Can collaboration between firms and stakeholders stimulate sustainable consumption? Discussing roles in the Brazilian electricity sector

In the context of sustainable development, sustainable consumption arises from the interaction and complementarity of different social actors (stakeholders). This paper aims to identify the roles of different stakeholders who work towards introducing sustainable consumption in the electricity sector, taking into account its specific features. A qualitative approach is utilized for data collection, documentary research, questionnaires and interviews. The main results regarding social interactions demonstrate that the responsible actions taken by Companhia Elétrica de Pernambuco (CELPE) have promoted the development of sustainable consumption in the electricity sector. Thus, assuming a focus on CELPE's role, we discuss how the interactions took place between the large number of stakeholders interested in sustainable development. The research made clear that it is possible to stimulate sustainable consumption in the electricity sector and to bring stakeholders together to take effective action, not only in energy conservation, but on changing consumption patterns. Practical observation of the issues discussed demonstrates the originality and relevance that contributes to the discussion of sustainable consumption.