This work aims to understand the different forms of interaction of the Apinajé indigenous
people in the urban area of Tocantinópolis, taking into account the historically established
conflicts between indigenous and non-indigenous people in this region. The interactions
between these social groups have always been interspersed with a series of tensions
(DAMATTA, 1976 apud GONÇALVES, 1981), causing what Oliveira (1978) identified as
“Interethnic friction”. The Apinajé Indians are present in the urban area of Tocantinópolis for
a number of reasons, but one of their main demands is the city's commerce, where they
acquire, mainly through the resources of the Bolsa Família Program, food and other utensils.
But, when it comes to consumer relations, does stigma (GOFFMAN, 1982) and its resulting
prejudices continue to mediate interactions? The maxim “The customer is always right” also
works when the supplier's perception of the consumer is loaded with negative social
representations? In addition to physical and verbal aggressions that may be victims, the
Apinajé complain about the poor service they receive when in Tocantinópolis they request
some service in commercial establishments. Our research sought to observe and analyze the
social relations of consumption between indigenous and traders in Tocantinópolis – TO, in
addition to seeking to understand what is the role of PROCON in relation to the rights of
indigenous consumers. The main research techniques used were participant observation and
interviews.
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