The Production and Dissemination of Conscious Consumption Discourse in Brazil

Denise Barros, EBAPE/FGV-RJ, Brazil
Alessandra Costa, EBAPE/FGV-RJ, Brazil
Eduardo Ayrosa, EBAPE/FGV-RJ, Brazil
João Felipe Sauerbronn, ECSA - Unigranrio, Brazil
This study aims to discuss, with a critical approach, the process of social construction of conscious consumption in Brazil. We analyzed the discourse of an organization sponsored by major Brazilian and global companies called “Akatu Institute for Conscious Consumption” and how it became a standard for conscious consumer acting. This work discusses whether such discourse actually represents a legitimate society claim, or if it simply serves to the interest of the large organizations. Discourse analysis of Akatu’s website shows that the conscious consumption discourse in Brazil can embed a shift of responsibility from the producer to the individual consumer.
[ to cite ]:
Denise Barros, Alessandra Costa, Eduardo Ayrosa, and João Felipe Sauerbronn (2010) ,"The Production and Dissemination of Conscious Consumption Discourse in Brazil", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 757-758 .