Consumo e meio ambiente: uma modelagem do comportamento para reciclagem a partir das teorias cognitivo-comportamentais
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2009-03-04
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Samartini, André Luiz Silva
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There is a growing concern about the issue of solid waste among academics, governments, companies and individuals, but little is known about the motives that drive personal choices in the disposal of recyclable items in a house. People participate or not programs of selective collection for reasons that are not apparent and not directly identified. Thus, the problem of this thesis was: what determinants influence that behavior for recycling? What are its implications for the formulation of public policies directed to the behavior for recycling? Concerning this issue, the goal was to understand how cognitive-behavioral models predict and explain the behavior for recycling, seeking to examine the relation cognition-behavior proposed in the theoretical basis. For this, the researcher opted for the comparative analysis of the predictive power of rational choice model (Theory of Planned Behavior and Theory of Interpersonal Behavior) and the Attitude, Behavior, Context model. It was used with a random sample (N = 400) of households situated in the city of São Paulo, taken from the list of subscribers of telephones (Telefônica). Subsequently, the collected data were submitted to the Structural Equation Modeling. The empirical results showed no effect of the variable attitude, reveling that the best predictor of behavior for recycling was the habit, followed by perceived control, social influences of primary groups and the selective collection convenience. Hence the emerging importance of the external determinants (context) as a key feature for interventions in public policies directed to behavioral changes, as assumptions of the ABC model.