Como consumidores de baixa renda estabelecem uma relação entre o autocontrole, a consciência de preço e o consumo sustentável?

Goal: This work aimed to understand how down-market consumers relate their self-control spending and price awareness with sustainable consumption in their buying decision moments. Methodology: With a qualitative-interpretive nature research approach, this study adopted a deep interview as a technique of data collection, which corpus was composed by 18 respondents, and data analyzed by functional discourse method. Result: the research results pointed out that there are three relationship made up by consumers: they understand that there is a contribution for sustainability because they reduce the waste and the raw material extraction and, because of this, they believe they are awakening a desire to adopt positive environmental actions. Contributions: By leaning out on a perspective of daily consumption practices explained from down-market consumer point of view, we can contribute to consumption field of research uncovering a singular cultural behavior; we also contribute to the consumption field of research uncovering the down-markets consumer practices linked with sustainable principles, showing the potential of this target that has been recurrent neglected by sustainable consumption studies. [ABSTRACT FROM AUTHOR]