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A construção de identidade(s) através do consumo colaborativo
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O presente trabalho trata-se de uma investigação acerca da construção de identidade através
do consumo colaborativo. Partindo da ideia de que o que consumimos, entre produtos e
serviços, fazem parte do processo de construção do próprio ser, esta pesquisa busca fazer um
recorte dessa construção vinculada ao consumo colaborativo. Este desestimula ao máximo a
compra de novos bens, incentivando o aproveitamento de recursos ou o consumo do
comércio local. A Web 2.0 possui um papel importante neste movimento, viabilizando
projetos e plataformas online, conectando pessoas e fornecendo informações.
Considerando que o consumo colaborativo é bastante recente e, consequentemente,
com poucos estudos ainda sobre a temática, ao mesmo tempo que representa mudanças
significativas no comportamento de consumo, torna-se relevante o entendimento das
motivações e possíveis transformações que essa forma de consumo pode trazer para a
sociedade.
The present work is an investigation about the construction of identity through collaborative consumption. Starting from the idea that what we consume, either products and services, are part of the process of construction of ourselves, this research focuses on this construction linked to the collaborative consumption. The latter discourages to the maximum the purchase of new goods, encouraging the use of resources or the consumption from local commerce. Web 2.0 has an important role in this movement, making online projects and platforms, connecting people and providing information. Considering that the collaborative consumption is quite recent and, consequently, with few studies on the subject, at the same time that represents significant changes in consumer behavior, it becomes relevant the understanding of the motivations and possible transformations that this form of consumption can bring to the society.
The present work is an investigation about the construction of identity through collaborative consumption. Starting from the idea that what we consume, either products and services, are part of the process of construction of ourselves, this research focuses on this construction linked to the collaborative consumption. The latter discourages to the maximum the purchase of new goods, encouraging the use of resources or the consumption from local commerce. Web 2.0 has an important role in this movement, making online projects and platforms, connecting people and providing information. Considering that the collaborative consumption is quite recent and, consequently, with few studies on the subject, at the same time that represents significant changes in consumer behavior, it becomes relevant the understanding of the motivations and possible transformations that this form of consumption can bring to the society.
Descrição
Palavras-chave
Consumo colaborativo Identidade (Psicologia) Sociedade de consumo Consumidores - Comportamento Teses de mestrado - 2018