Motivation and conscious consumption: contributions of evolutionary theories applied to human behavior
fundamental motives, conscious consumption, pro-social behavior.
Studies indicate that current consumption forms are influenced by specific motivating systems. In the evolutionary perspective, the fundamental social motives helped in the survival and reproduction of the individuals in the environment of evolutionary adaptation of the humans. The objective of this work is to investigate the relationship between basic motivations and conscious consumption, considering attitudes, consumption behavior, personal and socioeconomic characteristics and the perception of subjective well-being. Through the application of an instrument that investigates the fundamental social motives and the behavior of conscious consumption, among other information, the tests of the hypotheses of the study will be carried out. It is expected, in the end, an understanding of how human motivation systems can act on conscious consumption behavior in different ages and audiences.