ABSTRACT
This study analyzes the behavior of Nina Ribeiro mirroring Ralph Nader, based on the decolonial perspective and focusing on the theory of coloniality of being. The research explores how such behavior influenced the Brazilian consumer movement. Historical research was conducted to compare the main milestones in Nader’s and Ribeiro’s histories in consumer movements. The analysis showed the colonial process that underpinned the construction of the Brazilian consumer movement, in general, and the activism of Ribeiro, in particular, who sought legitimacy by importing foreign ideas, especially those of Nader. However, such ideas did not always correspond to the Brazilian local plural logic or meet the needs of marginalized and vulnerable groups.
Keywords:
consumerism; decolonialism; coloniality of being; Ralph Nader; Nina Ribeiro