Made available in DSpace on 2016-04-28T20:12:47Z (GMT). No. of bitstreams: 1 Marcelo Castaneda de Araujo.pdf: 2211859 bytes, checksum: ed2e943bbeb885785f5e8072e3e1d4ea (MD5) Previous issue date: 2010-03-08 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / The practices that may characterize a potential greenerism and politicization of consumption arise from the perception of the impact of standards and levels of consumption in the global environment. From the 1990s, certain practices of consumption started being socially and environmentally responsible. This research had as general objective to reflect on greenering processes and the politicization of consumption and everyday life in the contemporary Brazilian society, emphasizing the multifaceted field of food. The shopping practices of organic food, especially from those individuals who are not organized collectively in social movements configure the object of the research. The main reason for its development was the gap in Brazilian social science in relation to studies on the consumers perspectives while social actors and the different uses they perform on their practices of consumption, especially the political use. The main questions included issues such as: Are the shopping practices of organic food perceived and experienced by consumers as a form of political action? In what ways do consumers deal with the discourses and responsibility charging for the environmental crisis? When seeking to answer them through an ethnography of the shopping practices of organic food in the city of Nova Friburgo/RJ and conducting in depth interviews with consumers, this research has identified an increased political autonomy of the individual against the public and private spheres, which occurs in the field of consumption. The shop of organic food is perceived and used as a repertoire of "romantic-individualistic" political action in the public sphere. These practices prove themselves capable of feeding bridges to citizenship, enabling the emergence of new collective engagement periods in a context of social reflexivity and global risk society. / As pr?ticas que podem caracterizar uma poss?vel ambientaliza??o e politiza??o do consumo surgem com a percep??o do impacto dos padr?es e n?veis de consumo no meio ambiente global. Com isso, a partir da d?cada de 1990, determinadas pr?ticas de consumo passaram a ser reconhecidas como sendo social e ambientalmente respons?veis. A pesquisa teve como objetivo geral refletir sobre os processos de ambientaliza??o e politiza??o do consumo e da vida cotidiana no ?mbito da sociedade brasileira contempor?nea, enfatizando o multifacetado campo da alimenta??o. Desta forma, as pr?ticas de compra de alimentos org?nicos, especialmente daqueles indiv?duos que n?o est?o organizados coletivamente em movimentos sociais configuraram o objeto de pesquisa. A principal justificativa para seu desenvolvimento era a lacuna existente nas ci?ncias sociais brasileiras no que se refere aos estudos sobre as perspectivas dos consumidores enquanto atores sociais e os diferentes usos que fazem de suas pr?ticas de consumo, em especial seu uso pol?tico. Os problemas centrais inclu?am quest?es como: as pr?ticas de compra de alimentos org?nicos s?o percebidas e experimentadas pelos consumidores como uma forma de a??o pol?tica? De que maneiras os consumidores lidam com os discursos e cobran?as de responsabilidades pela crise ambiental? Ao procurar respond?-las, atrav?s de uma etnografia das pr?ticas de compra de alimentos org?nicos na cidade de Nova Friburgo/RJ e da realiza??o de entrevistas em profundidade com consumidores, a pesquisa identificou um aumento da autonomia pol?tica individual no encontro das esferas p?blica e privada que se d? no campo do consumo. A compra de alimentos org?nicos ? percebida e utilizada como um repert?rio de a??o pol?tica rom?nticoindividualista na esfera p?blica. Estas pr?ticas se mostram capazes de alimentar pontes com a cidadania, abrindo possibilidades para a emerg?ncia de novos per?odos de engajamento coletivo em um contexto de reflexividade social e sociedade de risco global.