“…In the field of Brazilian studies in administration, netnography has been recognized as a methodological resource (ADADE, BARROS and COSTA, 2018;FREITAS and LEÃO, 2012a;NOVELI, 2010) and is applicable in several fields. For example, previous netnographic studies were conducted in Brazil, focusing on aspects such as communities of product brands (FREITAS and LEÃO, 2012b;LEÃO, CAMARGO and CAVALCANTI, 2015;MORAES and ABREU, 2017), group behavior prior to the launch of a product (MACHADO, SOUKUP, GALINDO, et al, 2015), communities of consumption of technological products (BARBOSA and ARRUDA FILHO, 2012;FERREIRA and ARRUDA FILHO, 2015). No studies were identified with CC groups, and only Barbosa and Arruda Filho (2012) focused on new products that integrate the environmental factor in Brazil.…”