Una mirada a la brecha entre actitud y comportamiento del consumidor en la economía circular
DOI:
https://doi.org/10.22267/rtend.222301.194Palabras clave:
consumo; contaminación; desperdicio; economía; medio ambienteResumen
Los impactos ambientales generados por el modelo de economía lineal ponen de manifiesto la necesidad de transcender hacia la circularidad. Sin embargo, más allá de la transformación del sector productivo que implica la economía circular, se hace necesario un cambio en la conducta del consumidor. Pues en última instancia, si el consumidor se reúsa a adoptar una conducta sostenible, cualquier iniciativa de economía circular puede concluir en un absoluto fracaso. Abordar este aspecto resulta crucial, si concebimos la brecha entre actitud y comportamiento del consumidor, como fenómeno que describe la incoherencia entre una actitud favorable ambientalmente y un comportamiento no sostenible. Por tanto, este trabajo busca identificar las principales variables que intervienen en dicha brecha, dentro del marco de la economía circular, empleando una metodología de revisión de literatura. Los resultados indican que alrededor de la brecha confluyen factores diversos. Desde la parte individual intervienen la actitud, las normas subjetivas, el control conductual percibido y la conciencia. Desde la óptica situacional, confluyen el precio, el costo, el conocimiento y la información. Y, desde lo contextual están los factores sociodemográficos, la cultura y los incentivos. La identificación de estos factores constituye un indicio para minimizar la brecha y facilitar la circularidad.
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