CONSUMER RELATIONS IN POST-MODERNITY: COLLABORATIVE CONSUMPTION AS A SUSTAINABILITY INSTRUMENT/RELACOES DE CONSUMO NA POS-MODERNIDADE: O CONSUMO COLABORATIVO COMO INSTRUMENTO DE SUSTENTABILIDADE

This article aims to analyze the context of consumer relations in postmodernity, and its implications for sustainability. In this attempt, it was based on the anomaly verified in the origin of the contract and its correlation in the relations of consumption in the postmodern era, in which the individualism and egocentrism of the relations were glimpsed, in the search for instant satisfaction, through an approach on the function social and solidarity, in the bias of the construction of a fair, free and egalitarian society. Following, the fundamentals of ecodevelopment, sustainability and the collaborative consumption tool and its implications in society, the environment and the economy were discussed. In conclusion, it was verified that the contract in the relations of consumption is aimed at the achievement of individualistic interests, but also for the maintenance of the pillars of sustainability, that is also possible through collaborative consumption. The research method adopted in the present study was the bibliographical, added to the deductive method in the approach.Keywords: Consumer relations. Postmodernity. Collaborative consumption. Sustainability.O presente artigo visa analisar o contexto das relacoes de consumo na pos-modernidade, bem como suas implicacoes na sustentabilidade. Nesse intento, partiu-se da anomalia verificada na origem do contrato e sua correlacao nas relacoes de consumo na era pos-moderna, em que se vislumbrou o individualismo e egocentrismo das relacoes, na busca da satisfacao instantanea, passando por uma abordagem sobre a funcao social e solidaria, no vies da construcao de uma sociedade justa, livre e igualitaria. Na sequencia, abordou-se a fundamentacao do eco desenvolvimento, da sustentabilidade e da ferramenta do consumo colaborativo e suas implicacoes na sociedade, no meio ambiente e economia. Em conclusao, verificou-se que o contrato nas relacoes de consumo destina-se, a par do atingimento de interesses individuais, a manutencao dos pilares da sustentabilidade, o que se torna possivel tambem pela via do consumo colaborativo. O metodo de investigacao adotado no presente estudo foi a pesquisa bibliografica, somado ao metodo dedutivo na abordagem.Palavras-chave: Relacoes de consumo. Pos-Modernidade. Consumo colaborativo. Sustentabilidade.