Sustainable Brazil: Perceptions and practices of the new Brazilian middle class on sustainability and conscious consumption
Mario MattosGfK CR, Brazil
INTRODUCTION
The debate on building a sustainable society is undoubtedly one of the major themes that emerged at the turn of the century. It left the environmentalist ghetto to reach government and media spotlight, overcoming corporate world resistance and gradually getting into consumer life. There is more and more a wish to reach a less linear economy (production, consumption, disposal), to have it more cyclical (production, consumption, disposal, reuse) and a more sustainable society.
Definitively, a big boost to...