The consuming public almost always people of high purchasing power are, that they move for this type of housing in the one search den lost, condition that if multiplied in recent years in Brazil. Although he is legitimate of the point of view of the individual to search greater tranquilidade, pure air and security for itself and its family, this phenomenon accents the social exclusion and reduces the public urban spaces, a time that propitiates the growth of private spaces and restricted circulation. It had a moment that the nature in the city was only presented as leisure point, which was characteristic of the urban small farm, now it highly is incorporated the economic life of the city. The nature passes to be portraied under the economic point of view, to be incorporated, to be produced and to be vendida in accordance with the laws and objectives of a capitalist instrumental rationality, to be come back toward the profit and the private property. In this aspect the consumerism becomes a same habit or a life style, that starts to be the focus of the capitalist relations in all the spheres of the life and, the nature, or better, the nature concept, inside starts to be a mere product of this logic. At the same time it is placed idea to buy a life in harmony with the nature, what he is contradictory. The interest of the speculative agents, mainly those on ones to the real estate market, manifest and is materialized in the sales of ' ' areas? greens? found in the urban space, transforming the city, breaking up according to characteristic the areas favorable to the real estate incorporation of the territory. The woody quality of air, squares and parks become consumption objects. The nature becomes, due to rarity in some cities, a luxury article. Any object associated with a nature idea becomes synonymous of quality of life and makes possible the appropriation of values, through the increase of prices in land divisions, as the case of the Ecoville object of this study.