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portuguesEste trabalho tem como objetivo mensurar o comportamento de consumo sustentavel utilizando a Teoria da Resposta ao Item (TRI). A aplicacao e feita com base em uma amostra de 250 adultos residentes na cidade de Sao Paulo. A tecnica utilizada permitiu obter uma escala na qual os comportamentos de consumo sustentavel estudados podem ser posicionados, gerando maior entendimento sobre a adesao dos consumidores a esses habitos. Os resultados mostram que uma grande parte dos consumidores ja adota comportamentos de consumo sustentavel, mas o caminho e longo e gradativo ate a adesao a comportamentos mais complexos. Inicia-se por praticas mais simples, as quais exigem menor investimento financeiro e engajamento dos individuos, passando por acoes que exigem engajamento moderado e, entao, para acoes que implicam em investimento financeiro, estando no ultimo estagio praticas que exigem maior engajamento individual e conhecimento acerca do assunto. EnglishThis paper aims to measure the behavior of sustainable consumption using Item Response Theory (IRT). The application is based on a sample of 250 adults, residents of Sao Paulo, who participated in the survey “Communication and Education for Sustainability” developed by Brazilian Business Council on Sustainable Development and Market Analysis institute. The survey was intended to investigate engagement in sustainable consumption activities among other topics. The technique helps to obtain a scale to measure sustainable consumption behaviors here surveyed, enabling a greater understanding of consumers' adherence to these habits. The results show that a large proportion of consumers have adopted some level of sustainable consumption behavior, but it is a long and gradual way until the adoption of more complex behaviors. Adherence begins with simple practices, which require less financial investment and personal commitment, and evolves through actions that require, first, a moderate level of engagement and then a somewhat higher financial investment. Lastly, assimilation of more complex behaviors require greater individual engagement and knowledge on the subject.

Comportamento de Consumo Sustentável: Mensuração com o Uso da Teoria da Resposta ao Item