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.