摘要：This article was conducted with the objective to support the proposal for a scheme of interpretation of the construction of consumer behavior based on the understanding the production of meanings held by people and the proposition of the organization acting. According to Solomon (2002) consumer behavior is understood by the steps of buying, owning and being. Thus, by means of a theoretical qualitative, descriptive and exploratory, we started with the premise that the process of consumer behavior is initiated by a stimulation of consumption that its success has caused the organization acting and production of meanings held by people , is to learn from best in ethical factors. As a result, it was understood that the construction process of consumer behavior is an act constituted by the dimensions of people and organizations. This act it is a cyclical relationship that travels between the ethics of conviction of the person and ethical responsibility of organizations, this being the factor that allows them to influence and be expressed in behaviors that influence marketing system. Thus, the interpretation scheme proposed in this study reveals that the process of consumer behavior stems from an act of meaning that emerges from the cooperative interaction among ethical organizations and individuals when faced with stimuli of consumption.
关键词：Comportamento do consumidor;Produção de sentidos;Estudos organizacionais.
