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Abstract(s)
Esta dissertação investiga como as práticas de economia
circular adotadas por empresas do setor têxtil influenciam o
comportamento dos consumidores e contribuem para a
promoção do consumo sustentável. Através de uma
abordagem qualitativa com entrevistas semiestruturadas a
profissionais atuantes no setor, foram analisadas percepções,
estratégias e barreiras enfrentadas na implementação de
modelos circulares. Os resultados indicam que a
transparência, a educação do consumidor e o design
sustentável são elementos-chave para a construção de valor
percebido e engajamento com práticas sustentáveis. A
análise contribui para o campo do marketing estratégico ao
propor recomendações práticas para empresas,
consumidores e formuladores de políticas públicas,
reforçando a relevância da economia circular como caminho
para um futuro mais sustentável.
This dissertation investigates how circular economy practices adopted by companies in the textile sector influence consumer behaviour and promote sustainable consumption. Using a qualitative approach, semi-structured interviews were conducted with professionals in the field to explore perceptions, strategies and challenges in implementing circular models. The findings highlight the importance of transparency, consumer education and sustainable design as key drivers for value creation and engagement with sustainability. This study contributes to the field of strategic marketing by offering practical recommendations for companies, consumers and policymakers, reinforcing the relevance of the circular economy as a pathway towards a more sustainable future.
This dissertation investigates how circular economy practices adopted by companies in the textile sector influence consumer behaviour and promote sustainable consumption. Using a qualitative approach, semi-structured interviews were conducted with professionals in the field to explore perceptions, strategies and challenges in implementing circular models. The findings highlight the importance of transparency, consumer education and sustainable design as key drivers for value creation and engagement with sustainability. This study contributes to the field of strategic marketing by offering practical recommendations for companies, consumers and policymakers, reinforcing the relevance of the circular economy as a pathway towards a more sustainable future.
Description
Keywords
Economia circular Comportamento do consumidor Sustentabilidade Setor têxtil Marketing estratégico