regenerative economy. However, for its effective implementation, it is essential to consider the central role of consumer behaviour in the adoption of circular practices. Consumer behaviour explores how individuals acquire, use and dispose of products, and is a determining factor in business innovation cycles. Understanding consumer motivations, desires, and needs is crucial to developing competitive strategies and aligning consumption patterns with sustainability. This dynamic is even more important in markets that value sustainable practices, where the circular economy offers significant economic benefits, such as cost reduction, greater efficiency, and competitive advantages. Resistance to change in traditional business models, high costs and the lack of government incentives hinder the transition. To overcome these barriers, government support is needed in the form of subsidies, tax breaks and incentives for innovation. The circular economy represents a strategic opportunity for companies to differentiate themselves while promoting environmental and economic sustainability. In addition to structural adjustments, consumer education and awareness are indispensable. In this context, this research aimed to analyse consumers' perceptions, attitudes and behaviours towards the circular economy, identifying the factors that influence the adoption of sustainable practices and the barriers that hinder this transition. The research was quantitative in nature and was applied to 151 participants through a questionnaire. The data were processed using descriptive and inferential statistics. The results show that age is a relevant factor in the adoption of behaviours associated with the circular economy. Younger consumers are more open to sustainable practices and consumption models based on reuse and sharing, demonstrating greater environmental awareness and a predisposition to change. In contrast, participants in older age groups showed greater resistance to adopting these practices, possibly due to the influence of established consumption habits and more conservative perceptions regarding the quality and reliability of recycled products. It can be concluded that environmental awareness and education are essential to promote the transition to a more sustainable and collaborative consumption model.
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Economia circular Sustentabilidade Inovação Modelo de negócios Consumo consciente