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O eixo em torno do qual gira esta pesquisa, e um argumento que pode contrariar o senso comum e mesmo parte do senso cientifico. A pesquisa, desenvolvido a partir de conceitos marxistas, parte do designio de que a producao, impulsionada pelo modo de producao capitalista, e nao o consumo, e a responsavel pela devastacao ambiental. Nesse diapasao, acreditamos que nao se deve responsabilizar apenas o consumidor pelos problemas ambientais hodiernos, haja vista que empresarios capitalistas se abrigam sob um veu eco-ideologico, lastreado no modo de producao capitalista. Ademais, o consumidor, como elo de uma cadeia inflexivel de producao e reproducao, apenas cumpre seu papel e realiza o ato do consumo. Nesse desiderato, a producao cria as mercadorias que se tornarao necessidades para os consumidores, devidamente agraciadas com o seu proprio fetiche. Ainda, visando a divulgacao e/ou impulsionamento das vendas das mercadorias produzidas, os empresarios contratam os mais criativos publicitarios, e por meio daquele sagrado equipamento de comunicacao, a televisao, as propagandas televisivas, mesclam cultura e ideologia, e tornam o consumo um ato cultuado na sociedade capitalista. Abstract The axis around which turns this research, is an argument that might contradict common sense and even part of the scientific sense. The research, developed from Marxist concepts of the design of the production, driven by the capitalist mode of production, not consumption, is responsible for environmental devastation. In this vein, we believe that we should not just blame the consumer by modern environmental problems, given that capitalist entrepreneurs take shelter under an eco-ideological veil, backed the capitalist mode of production. Moreover, the consumer, as a link in an inflexible chain of production and reproduction, only fulfills its role and performs the act of consumption. In this goal, the production creates goods that will become needs for consumers, duly honored with his own fetish. Still, in order to disclose and / or boosting sales of goods produced, entrepreneurs hire the best advertising creative, and through that sacred communication equipment, television, television advertisements, mix culture and ideology, and make the consumer an act worshiped in capitalist society.

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Reflexões sobre consumo consciente à luz do binômio cultura e ideologia / Reflections on conscious consumption in the light of the binomial culture and ideology