Por Que Funcionam Limitadamente Campanhas e Programas de Conservação de Água? Uma Análise Comportamental

The issue of water scarcity, besides being a relevant and contemporary environmental problem, can be characterized as a social phenomenon, the result of inadequate cultural practices. As such it can be studied by Behavior Analysis, more specifically, from the point of view of selection by consequences. In this context, our objective was to identify if campaigns and programs of water conservation are consonant with Behavior Analysis’ principles on how to change and control individual behavior in the cultural dimension. Overall, data indicate the absence of contingent reinforcement on behavior of water waste and conservation and the presence of mentalistic practices, in contrast with the foundations of Behavior Analysis, especially with regard to the logic of selection by consequences. Keywords: cultural design; selection by consequences; cultural practice; water conservation.