EMPIRICAL EXPLORATION OF SOCIAL INNOVATION AIMED AT SUSTAINABLE CONSUMPTION IN A STARTUP FROM FORTALEZA-CE

Abstract

The startup “A Muda Meu Mundo,” located in northeastern Brazil, seeks to promote fair trade and sustainable practices aimed at reducing rural poverty and land inequality. Based on this context, the study aimed to highlight its operations as an expression of social innovation focused on sustainable consumption. The research investigates how factors related to the project's origin, business model, and expansion strategies influence the adoption of social practices aligned with sustainable consumption. The methodology adopted consists of an empirical investigation based on a single case study, using a semi-structured questionnaire and content analysis to identify key elements of the concept of social innovation. The study identified factors related to the project's initial phase, including its business model and expansion plans led by Interviewee 1 (E1). It also explored social impact and implementation possibilities from the perspective of Interviewee 2 (E2), a journalist from the International ESG Certification Institute. The findings present contributions of Social Innovation to Sustainable Consumption by expanding knowledge, connecting theories, applying methodologies, emphasizing the social role of fair trade, and influencing public policies aimed at rural development, food security, and socio-environmental equity. Scientifically, they broaden understanding of sustainable business models; socially, they strengthen entrepreneurial initiatives and local networks; and in practice, they offer strategic elements for responsible consumption with social impact.