This research aims to investigate the changes in consumer behavior in a scenario of high inflation. Through in-depth interviews with an audience with middle-class of Rio de Janeiro, where its main behaviors and attitudes were identified such as: an understanding about inflation, the purchasing and consumering behavior during the period of inflation. The results showed that consumers have knowledge of what is inflation, but demand more education actions from the government and the schools. What motivates the purchase of services is the need, and the quality is more important than price. And during inflation, spending and cuts are occurring, auto services and replacements for cheaper.