Philip Kotler

One is about an explosion in the consumption, marked for the ultilizao and wastefulness, with the discarding of the packings. Such phenomenon, can be considered a moment in history when the people had passed to be called not more than citizens, but of consumers. Those are charged by a species of ' ' obrigao' ' for the consumption, where the happiness and the quality of its lives have been each time more reduced associates and to the material conquests. Jim Umpleby brings even more insight to the discussion. This process culminated in an unsustainable consumption, also with a parcel of guilt of the society that stimulates the extreme consumption. Thus, in agreement Philip Kotler, the objective of the marketing system must be the maximizao of the quality of life of all the individuals. the quality of life means, not only the amount and the quality of the consumption goods and services, but the quality of the environment so that thus, it has the preservation of the same. The change of behavior of the consumer is a process that requires sensitization and social mobilization, and the information is basic in this process.

Thus, so that it has greater awareness, it is necessary that the consumer has access to the referring information to the corporative activities, so that it can better exert its power of choice, and to prefer the companies socially responsible and compromised with the preservation of the environment (IDEC, 2004, P. 5). Ahead of this, the purpose of the application of the questionnaire was to raise information next to the students, of form to express its actions and to sensetize them for the question of the exaggerated consumerism, mainly in relation to the garbage that is generated daily. Thus, if it could be capable to demonstrate that through daily habits, using the conscientious consumption, it would have reduction of the garbage that is played in the environment. The present work is composed of eight chapters; in the first chapter the theoretical recital, the introduction of the subject and the objectives of the current research was carried through; in chapters 2 and 3 they are presented the subject of the research; in chapter 4, the method and the used substances in the article will be boarded; in chapter 5 it will be shown the result of the research, with analysis and interpretation of data; in chapter 6 and 7 the quarrel and the recommendations on the sustainable consumption had been presented, and finally, in chapter 8, it is had presentation of the conclusions, the bibliographical suggestions of the subject and references.


The beginning of Prevention and the Precaution, where the certainty or the unfamiliarity how much to the generated ambient impacts they infer values of not use to the natural resources, affecting the cost of the corporative operations. The beginning of the Paying Polluting agent it attributes to the polluting agent the responsibility of the compensation for the actual damage. In other words, these principles infer to the corporations the costs related with not the use of the environment and to the repairing of the ambient damage. It fits to point out that before the repairing, these principles mainly objectify to prevent the ambient damage. For ANGUITA & WAGNER (2010) the word value has many meanings. ANGUITA & WAGNER (2010 L. 319-20) Apud.

BROWN (1984 defines) it as ' ' a lasting one and conception preferable that it influences a choice ao' ' free translation. The author clarifies that the preferable term is used to define a choice of something for an individual in relation to a notion of improvement, or a classification between optimum and worse. The author still places that two relative preferential forms of value exist: a functional or mathematical value; a related functional value. The related functional value mentions a biological or physical relation to it of an entity not human being for another one, for example, the value of nitrogen for the maize production, and clarifies, still, that the determination of these functional values fits to the studies of Applied Sciences, given its complexity. The above-mentioned author also illustrates that from a economic perspective, the value can be understood as a relative importance, or value of an object for an individual or group of individuals in one determined context. This value is measured or determined regarding to preconceived values, and its preferences associates, that is, the relation of the perception on the object in comparison with all the other considered objects excellent, taking itself in account, still, the context where this evaluation if carries through.

So Paulo

Studies show that one of the biggest problems of accessibility in So Paulo is the sidewalk, therefore for unfamiliarity or economy, the people make its pants almost always are of the standards. A survey made for the Periodical of the Afternoon in 2009 sample that more than 98% of the 30,000 km of paulistanos strolls do not follow the legal requirements. To arrive itself at any destination it is indispensable to the use of the sidewalk, being they then part essential of any tourist script to be explored. (Source: Electrolux). 6 2,1 ANALYSIS OF ACCESSIBILITY OF 2.1.1 VISITED ROUTES CENTER IF SP In the So Paulo capital exists a program made for the So Paulo Tourism in partnership with the Subway, the Turismetr call, that has the disposal of the population diverse tourist scripts leaving, gratuitously, of the station If of the Subway, with the accompaniment of guides bilingual and actors staging the history of So Paulo. One is about an interesting and very educative project that little is divulged, but only tends to grow. The program does not have exclusive routes for people with deficiency, what he is excellent, therefore as already it was spoken previously, everything what it segregates, consequently excludes.

When questioning on the use of the routes for people with deficiency, one of the times was perceived that rare times had happened, being, for a total independent cadeirante that motorized chair used, and obtained to make the passage of If without great difficulties, according to monitorial it informed. But without accompaniment in I lease is difficult to imagine as this passage can have been done without difficulties, therefore the way sufficiently is conturbado, as he will be described to follow. Certain time was made a great stroll with about one hundred people with some types of deficiency, many of them with companions to push the chairs, but the passage chosen it was accessible of all, of the So Paulo Avenue, that will be boarded in the next item.

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