THE CONSUMPTION AWARENESS AND THE EDUCATION TOWARDS CONSUMPTION AS A SOCIAL FUNCTION OF THE COMPANY

With the advent of the Social State of Law, the individualistic business culture, whose only goal was to pursue profit and the resulting enrichment of its owners, begins to be questioned. Since then, it is possible to verify a gradual abandonment of the typical business ideals of the Liberal State and, also, the advancement of a social business culture. Nowadays, the ideals that guide Brazilian State, which are written in the Constitution of 1988, reflect this change in the proceeding of the enterprise, that now persues the scope of satisfying the interests of the whole society, the so-called social function of the company. Clearly, this new finalistic content presents reflections in all branches of business activities. This study will examine the way in which such content shall inform the consumption relations that result from regular business activities, focusing on the need of consumer awareness by the supplier, by the education towards consumption.