Proposal of a roadmap for culture change towards a circular economy: application in a product-as-a-service business model

Abstract

To my parents, Gilda and José, for encouraging my formal education, believing in its power, and believing in me; for giving me the opportunities that they never had. Thank you for being examples of love, dedication, persistence and resilience. Thank you for teaching me how to be human, believe in the good, and in my capacity to achieve all my dreams. Thank you for being my safest place in the world, for supporting me in every decision and believing in this dream.To my sister, Elaine, for always being example of work and determination, and for always being by my side no matter the distance. To my sister, Paula, for teaching me how to deal with strong personalities.To my 'old ladies', Ana Laura, Júlia and Carol. Thank you for all the moments together, for all the coffees, and for being part of my life for everything that matters.To the brothers that I never had, Lucas Calache, Lucas Zanon, and Rafa. Thank you for always being by my side, for all the laughs, parties, conversations, shared moments. Especially, thanks to Calache for being with me and giving me support since my very first day at USP. To all the friends that shared with me the graduation journey and a lot of good moments outside of the university. All of you will be always with me. Thank you for sharing with me the challenges of the graduate course, for making my days better with laughs, conversations, food, and coffees.To the friends who, even without being part of my academic world, were always by my side giving me strength and love. Thank you, Camila, Tayla, and Robert.To the employees of the São Carlos School of Engineering, who collaborate daily to the research in our country. In particular, thanks to Jessyca, whom I could reach out to countless times.To Professor Frank Piller, who welcomed me with open arms at the RWTH Aachen, made me part of the TIM team, and spared no effort to make me a better researcher.To Professor Aldo Ometto, who welcomed me at USP in 2016 and has been by my side guiding me as researcher until now. It was an honour to be mentored and learn so much from you all those years.To Professor Mateus Gerolamo, who embarked with me on the PhD journey. Thank you for all the opportunities, knowledge shared, and friendship. I have no words to thank you for all the support and opportunities you presented me. More than a supervisor, you are a friend for me.To the companies and professionals that allowed the data collection of this research. This study was financed by the São Paulo Research Foundation (FAPESP), grant number 2018/24830-6, and by the Coordenação de Aperfeiçoamento de Pessoal de Nível Superior -Brasil (CAPES) -grant Finance Code 001."Courage doesn't always roar. Sometimes courage is the quiet voice at the end of the day saying 'I will try again tomorrow'".