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Altruism and culture as drivers for circular economy engagement
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Orientador(es)
Resumo(s)
Circular Economy (CE) is posited as a solution to the rise of environmental impact with economic
prosperity by introducing alternative systems of production, consumption and disposal. The recent
attention that this holistic framework has been gaining on government implementation policies and
businesses structures is due to a significant amount of successful projects already implemented
around the world and data driven information supporting CE practices as effective and attainable on
a global scale. Consumer engagement is considered one of the key challenges that Circular Economy
has been facing to achieve a higher level of implementation. To understand consumer’s motivations,
to adopt distinct forms of consumption not only on the purchase phase but also on using and
discarding products is the central objective of this research. The present work aims to consider
previous studies of culture, altruism and need for social status as dimensions that were proved to
predict, motivate and supports consumer’s action towards sustainability; understanding cultural
orientation effects on altruism (pure and competitive) and need for social status, proposing a match
between pure altruism and circular economy engagement. The findings indicate that people with
horizontal collectivism cultural orientation will be motivated by pure altruism and individuals with
vertical individualism cultural orientation will be motivated by competitive altruism. Furthermore,
that pure altruism motivation will drive circular economy engagement. By combining identity goals
and consumer’s motivation for engaging in a circular economy we contribute with knowledge for the
elaboration of strategies and public policies for enhancing and stimulating circular economy
acceptance on a consumer’s perspective.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Circular Economy Altruism Culture Orientation Consumer engagement SDG 7 - Affordable and clean energy SDG 12 - Responsible consumption and production