In order to contextualize the culture of consumption of organic products, we described studies
belonging to the CCT research lines (ARNOULD; THOMPSON, 2005, 2007), the theoretical
contributions entitled as representations of the self, cultural production systems, distinction and
social structures, communities of consumption and ideologies and market discourses (GAIÃO;
LEÃO; SOUZA, 2012), in which the CCT supports its school. In advancing the studies for this
thesis, the introspection exercise was found on how many yous are accessed through the
construction of a culture. (FIRAT; GOULD; STONE, 2012). With the possession of this
theoretical reflection, the phenomenology was taken epistemological basis inspired by the
anthropology that brought the concept of body-mind-environment relationship in the construction
of new knowledge through the experience lived in the flows of life (INGOLD, 2000, 2010, 2011)
to enrich the research process. In order to better understand the culture, the study investigated the
following problem: how is the integration of mind, body and environment in the flows of life
through a culture of consumption of organic products constructed? The thesis aimed to understand
the processes of integration of mind, body and environment in the flows of life, through a culture
of consumption of organic products, and more specifically it aimed: a) to constitute the historical
course of the concept of consumer culture in the currents of the CCT; b) to identify and describe
the motivations of consumption through CCT and mind-body-environment linkage; and c) to
explain how the processes of construction of the consumption culture of organic products are
influenced by the complex integration of experiences and knowledge accumulated in flows of life.
All these specific objectives were contextualized and studied in order to find an answer to
lifestyles with holistic tendencies. The methodology of the study, based on epistemology and
phenomenology, was qualitative with non-participant observation and semi-structured interviews.
The data were analyzed with the software called Atlas/ti and presented through excerpts from
interviews, figures and textual analysis with relevant discussions. The theoretical contributions in
which the CCT supports its school (representations of the self, cultural production systems,
distinctions and social structures, consumer communities and ideologies and market discourses)
are complementary and integrated in the representation of the consumer culture of organic
products developed in the interviewees’ life flow. It was explained and evidenced, through the
reports of consumers of organic products surveyed, that consumer culture is formed from
childhood with some health concepts passed on by the parents to their children and that
accumulated experiences and knowledge have contributed to build new elements in the current
consumer culture. Consumers (re) build this culture by complementing with new elements which
are more refined in their experiences in life flows that result in new ways of life. It was concluded
that consumer culture needs to observe more closely by the lens of life flows of the consumer to
understand the transformations of body and mind that permeates the environment.
Keywords: Integrated culture of consumption. Exercise of introspection. Body-mindenvironment.
Ecology of mind. Life flows.
