O consumo como um pensar social: consumidores enquanto agentes condutores de sustentabilidade
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Data
2021-06
Autores
Orientador
Prediger, André Eduardo Schröder
Banca
Santos, Carlos Henrique Rodrigues Dos
Piccinini, Marta Luisa
Título do periódico
ISSN
Título do Volume
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Resumo
Os reflexos da crise socioambiental atingem o mundo como um todo. A realidade contemporânea está cercada por significativas mudanças climáticas, desastres naturais e catástrofes ambientais, acompanhados por sérios problemas sociais, o que levou ao aumento da conscientização com a preservação do meio ambiente. As raízes dessa problemática estão alicerçadas no modelo de crescimento econômico e nos insustentáveis padrões de produção e consumo que a incessante busca pela tecnologia e o marketing impulsionaram. A crise que nos assola é eminentemente antropogênica e ética, desse modo os mesmos responsáveis por causá-la também deverão encontrar um modo de superá-la, para que seja possível a qualidade da vida em todas as suas formas. Nesse sentido, a presente monografia tem como objetivo analisar esta crise e seus desdobramentos, inclusive jurídicos, bem como, os pressupostos que constroem uma cidadania ambiental mais amadurecida e verificar quais as contribuições que os consumidores podem apresentar frente às ocorrências catastróficas do Brasil e, igualmente, constatar se o fortalecimento de uma cidadania ambiental minimizaria as armadilhas do chamado Greenwashing, consistente em um falso apelo ambiental. A pesquisa, do tipo qualitativo e de método dedutivo, se deu por meio dos instrumentais técnicos de pesquisa bibliográfica e documental. O meio ambiente ecologicamente equilibrado é um direito fundamental garantido constitucionalmente à presente e às futuras gerações, cabendo à coletividade e ao Poder Público o dever de assegurá-lo. A conclusão do estudo é de que os padrões de consumo e desenvolvimento sustentável são a resposta para a questão. Baseados na cidadania e na ética ambiental, os cidadãos devem agir de maneira sustentável e fazer valerem seus direitos, consumindo menos e melhor e comprando de empresas igualmente responsáveis. As empresas e os governos, por vez, devem pautar suas ações em verdadeiros valores éticos, sociais e ambientais, modificando toda a sua cadeia produtiva e gerencial em torno da sustentabilidade. O marketing produzido por eles também deve enquadrar-se nesse novo cenário, de modo a adotar estratégias de Marketing Verde para a promoção da conscientização e banir de vez as fraudulentas armadilhas do Greenwashing, que constituem um entrave à efetivação da sustentabilidade. A cultura é o aspecto responsável por moldar os cidadãos, todavia a insustentabilidade já faz parte da nossa cultura. Desse modo, mudanças significativas só irão ocorrer se houver uma revolução cultural. Nesse sentido, a Educação Ambiental é uma importante ferramenta para conscientizar os consumidores de seu papel e efetivar a cidadania ambiental. A cadeia da sustentabilidade será formada por vários consumidores sustentáveis que influenciarão os demais membros da sociedade com quem se relacionam. As empresas e os governos, comandados por pessoas, também se tornarão sustentáveis, de tal modo que não haverá mais espaço para armadilhas do Greenwashing, e, em decorrência, o meio ambiente natural, artificial, cultural, do trabalho e genético será preservado, proporcionando a todos os seres vivos uma melhor qualidade de vida.
