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This study investigated the meanings attached to leisure by low-income young consumers. In order to achieve this research objective, the study was conducted in a low-income community in the city of Rio de Janeiro. We used semi-structured interviews with community leaders and observation to acquire a preliminary knowledge of the field. We then interviewed 80 young people with ages varying from 15 to 25 years old. The data were treated qualitatively and quantitatively, using cluster analysis. The results showed, as expected, that these consumers have limited resources for leisure activities, due to lack of money, time or both. However, although the subjects recognise leisure as an important part of their lives, they attribute different meanings to it. Also, their understanding of free time and leisure varies somewhat. The findings provide evidence that these consumers' view of leisure, to some extent, resembles a pre-industrial understanding of leisure, associated with time for rest and time with family and friends. The results also permitted the identification of four different clusters, based on the meanings attributed to leisure and free time, individual aspirations and demographic characteristics. [ABSTRACT FROM AUTHOR]

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