Environmental Concerns and Conscious Consum: Mine, yours and our Interests

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.