208
C. V. B. Prates et al.
the respondents to answer the questions. This way it was chosen to perform only a
single question, but composed. That is, five questions asked together and sequentially
premeditated, allowing the individual to follow a clearer line of reasoning. Following
this consideration, the question was:
• What prompted you to join a more sustainable lifestyle?
• What advantages can you see from this change in your day-to-day life?
• Do you think someone in your life was impacted by your new environmental
attitudes? If so, give a little opinion on.
• What in your opinion still offers resistance to individuals who want to start using
sustainable practices?
• Finally, do you plan to extend and adhere to other sustainable practices? If so,
what would it be?
An interview time was also defined, aiming again at simplicity and comfort, of ten
minutes with a tolerance of twenty percent (2 min). This methodology was performed
with five clients of each company and their names were omitted to preserve their
identities and to allow them greater freedom of expression. The interviews were
recorded with permission of the interviewees, the parts that gave form to the analyzes
sought are highlighted in italics in the results section.
It was used a theory-based approach to the collection and analysis of interviews,
that is, it means that interviewees could tell their stories and their views on their own
terms, thus generating insights more grounded in their people perspectives on the
subject (Evans and Abrahamse 2009; Glaser and Strauss 1967).
5 Common Denominators
In relation to the characteristic of narrative structure, the individuals interviewed
tended to initiate the discussion about areas that they considered more important
and where they were placed as more significant actors, referring to personal efforts.
Everyone, without exception, was keen to make it clear that the main cause that
motivated them to engage in ecological activities was the financial issue.
At first I was only looking for the economy, because with the high costs of energy I found
myself needing to be looking for alternatives to reduce this value, I joined the useful to the
pleasant. (Man, 33)
The main fact that I have adhered to the sustainable lifestyle of solar energy without any
shadow of doubt was the savings I would have with the system installed. (Man, 40)
In addition to the concern with personal accounts, based on monthly savings, the
respondents were aware of possible fluctuations and increases in the price of electricity in Brazil. This fact exemplifies a branching of knowledge absorbed by these
individuals, starting from the developed home economy and reaching the understanding of economic market volatilities.
C. V. B. Prates et al.
the respondents to answer the questions. This way it was chosen to perform only a
single question, but composed. That is, five questions asked together and sequentially
premeditated, allowing the individual to follow a clearer line of reasoning. Following
this consideration, the question was:
• What prompted you to join a more sustainable lifestyle?
• What advantages can you see from this change in your day-to-day life?
• Do you think someone in your life was impacted by your new environmental
attitudes? If so, give a little opinion on.
• What in your opinion still offers resistance to individuals who want to start using
sustainable practices?
• Finally, do you plan to extend and adhere to other sustainable practices? If so,
what would it be?
An interview time was also defined, aiming again at simplicity and comfort, of ten
minutes with a tolerance of twenty percent (2 min). This methodology was performed
with five clients of each company and their names were omitted to preserve their
identities and to allow them greater freedom of expression. The interviews were
recorded with permission of the interviewees, the parts that gave form to the analyzes
sought are highlighted in italics in the results section.
It was used a theory-based approach to the collection and analysis of interviews,
that is, it means that interviewees could tell their stories and their views on their own
terms, thus generating insights more grounded in their people perspectives on the
subject (Evans and Abrahamse 2009; Glaser and Strauss 1967).
5 Common Denominators
In relation to the characteristic of narrative structure, the individuals interviewed
tended to initiate the discussion about areas that they considered more important
and where they were placed as more significant actors, referring to personal efforts.
Everyone, without exception, was keen to make it clear that the main cause that
motivated them to engage in ecological activities was the financial issue.
At first I was only looking for the economy, because with the high costs of energy I found
myself needing to be looking for alternatives to reduce this value, I joined the useful to the
pleasant. (Man, 33)
The main fact that I have adhered to the sustainable lifestyle of solar energy without any
shadow of doubt was the savings I would have with the system installed. (Man, 40)
In addition to the concern with personal accounts, based on monthly savings, the
respondents were aware of possible fluctuations and increases in the price of electricity in Brazil. This fact exemplifies a branching of knowledge absorbed by these
individuals, starting from the developed home economy and reaching the understanding of economic market volatilities.