Foi assim que aprendi: a importância da educação para o consumo

Abstract

This actual study aims to substantiate the importance of the education for consumption, and seeks to identify the causes that contribute to the formation of an individuals' consumption profile. This work aims to be used in achieving literacy and results, because the way in which the regular consumer is seen, comprehended as a conscious, knowledgeable and accountable being, must be present on daily life. For an improved comprehension of the information exposed, the theorical frame of reference was divided into the following topics: "Transformative Consumer's Research (TCR)", "Consumption Polices", and in conclusion, "Education for the Consumer". The data judged necessary to the analysis' formulation was gathered through 15 semi-structured interviews with the application of the Oral History. As the results' analysis, the used method was the Analysis of Content. Subsequently, the analysis was made with the Atlas TI 7.0 tool's support, allowing an easier identification of similar behaviors among the people interviewed. The collected data's analysis has made possible to create a conceptual web of an individual's consumption profile and the incidence of the education for consumption. With the intention of better analyzing the interviewed people's comportment, it was then observed which the references were influencing their consumption habits, as well as if whether or not projects, organizations, groups, blogs, that are responsible for helping consumers not to unknowingly consume, were know to them. With the results of the interviews was possible to list factors that contribute to formation of knowledge of how to consume the individual, so it is possible the formation of the consumer profile.