The objective of this study is to evaluate the influence of human values in the ecological consciousness of consumers. Findings presented results both convergent and divergent with the existing theory about the themes, serving as source to research for new papers related to ecological consciousness, as well as source for researches involving both constructs. This research also provides evaluation of the ecological consciousness scale in the Brazilian context, showing divergent results in relation to the original construction, elucidating the need of new research using the cited scale.