Resumo

The linear logic model of production and consumption has impacted and damaged natural resources, opening space for analysis, reflection and use of a more sustainable production model. In this context, the Circular Economy (CS) can be seen as a transformation pattern of the production process, where the efficiency of the use of resources and the balance of the economy, the environment and society is sought, with attention to the actors involved in projects and innovations (Ostermann; Nascimento, 2021; Farias; Pinto; Araújo; Menezes & Andrade, 2021; Hennemann, & Sehnem, 2022).

The objective of this research is to analyze the consumption behavior of masters and doctoral students in relation to the products of the circular economy, and how this behavior can contribute to the reach of the SDG12 of Agenda 2030, as well as the occurrence of significant difference in the opinion of the researched, by gender. Thus, this study seeks to respond to the following research problem: What is the awareness of masters and doctoral students regarding the consumption of green fashion products, and how can this behavior influence the scope of SDG12?

The Circular Economy (CS) appears as an economic model for the reuse of materials and waste, seeking to integrate sustainability principles into economic activities. This production model values regeneration and restoration, improving and preserving natural capital (Navarro; Ferreira; Sugahara & Conti, 2021). CS is the result of a process in which the waste produced is converted into raw material and put back into the production system. Thus, waste and materials, instead of being discarded, are reused more frequently, potentiating natural resources.

This is a descriptive and quantitative research, where results can be quantified, based on mathematics to describe phenomena and their causes. The data collection instrument was seeking to identify the interviewees' perception of the intention to buy green in the fashion industry. The sample was probabilistic for convenience, allowing the participation of any and all members of the selected population. Thus, this research was comprised of Masters and Doctoral students of Community Development, Management and Education.

It was possible to identify that the lack of knowledge of society and students about the subject and price of green products is the main challenge the CE faces. In addition, the reduction of pollution and waste was pointed out by the participants as one of the main influencers in the green products consumption. Thus, it was verified that this thought contributes to the reach of SDG12 and that there is no significant difference in the responses of the interviewees by gender.

Through the study, it was possible to identify that most interviewees are defined as aware of some benefits of circular economy and green products. However, although most have demonstrated that they take into account the benefits and importance of the CE and green products, it is clear that a considerable percentage does not know or does not apply the principles in their day-to-day lives, which still shows the lack of commitment of the society toward sustainability. It is also understood that this information does not differ according to the respondents’ gender.

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