Abstract:

This study resulted from the need to deepen knowledge on reflections and perceptions regarding the consequences of consumption action. Although this action has been thoroughly studied using marketing research techniques, not as much is known concerning the relationships maintained with a higher symbolic system involving opinions, attitudes, and values, therefore providing a vision of the world that is in context and makes sense. Because of this concern, Indicator GfK and Akatu Institute looked for ways as a team to develop studies that would lead to a better understanding of the concepts used in public debate about conscious consumption or sustainable consumption.