Comum e Comnós, por que não? o pulsar do consumo colaborativo na cidade de Lajeado
Carregando...
Data
2016-06
Autores
Orientador
Durayski, Juliana
Banca
Durayski, Juliana
Kreutz, Elizete
Brod, Rodrigo De Azambuja
Título do periódico
ISSN
Título do Volume
Editor
Resumo
Uma carona informal, sebos, brechós, ajuda entre vizinhos. E de repente, sistemas onde é possível usufruir de uma bicicleta compartilhada, vender uma peça usada na internet ou ainda, alugar o sofá de um desconhecido. A prática do consumo colaborativo não é de hoje, no entanto, percebe-se que vem ganhando espaço e força, especialmente, a partir de plataformas online. Presente em diversos contextos da sociedade, o tema se reflete em muitos exemplos além dos já citados e suscita questionamentos acerca destas “novas” formas de consumir. Nesta monografia, tem-se por objetivo compreender como o consumo colaborativo é percebido e como se revela nos consumidores da cidade de Lajeado/RS e para tanto, a pesquisa, de natureza qualitativa, aplica-se com múltiplas técnicas de dados: pesquisa bibliográfica, pesquisa documental, entrevista em profundidade, entrevista autodirigida com imagens, observação participante e não participante. Os resultados sinalizam quatro categorias: a) O cenário do consumo colaborativo; b) Ações colaborativas; c) O consumo colaborativo e as organizações; e d) Porque consumir de forma colaborativa. Compreende-se assim, que o conceito, embora desconhecido, é praticado pelos consumidores lajeadenses e tais práticas se apresentam tanto no ambiente físico quanto digital. E, ainda que incipiente, verifica-se que o movimento colaborativo está presente também nas empresas. Apesar de identificadas algumas objeções ao desenvolvimento do sistema, as motivações e influências para as práticas do consumo colaborativo se demonstram relevantes e preponderantes, relacionando-se a aspectos pessoais – como o estilo de vida – e externos – como socioculturais. Percebe-se também, que interações em diversos âmbitos têm sinalizado a incorporação de outros valores culturais, evidenciando a heterogeneidade da cultura e indo ao encontro de conceitos propostos pela abordagem da Consumer Culture Theory (CCT). Espera-se que este estudo contribua com a ampliação da lente teórica e, especialmente, com o desenvolvimento do sistema na cidade de Lajeado e região, de modo que empresas e consumidores possam evoluir relacionamentos, vivências e práticas de consumo, colaborando também com o meio ambiente.
Sharing a ride somewhere, helping neighbors, flea markets and garage sales. Then, all of a sudden, systems in which bicycles are shared, used items are sold through the internet, or maybe a couch that can be rented from a stranger. Collaborative consumption practices are not new. However, they have been gaining territory and strength, especially on online platforms. Present on several social contexts, the idea underlines many practices beyond the ones mentioned and raises questions regarding these “new” ways of consumption. In this monograph, the objective is to understand how collaborative consumption is perceived and how it reveals in consumers in the city of Lajeado/RS, and, for that, the research, of qualitative nature, is applied with multiple data techniques: bibliographical research, documental research, in-depth interview, self-directed interview with images, participant and non-participant observation. The results indicate four categories: a) The setting of collaborative consumption; b) Collaborative actions; c) Collaborative consumption and organizations; and d) Why consume in a collaborative way. Therefore, it is understood the concept, albeit unknown, is practiced by the city's consumers, and these practices are shown as much in the physical as in the digital environments. And it is verified that, however incipient, the collaborative movement is present also in companies. Although some objections to the development of the system are identified, the motivations and influences to the practice of collaborative consumption have shown themselves to be relevant and preponderant, relating to personal aspects – such as lifestyle – and external aspects – such as sociocultural. It is also perceived that interactions on various ambits have signaled the incorporation of other cultural values, evidencing the heterogeneity of the culture and converging with concepts stated by the theoretical lens of Consumer Culture Theory (CCT). It is hoped this study will contribute to the broadening of the theoretical lens and, especially, with the development of the system in the city of Lajeado and its outskirts, so that companies and consumers can improve relationships, experiences and consuming practices, as well as collaborate with the environment.
Sharing a ride somewhere, helping neighbors, flea markets and garage sales. Then, all of a sudden, systems in which bicycles are shared, used items are sold through the internet, or maybe a couch that can be rented from a stranger. Collaborative consumption practices are not new. However, they have been gaining territory and strength, especially on online platforms. Present on several social contexts, the idea underlines many practices beyond the ones mentioned and raises questions regarding these “new” ways of consumption. In this monograph, the objective is to understand how collaborative consumption is perceived and how it reveals in consumers in the city of Lajeado/RS, and, for that, the research, of qualitative nature, is applied with multiple data techniques: bibliographical research, documental research, in-depth interview, self-directed interview with images, participant and non-participant observation. The results indicate four categories: a) The setting of collaborative consumption; b) Collaborative actions; c) Collaborative consumption and organizations; and d) Why consume in a collaborative way. Therefore, it is understood the concept, albeit unknown, is practiced by the city's consumers, and these practices are shown as much in the physical as in the digital environments. And it is verified that, however incipient, the collaborative movement is present also in companies. Although some objections to the development of the system are identified, the motivations and influences to the practice of collaborative consumption have shown themselves to be relevant and preponderant, relating to personal aspects – such as lifestyle – and external aspects – such as sociocultural. It is also perceived that interactions on various ambits have signaled the incorporation of other cultural values, evidencing the heterogeneity of the culture and converging with concepts stated by the theoretical lens of Consumer Culture Theory (CCT). It is hoped this study will contribute to the broadening of the theoretical lens and, especially, with the development of the system in the city of Lajeado and its outskirts, so that companies and consumers can improve relationships, experiences and consuming practices, as well as collaborate with the environment.
Descrição
Palavras-chave
Consumo colaborativo; Comportamento do consumidor; Cultura e consumo
Citação
ROCKENBACH, Cecília Maire. Comum e Comnós, por que não? o pulsar do consumo colaborativo na cidade de Lajeado. 2015. Monografia (Graduação em Comunicação Social com Habilitação em Publicidade e Propaganda) – Universidade do Vale do Taquari - Univates, Lajeado, 08 dez. 2015. Disponível em: http://hdl.handle.net/10737/1046.