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Abstract
Respect the limits of the nature is a challenge that emerges in contemporary society. In this sense, this paper aimed to identify the values and interests that dominate the decision process and that characterize the environmental concerns of consumers. The application of 33 in-depth interviews associated with the projective technique allowed identify if the concerns are related to the preservation of the global environment (our interests) and to the welfare of the community (your interests) or to fulfill selfish desires (my interests). The qualitative content analysis guided by Bardin (1977) showed high environmental concern, however it is clear that prevails values linked to individualism, passivity, immediate benefits and a strong selfishness predominates in the behaviors of the respondents.
Highlights
Respetar los límites de la naturaleza es un reto que surge en la sociedad contemporánea
This paper aimed to identify the values and interests that dominate the decision process and that characterize the environmental concerns of consumers
The qualitative content analysis guided by Bardin (1977) showed high environmental concern, it is clear that prevails values linked to individualism, passivity, immediate benefits and a strong selfishness predominates in the behaviors of the respondents
Summary
A industrialização provocou a separação do homem da natureza, enfatizando as relações individualistas de compra e consumo para satisfação de demandas pessoais, e reflete o descaso dos cidadãos em relação ao ambiente que os cerca. Para suprirem suas necessidades e desejos, vêm atingindo os limites do equilíbrio da natureza e acabam sendo ameaçados pelas consequências adversas de seus próprios comportamentos. Considerando tais pressupostos, este artigo buscou identificar os valores que dominam no processo de decisão de compra, consumo e descarte, bem como caracterizar a preocupação ambiental dos consumidores. A abordagem qualitativa das entrevistas procurou analisar se os comportamentos dos consumidores estão relacionados à preocupação ambiental para a preservação do meio ambiente como um todo (nossos interesses), ao bem-estar da coletividade (seus interesses), ou a satisfação de desejos pessoais (meus interesses)
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