Abstract Paper aims To analyze the consumers intention to buy in commerce and services in the neighborhood, using the Theory of Planned Behavior (TPB) as a theoretical basis, analyzing the Attitude, the Subjective Norm, the Perceived Behavioral Control, and expanding the TPB through the influence on the Attitude of the Moral Attitude, Empathic Concern and the Impact of Covid-19. Originality There are no studies on consumer buying behavior in commerce and neighborhood services in emerging countries, nor with this combination in the conceptual structure - TBP, Empathic Concern, Moral Attitude and the Impact of Covid-19. Research method Data were collected from respondents, and analysis was performed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). Main findings The results indicate that the consumer's attitude towards buying in the neighborhood's commerce and services was positively and significantly influenced by the Moral Attitude and Impact of Covid-19 but not by Empathic Concern. Attitude, Subjective Norm, and Perceived Behavioral Control positively and significantly influence the intention to buy in neighborhood commerce and services. Implications for theory and practice As a theoretical implication, the conceptual model extends the TBP, adding the dimensions of Empathic Concern, Moral Attitude, and the Impact of Covid-19 on Attitude. In practice, the study can help store managers, retailers, and marketing professionals in the sector incorporate specific actions to reach potential consumers and improve their results. (TPB basis Norm Covid19. Covid19 Covid 19. 19 countries TBP respondents PLSSEM. PLSSEM PLS SEM . (PLS-SEM) s neighborhoods Covid-1 implication managers retailers Covid1 1 (PLS-SEM Covid-

Resumo Em função da necessidade de inovação e criação de valor para as organizações, o ensino do empreendedorismo tem se tornado presente nas instituições de ensino contemporâneas. Nesse contexto, desenvolver instrumentos que proporcionem um ambiente favorável ao aprendizado voltado ao assunto torna-se necessário. O Plano de Negócios é um instrumento que pode ser utilizado no ensino de empreendedorismo, contribuindo para o desenvolvimento do perfil empreendedor em professores e alunos de diversas áreas. O objetivo deste artigo é analisar o Plano de Negócios Circular como metodologia ativa para ensino do empreendedorismo durante a Oficina Construindo um Plano de Negócios. Por meio de uma pesquisa aplicada, utilizando o método qualitativo com objetivo exploratório durante estudo de campo, as análises demonstraram a versão do Plano de Negócios Circular apresentada neste trabalho. Foram analisadas 10 Oficinas Construindo um Plano de Negócios na mesma instituição de ensino, com 160 participantes desenvolvendo 48 ideias de negócios elaboradas por grupos com 3 pessoas, em média. As autoavaliações de aprendizagem respondidas pelos participantes, bem como a avaliação das respostas dos alunos sobre o Plano de Negócios Circular construído durante as oficinas, pelos professores, demonstram que a metodologia ativa contribui para o desenvolvimento do perfil empreendedor, a partir de competências, diferentes conhecimentos, habilidades, atitudes e valores. Futuras pesquisas possibilitarão o aprimoramento dessa metodologia ativa e melhorias no ensino do empreendedorismo, bem como contribuirão para o desenvolvimento do perfil empreendedor.

Abstract Due to the necessity for innovation and value creation for organizations, entrepreneurship education has become part of contemporary educational institutions. It is necessary to develop tools that provide a favorable learning environment. The Business Plan is an useful tool in teaching entrepreneurship, contributing to the development of entrepreneurial teachers and students from different areas. This paper aims to analyze the Circular Business Plan as an active methodology for teaching entrepreneurship during the workshop Building a Business Plan. The version of Circular Business Plan presented in this work was demonstrated through applied research, using qualitative method with exploratory goal during field of study. We analyzed 10 workshops Building a Business Plan in the same educational institution, with 160 participants develop 48 business ideas developed by groups with 3 people on average. Learning self-assessment answered by the participants, as well as the evaluation of teachers on student responses at Circular Business Plan built during the workshops Building a Business Plan, demonstrated that the active methodology contributes to the entrepreneurial development, from skills, different knowledge, attitudes and values. Future research will improve this active methodology and the teaching of entrepreneurship, as well as contribute to the development of the entrepreneurial profile.