Proceedings of the International Association for Business and Society 27:222-231 (2016)
AbstractThis research project proposes to apply Social Identity theory and Porter’s Hypothesis in studying the success of the municipality of Curitiba, Brazil in creating a culture of commitment to sustainability practices among its residents. These theories are reviewed here, along with the social media strategies and innovations developed by Curitiba. We plan to gather survey data from university students and young adult residents in the city about their recycling practices, and their awareness and engagement with the city’s social media campaigns. This study will potentially extend the application of social identity theory in the context of commitment to sustainability. It will also contribute to the debate about whether the constraints of sustainability necessarily impose a cost, or whether they can be exploited as an opportunity.
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