What is People’s Values

The aim of this chapter is to identify the impact of different 3Rs of sustainability approaches on consumer behavior and people's values. Some results, through multi-method study, with ethnography and quantitative research, show that people's priority is on “recycling,” performing few activities of “reduce,” and lesser actions of “re-use.” The focus is on reducing packaging and the use of lower levels of inputs (as energy and water), and to reduce the carbon foot print, mainly using public and/or alternative transport. People are concerned about sustainability; however, they present a low level of activities related to major societal concepts on behalf of the environment. The 3Rs of sustainability have changed from Reduce-Reuse-Recycle to Recycle-Reuse-Reduce. However, this new order does not cause such impact on consumer behavior and in people's values.