Recently, Raízen, a joint-venture between Shell and Cosan, announced the buying of 10 percent on STP – Serviços e Tecnologias de Pagamentos S.A., owner of the Via Fácil/Sem Parar system. In addition to the buying, the companies pre announced a new system of payment in gas stations, using the same technology already used in tolls. This work aims to identify in the consumer public, acceptance and fears about the new and innovative product in the Brazilian territory. Building a link between the theoretical concepts learned in classroom and the reality of research, I aim to use my learning in Marketing and understand how the market will accept this new concept in payment methods. In this context, we conducted a field survey using a questionnaire to 166 subjects to investigate the announced objective. Based on the results of the questionnaire, respondents demonstrated perceive more benefits than fears, and making a positive review about the use of alternative means of payment when refueling. At the end suggestions for future research are presented.