Sustainable consumption in Brazil: Identification of preliminary requirements to guide product development and the definition of public policies

Abstract

Sustainable product development is closely related to sustainable consumption. The understanding of consumers' purchase, use and discard behaviours may facilitate the identification of requirements to guide manufacturers in the development of sustainable goods and services. The aim of this paper is to investigate consumers' perception about factors that motivate or discourage the consumption of sustainable products to identify demands and convert them into requirements. South Brazilian green and traditional consumers were asked to complete an exploratory qualitative questionnaire. Their answers were organized and compared to identify differences and similarities between the demands of these two groups. Furthermore, demands were converted into requirements for packages, products, manufactures, stores planning and discard systems. The interpretation of factors that motivate or discourage the purchase of sustainable products given by interviewees led to the creation of a list of possible public policies or programmes, aiming to support sustainable consumption. The results demonstrate the necessity of further quantitative investigation between consumer groups, for validation purposes.

Determining the principal references of the social life cycle assessment of products

“…Sustainability is a concept that must be addressed at the political level as well as at the business level because companies have included Responsible editor: Marzia Traverso * Rosana Adami Mattioda mattioda@brturbo.com.br sustainability in their mission, compelled by the increasing demand for sustainable products due to the demands of increasingly conscious consumers (Zamagni et al 2013). In this context, sustainable products can be solutions to meet the social needs and demands, while minimizing negative impacts and maximizing the positive environmental, economic, social, and ethical impacts throughout the life cycle of the product (Marx et al 2010). It is essential to combine widely used initiatives (e.g., life cycle assessment, eco-design, cleaner production, and corporate social responsibility) to support companies in their sustainability efforts and to emphasize the importance of effective communication (Hallstedt et al 2013).…”

Procedure for identifying factors and interfaces that are critical in a sustainable product

“…Studies have shown that product sustainability may be ultimately compromised when stakeholders fail to commit to sustainability goals from the time raw materials are extracted up to the point a product is finally disposed of or revalued. For instance, regarding end-consumers, Marx et al (2010) and Park et Ha (2012) say that it is necessary to learn how they behave so factors that encourage them to act sustainably or discourage them from doing so can be identified. Almeida et al (2009) highlight that, the consumers' awareness notwithstanding, more often than not they are merely interested in product prices and operating quality.…”

“…Then, after the purchase, there are the phases of using and discarding what had been bought. Marx et al (2010) conducted a study among a group of eco-oriented consumers in the city of Porto Alegre, Rio Grande do Sul, and enumerated factors that encouraged and discouraged them to/from acting sustainably in the purchase, use, and disposal of hygiene and cleaning products (HCP). Some factors included: lack of information on proper product disposal, lack of knowledge about ecology, sustainable product quality (price, outward aspect, availability, variety, efficiency), stores (product display, advertising, store location, store availability), issues related to trash collection systems, and others.…”

“…The factors identified by Marx et al (2010) were converted into requirements, and the stakeholders involved were identified regarding each requirement. Hence, the procedure to identify factors and convert them into requirements revealed that the actions by other stakeholders involved in a product's lifecycle, such as manufacturers, retailers, city agencies in charge of urban cleaning, agencies responsible for campaigns to educate the population, and others, interface with the end-consumers' actions and were seen as critical for sustainability by these consumers.…”

“…By analyzing the factors that encourage and discourage end-consumers in the study by Marx et al (2010), the elements of the system in which the product analyzed is inserted are found. Some of this system's links or stakeholders show up clearly as manufacturers and retailers.…”