Abstract:
A sustainability-oriented logic is required in order to change the consumerist logic of the society. This is possible by changing the beliefs and values shared among stakeholders regarding their behaviors. The institutional logic of sustainability (ILS) concept emerges in response to this need. In the context of the sharing economy, this research aims to understand the formation of ILS with the implementation of shared bikes in the city of Fortaleza-CE. Therefore, an in-depth case study...
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