The consequences of the socio-environmental crisis affect the world as a whole. The contemporary reality is surrounded by significant climate changes, natural disasters and environmental catastrophes, accompanied by serious social problems, which have led to an increase in awareness regarding the environment’s preservation. The roots of the problem are based in the economic growth model and the unsustainable patterns of production and consumption that both marketing and technology search have boosted. The crisis that plagues us is eminently anthropogenic and ethical, therefore, those responsible for causing it must also find a way to overcome it so that the quality of life in all its forms is made possible. In this regard, the present monograph aims to analyze this crisis and its unfoldings, including legal ones, as well as the assumptions that build a more mature environmental citizenship and verify what contributions consumers can make in face of the catastrophic occurrences in Brazil and, also, verify whether the strengthening of environmental citizenship would minimize the traps of the so-called Greenwashing, a false environmental appeal. The research, qualitative type and deductive method, was conducted through the technical instruments of bibliographic and documentary research. An ecologically balanced environment is a fundamental constitutional right that is granted to present and future generations, being up to the community and Public Authorities to ensure it. The conclusion of the study is that the consumption patterns and sustainable development are both answers to the question. Based on citizenship and environmental ethics, citizens must act sustainably and assert their rights, consuming less and better and buying from equally responsible companies. In turn, companies and governments must base their actions on valid ethical social and environmental values, modifying their entire production and management chain around sustainability. In order to adopt green marketing strategies, promoting awareness and banishing once and for all the fraudulent traps of Greenwashing, which constitute an obstacle to sustainability’s achievement, the marketing they produce must also fit into this new scenario. The responsible aspect for shaping citizens is culture, however, unsustainability is already part of ours, thus, significant changes will only occur if there is a cultural revolution. In this regard, Environmental Education is an important tool for making consumers aware of their role and a way to carry out environmental citizenship. The sustainability chain will be formed by sustainable consumers who will influence the other members of society with whom they relate. Business and governments, led by people, will also become sustainable, leaving no room for the pitfalls of Greenwashing and, as a result, the natural, artificial, cultural, labor and genetic environment will be preserved, providing for all living beings a better quality of life.
The consequences of the socio-environmental crisis affect the world as a whole. The contemporary reality is surrounded by significant climate changes, natural disasters and environmental catastrophes, accompanied by serious social problems, which have led to an increase in awareness regarding the environment’s preservation. The roots of the problem are based in the economic growth model and the unsustainable patterns of production and consumption that both marketing and technology search have boosted. The crisis that plagues us is eminently anthropogenic and ethical, therefore, those responsible for causing it must also find a way to overcome it so that the quality of life in all its forms is made possible. In this regard, the present monograph aims to analyze this crisis and its unfoldings, including legal ones, as well as the assumptions that build a more mature environmental citizenship and verify what contributions consumers can make in face of the catastrophic occurrences in Brazil and, also, verify whether the strengthening of environmental citizenship would minimize the traps of the so-called Greenwashing, a false environmental appeal. The research, qualitative type and deductive method, was conducted through the technical instruments of bibliographic and documentary research. An ecologically balanced environment is a fundamental constitutional right that is granted to present and future generations, being up to the community and Public Authorities to ensure it. The conclusion of the study is that the consumption patterns and sustainable development are both answers to the question. Based on citizenship and environmental ethics, citizens must act sustainably and assert their rights, consuming less and better and buying from equally responsible companies. In turn, companies and governments must base their actions on valid ethical social and environmental values, modifying their entire production and management chain around sustainability. In order to adopt green marketing strategies, promoting awareness and banishing once and for all the fraudulent traps of Greenwashing, which constitute an obstacle to sustainability’s achievement, the marketing they produce must also fit into this new scenario. The responsible aspect for shaping citizens is culture, however, unsustainability is already part of ours, thus, significant changes will only occur if there is a cultural revolution. In this regard, Environmental Education is an important tool for making consumers aware of their role and a way to carry out environmental citizenship. The sustainability chain will be formed by sustainable consumers who will influence the other members of society with whom they relate. Business and governments, led by people, will also become sustainable, leaving no room for the pitfalls of Greenwashing and, as a result, the natural, artificial, cultural, labor and genetic environment will be preserved, providing for all living beings a better quality of life.
Descrição
Palavras-chave
Crise socioambiental; Educação ambiental; Consumo sustentável; Desenvolvimento sustentável; Greenwashing; Meio ambiente equilibrado; Balanced environment; Environmental education; Socio- environmental crisis; Sustainable consumption; Sustainable development
Citação
FREESE, Gabriela Müller. O consumo como um pensar social: consumidores enquanto agentes condutores de sustentabilidade. 2021. Monografia (Graduação em Direito) – Universidade do Vale do Taquari - Univates, Lajeado, 21 jun. 2021. Disponível em: http://hdl.handle.net/10737/3252.