This paper presents a model of didactic feature and directed primarily to professional education, which takes into account the various aspects that should characterize a responsible consumption. Besides the usual environmental aspect, there are others aspects such as advertising, health and safety, and Law and ethics, which have been summarized from the collection launched jointly by the IDEC (Institute of Consumer Protection) and Inmetro (National Institute of Metrology, Standardization and Industrial Quality). This collection is addressed to teachers and students of the third and fourth cycles of elementary school and was elaborated in the context of cross-cutting themes presented by the National Curriculum Parameters (PCNs). Assuming the role of the responsible consumers and using the referred model, inspired by the collection by IDEC and Inmetro, we intend to analyze the case of AmBev, considered the largest brewery in Latin America and a "global reference in water management". Through this example, we seek to present that the "respect for nature" - in this case the water -, despite being a necessary parameter, is not sufficient to characterize a responsible consumption. Considering the latter, the others aspects raised above should be considered.
consumption; citizenship; education
