On the context of new market relations, this aims to analyze how Walmart Brazil relates itself with its suppliers under the sustainable consumption perspective. For that, with an exploratory research and qualitative approach, the brand Hiper Bompreco, in Recife (Brazil) was analyzed under sustainability background. The dissemination throughout the supply chain of sustainability demonstrates an evolution in the placement of a company in the market, thus, it was identified a slight orientation of the company to a change in its interactions with its stakeholders, in its strategic positioning and in its daily actions according with the developed partnerships, which facilitates the construction of new societal responsibilities