Resumo Ingles
Consumer involvement in the Circular Economy (CE) is fundamental to the transition toward
sustainable production and consumption models. Although circular strategies, such as the 9R
framework, are widely discussed, many place industries as the primary responsible actor
while underestimating the role of the individual. Under this premise, this thesis identifies
household waste separation behavior as a sine qua non condition for circularity, given that,
although its implementation alone does not guarantee loop closure, its absence renders it
unfeasible. Grounded in the COM-B model (Capability, Opportunity, Motivation,
Behaviour) proposed by Michie et al. (2011), this research investigated household waste
separation from the perspective of the consumer as a driving agent of the CE, segmenting the
results according to sociodemographic profiles. The methodology adopted a cross-sectional
quantitative approach, using structured questionnaires administered through Survey Monkey
and applied to a representative sample of the Brazilian population (N = 1002). In the
development of the waste separation scale, initially tested with 197 participants, satisfactory
psychometric properties were observed, although instability in one of the factors required
confirmatory analyses to validate the structure. After validation of the instrument, which
integrated COM-B domains with items from validated scales, data analysis enabled an
understanding of how variables such as sex, age, education level, and geographic location
influence waste separation practices. The results demonstrate that waste separation in Brazil
does not arise merely from the availability of infrastructure or normative impositions,
understood as opportunities within the adopted model, but rather constitutes a
psychologically mediated, structurally conditioned, and socially unequal phenomenon.
Motivation emerged as the critical link between capability and action, with its strength
conditioned by socioeconomic context and behavioral profile. As implications, the findings
indicate the need to refine the original framework into a segmented model, empirically
demonstrating that the assumption of a homogeneous consumer is limiting and inefficient.
The findings open new avenues by repositioning the individual from a mere linear spectator
to an active co-producer whose household waste separation behavior determines the financial
viability and quality of recycling chains and other circular strategies, thereby bridging the
existing gap between intention and action. Finally, it is possible to implement strategies
tailored to different consumer groups. For the structurally disengaged, simplified and
persuasive educational campaigns should be implemented alongside systems of incentives
and coercion, emphasizing collective gains in order to activate motivation and break inertia.
Regarding the functionally engaged, policies should focus on environmental restructuring
and restriction, providing greater convenience (such as standardized disposal points and rules
preventing waste mixing), while reducing the cognitive and physical effort required to
maintain the habit. For those vulnerable to context, the application of training programs,
demonstrative campaigns, and community-based microtraining initiatives is recommended,
using simple visual resources to reduce ambiguity and increase individual self-efficacy.
Finally, for the resiliently engaged group, the State should prioritize capacity-building and
accessibility through universal design (waste bins with adapted heights and openings) and
the implementation of assisted collection services, thereby removing barriers for those who
are motivated but experience physical limitations.
