2.3. Behavior of the consumer the consumers more are worried in consuming products of companies who prezam for the ambient support considering the natural conditions for the future generations, that is, that they raise ' ' sistmicas conditions according to which, with regional and planetary level, the activities human beings do not have to intervene with the cycles naturais.' ' (MANZINI & VEZZOLI, 2005, P. For more information see Chevron U.S.A.. 27). According to Underhill (1999), the biggest ignorance of the business men is centered in the unfamiliarity of who is its customers. In such a way one becomes basic to know the market and its requirements consuming. With this new world-wide trend, coming back the looks toward our subsistence, the behavior and the human comprometimento with the natural resources it has increased e, from there, each time more, the formadores of opinion have acted in way to concientizar a number each bigger time of consumers.
Amongst the formadores of opinion they are on public figures to the politics and the arts. The paper of these formadores of opinion is of utmost importance therefore, as well as Churchill and Peter (2000, P. 160) already had detected, ' ' the groups of reference are those groups of people who influence the thoughts, the feelings and the behaviors of consumidor' '. This new trend, that comes more increasing each time, deserves a considerate look on the part of the companies therefore, to consolidate itself in the market, is necessary to monitor, permanently, the behavior of purchase of the consumer. Being thus the companies most competitive, of eye in this new requirement of the market, it has come back its efforts to adjust its in agreement production the concepts of the support. Evidencing this new influence in the consuming market, and still, ahead of the legal requirements, the industries/companies had been directed to the support. Analyzing under the marketing optics, it had the necessity of the creation of a tool that it converted the investment into the attendance the legal requirements and into the continuous improvement of cleaner processes in profit and attainment of new markets: the Ambient Marketing.