Food safety is a crucial thematic to any nation and the frauds in the food chain are an increasingly phenomena nowadays. The general goal of the present work was to identify the perception and behavior of Brazilian fresh milk consumers' in relation to the fraud in the milk production and sell chain. A total of 1015 consumers answered an online questionnaire on the variables that shape decision-making (individual differences, environmental influences and psychological stimuli or processes) and the behavior related to this decision process. The results were discussed based on the theoretical model proposed by Blackwell, Miniard, and Engel (2005) and their 7 stages. The results of this qualitative study showed that the impacts were declared, specially, in the reduction of milk consumption; losses to the image of the sector and the warming of the informal milk market, due to the increase in demand in this trade. The reduction of demand and the depreciation of the agents' image, have a negative impact on the entire chain, since it reduces revenues for all agents and, to a greater degree, for processors and related suppliers/farmers directly with the brands identified in the investigation actions and disclosed in the media. The female consumers were more affected, impacting on a greater reduction of the consumption. Unlike young consumers, they have not changed their behavior in relation to the chain.

食品安全对于任何国家来说都是至关重要的主题，如今食品链中的欺诈行为正在日益普遍。当前工作的总体目标是确定巴西新鲜牛奶消费者对牛奶生产和销售链中欺诈行为的看法和行为。共有1015名消费者回答了有关构成决策的变量（个体差异，环境影响和心理刺激或过程）以及与该决策过程相关的行为的在线问卷。基于Blackwell，Miniard和Engel（2005）提出的理论模型及其7个阶段对结果进行了讨论。这项定性研究的结果表明，特别是在减少牛奶消费方面，已明确表明了其影响。由于该行业需求的增加，该行业的形象遭受了损失，非正式牛奶市场升温。需求的减少和代理商形象的贬值对整个链条都有负面影响，因为这会减少所有代理商的收入，并在更大程度上直接影响加工商和相关供应商/农民的收入。调查行动并在媒体上披露。女性消费者受到的影响更大，影响了消费量的进一步减少。与年轻消费者不同，他们没有改变与连锁店有关的行为。在更大程度上，直接针对在调查行动中确定并在媒体上披露的品牌的加工商和相关供应商/农民。女性消费者受到的影响更大，影响了消费量的进一步减少。与年轻消费者不同，他们没有改变与连锁店有关的行为。在更大程度上，直接针对在调查行动中确定并在媒体上披露的品牌的加工商和相关供应商/农民。女性消费者受到的影响更大，影响了消费量的进一步减少。与年轻消费者不同，他们没有改变与连锁店有关的行为。