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Over recent years, evidence of environmental, socia l and economic crises indicate the need for paradigm shift developmental force. In this context and in view of the continuity of human survival, ideologies must be replaced and consumption patterns changed. To this end, the roles of stakeholders in relation innovation-productionconsumption should be reviewed, and primary actors such as government, society and companies should assume their roles in the transformation of the paradigm. In pursuit of sustainable development, this paper focuses its attention on the company and objectives to understand how business innovation provides support for sustainable consumption. In th is study the resources and organizational processes such as strategy, technology, research and development (R & D), logistics, personnel management and analysis of the life cycle of the product, are taken as operational tools of innovation to achieve

Inovando para o consumo sustentável: O desafio na construção de um novo paradigma organizacional