RESPONSIBLE CONSUMPTION: ONE STEP BEYOND THE ENVIRONMENTAL ASPECT

Abstract

This paper presents a model of didactic feature and directed primarily to professional education, which takes into account the various aspects that should characterize a consumer is responsible. Beyond to the usual aspect of the Environment, there are others such as Advertising, Health and Safety, and Law and Ethics, and that have been synthesized from the collection launched jointly by the IDEC (Intitute of Consumer Protection) and Inmetro (National Institute of Metrology, Standardization and Industrial Quality). This collection is addressed to teachers and students of the third and fourth cycles of elementary school and was drafted in the context of cross-cutting themes presented by the National Curriculum Parameters (PCNs). Putting on the role of responsible consumers and using of the model, we will analyze a case example, AmBev, the largest brewery in Latin America and "Reference global water management." Through this example, we seek to show that "respect for nature" (in this case the water element) parameter is a necessary but not sufficient to characterize a consumption as responsible and other aspects raised above should be considered.