The present study aims to analyze the main motivations that lead consumers to engage in opportunistic behavior through fraudulent complaints derived from online purchases. The research was conducted with both men and women, residents of Rio de Janeiro, between twenty and fifty-five years old. The present study includes an exploratory qualitative research, guided by the use of the projective technique. The final aim was to evaluate which motivations tend to be more easily accepted by consumers, based on their personal values and principles, also their habits of practicing complaints about products and/or services provided.