The present article intends to show a brief analysis about the technological consumer's perception concerning the new products which integrates the ecological factor in Brazil. For being a new concept and hardly explored, we are able to perceive the importance of studying about ideology and social responsibility in the discourse used by users of high-tech devices (cellphones, netbooks and others). Therefore, a qualitative research was perfomed with Brazilian consumers using netnography as a method, wich consists in the extraction of reports about the explored theme from specialized blogs/websites, in order to decode and categorize the groups that take part in this subject. The research resulted in six differents categories of known consumers, exposing some implied subcategories according to the green products integrated. Based on that, marketing professionals may use this comprehension when intending to launch new products and develop new devices, aiming to increase the perception of market values, sales, among others, to better understand the target audience and their consumer's preferences.
Consumer's Behavior; Innovation; Technology; Green Products
