A A co-criação de valor do consumidor enquanto cidadão através do comportamento pro-circular
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https://doi.org/10.5281/zenodo.7527769Palabras clave:
co-criação de valor, economia circular, comportamento pró-circular, diários, qualitativoResumen
A crescente importância das tendências do ambientalismo levou a um aumento significativo de atitudes e comportamentos ecologicamente corretos, que demonstram uma força coletiva por meio de decisões individuais. A co-criação representa uma componente fundamental desta lógica, já que a colaboração permite que a sociedade em geral crie oportunidades e gere benefícios. No entanto continuam a existir práticas insustentáveis, e com isso uma grande necessidade de maior conscientização do público e participação em iniciativas de economia circular. Considerando o crescente interesse em envolver os cidadãos em causas socioambientais, e tendo em conta que ainda existe um longo caminho a se percorrer, o propósito dessa investigação é compreender as motivações dos cidadãos para a adoção de comportamentos pro-circulares e a forma como percebem o valor criado para si e para a comunidade em que estão inseridos. Para a recolha de dados adotou-se uma metodologia exploratória qualitativa, com base em diários digitais escritos por 25 participantes, durante um período de 7 dias. As descobertas encontradas foram diversas, entre elas, um perfil maioritariamente feminino e com elevado grau académico. As pessoas com maior preocupação social são as mais comprometidas ambientalmente, embora nem sempre traduzam o seu compromisso nos comportamentos diários. O presente trabalho apresenta sua originalidade e contribuição ao utilizar a técnica de diário para analisar o comportamento pro-circular dos participantes, com o intuito de co-criar valor para a sociedade em que estão inseridos.
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