Sharing representations in the relations between business proposals, consumption visions, and government policies

ABSTRACT Purpose: This theoretical essay aims to explore sustainable consumption, emphasizing the sharing of representations with business proposals and government policies. Originality/value: Through consumption, gains in quality of life and forms of social insertion are created by social businesses. Studies on social representations can indicate the sharing of views between different social actors, such as companies, governments and consumers. The text continues with a discussion on the theory of social representations and the dynamics of sustainable consumption. Social representations guide the views, actions, and attitudes of individuals, including when it comes to insertion in the dynamics of consumption. Subsequently, business proposals for the base of the pyramid are highlighted, discussing different possible scenarios for their relationships with consumers and government policies. Design/methodology/approach: The theoretical essay is characterized by the development of theory as a conceptual production, in which logic takes the place of data for evaluation and elaboration of propositions. Findings: A greater or lesser sharing of representations allows for the design of different possible scenarios for the relationships between consumers with a moralistic or hedonistic vision, social or traditional business proposals, and governments with policies for sustainable or spurious development. Finally, propositions about the existence of gaps between the representations of the needs of consumers oriented towards sustainable development, value propositions of social businesses, and government instruments in emerging markets are mentioned.

摘要 研究目的：本理论性论文旨在探讨可持续消费议题，重点强调其与商业提案及政府政策之间的表征（social representations）共享性。
原创性/价值：社会企业通过消费活动，创造出生活质量提升与社会融入的实现路径。针对社会表征的相关研究，能够揭示企业、政府与消费者等不同社会主体间的观点共享状况。本文后续将围绕社会表征理论与可持续消费的运行机制展开论述。社会表征主导个体的认知、行为与态度，包括其融入消费运行体系的相关场景。随后，本文将重点探讨金字塔底层（Base of the Pyramid）的商业提案，分析其与消费者、政府政策之间的多元互动场景。
设计/研究方法：本理论性论文以概念产出为核心开展理论构建，以逻辑推演替代数据，用于评估并构建研究命题。
研究发现：表征共享程度的高低，可催生不同的互动场景，涵盖秉持道德主义或享乐主义理念的消费者、采用社会型或传统型商业模式的提案主体，以及推行可持续发展或虚假发展政策的政府之间的互动关系。最后，本文提出相关命题，探讨新兴市场中，面向可持续发展的消费者需求表征、社会企业的价值主张，与政府工具三者间存在的差距。