In consumer behavior studies, psychology-based perspectives dominate, based on logical,
rational, cognitive and learning abilities, or even on hedonic and aesthetic aspects that
essentially value the individual to the detriment of their social context (LEVY, 2006;
HOLBROOK and HIRSCHMAN, 1982; HIRSCHMAN and HOLBROOK, 1982). However,
sociocultural, experiential, symbolic and ideological characteristics are beginning to gain
strength and space in consumer studies (CASOTTI and SUAREZ, 2016; BELK and
CASOTTI, 2014; ARNOULD and THOMPSON, 2005; MOREIRA, CASOTTI and
CAMPOS, 2018).
We highlight here two perspectives that inspire our research path: the Consumer Culture
Theory (CCT), a family of theoretical perspectives concerned with "addressing the dynamic
relations between consumer actions, the market and cultural meanings" (ARNOULD and
THOMPSON, 2005, p. 868); and Transformative Consumer Research (TCR), focused on
supporting research that leads to improved well-being and quality of life for the consumer and
society (MICK, 2006; OZANNE, 2011; MICK et al., 2012).
Based on the perspectives of the CCT and TCR, this research aims to contribute to the field of
anti-consumption investigations (CHATIZIDAKIS and LEE, 2012; LEE et al., 2011) by
investigating meanings, practices and transformations reported by volunteers at the end of
their experience as volunteers in ecological conservation project, eco village style.
The project, here called Eco Brasil, is described on its website as an accommodation space,
holistic retreats and artistic residences, built to preserve nature through eco-friendly and
sustainable practices. In this way, and backed by permaculture principles, the location directs
consumption practices in its territory. Abdala and Mocellin (2010) describe permaculture as
the harmonious integration between man and nature. Permaculture involves the design,
implementation and maintenance of productive ecosystems that maintain the diversity,
resilience and stability of natural ecosystems, promoting energy, housing and human nutrition
in a harmonious way with the environment (MOLLISON, 1999).
With the support of field notes obtained in participant observation, the analysis of the reports
indicates personal transformation and well-being effects in an environment of consumption
restrictions. Next, we describe the Eco Brazil project, the stages of the study, the main
findings and reflections that indicate future research paths to be covered.