Browsing by Author "Seabra, Filipa Matilde Marinho de"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- Environmental concerns and consumer behavior : a netnographic study on the Zero Waste online communityPublication . Seabra, Filipa Matilde Marinho de; Oliveira, Pedro Luís Lopes deWaste generation has become one of the most severe environmental problems of the century. Vast majority of waste produced worldwide ends up in landfills, increasing greenhouse gas emissions, water pollution and health problems. A growing number of consumers is joining the Zero Waste lifestyle and minimizing their consumption levels to reduce waste and plastic pollution. This thesis therefore aims to study the online community of Zero Wasters, understanding their behaviors and motivations, as well as challenges and advantages experienced by this consumer segment. Netnography was considered the most appropriate method to conduct the research. Results show that consumers are willing to change their consumption habits to reduce their environmental footprint by adopting a series of waste-reduction strategies. There is limited academic research addressing Zero Waste as a lifestyle and therefore the study fills a gap in existing literature. Moreover, it contributes to current academic debate by exploring other waste strategies that go beyond recycling. Despite recognizing the positive impact of their actions, Zero Wasters express frustration towards the lack of accountability and action by governments and manufacturers. The desired movement towards a circular economy requires behavioral change at a societal level, which can be fostered by Social Marketing. To maintain a positive reputation, companies must focus on redesigning the packaging of their products using more eco-friendly materials. Furthermore, measures must be applied to discourage landfilling, to limit the production of virgin plastics and to encourage a circular economy focused on reusing resources and minimizing waste.