Consumo da sustentabilidade: a mercantilização da crise ambiental e a apropriação do discurso ecológico

• Ano de defesa: 2014
• Autor(a) principal: Campani, Michele Mucio [UNESP]
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual Paulista (Unesp)
• Palavras-chave em Português: Environmental economics; Economia ambiental; Proteção ambiental; Sociedade de consumo; Educação ambiental; Sustentabilidade; Marketing; Ambientalismo
• Link de acesso: http://hdl.handle.net/11449/123762; http://www.athena.biblioteca.unesp.br/exlibris/bd/cathedra/02-06-2015/000830968.pdf

The debate on environmental conservation has been gaining importance in the global situation, expressed as a backdrop for discussions on the growth and development limits. In order to meet these aspirations, it was established by the business changes in its relationship with the consumer, through the creation of an ecological image linked to the goods produced. Through the use of advertisements and massive publicity to highlight this 'green' labeling, producers have been inserting their concepts and products in the daily life of the consumer, who, in turn, became the target of a oriented consumption. There is, however, incompatibility between the actions directed to an environmentally friendly and an economically oriented production. Through a critical perspective, we seek to comprehend the relevance about sustainable development, starting from the idea's construction of nature as a general good, and subsequently exposing situations where environmental problems are used in the sustainable speech as a way of hiding the real contradictions formed by the natural resource's appropriation, based on our needs, without consideration for the next generations. Said that, this search will evidence the transformations caused when new values are introduced to guarantee the maintenance of production and consumption means