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RESUMO As disparidades de oferta da agua e o seu padrao de consumo desregular tem levantado discussoes relevantes e causaram o interesse entre os estudiosos de marketing social, que visam abordar causas sociais com o intuito de realizar mudancas comportamentais positivas. Nesse sentido, este estudo objetivou discutir aspectos que influenciam a reducao do desperdicio e do consumo de agua sob a perspectiva de marketing social. O referencial teorico discute elementos sobre o marketing social e o consumo de agua potavel, alem de debater sobre a reducao do desperdicio de agua. A metodologia adota uma abordagem qualitativa de carater exploratorio com vistas a entender como o consumidor gerencia o consumo de agua. As entrevistas ocorreram entre os meses de novembro de 2017 e janeiro de 2018, e foram entrevistados 35 individuos residentes no Nordeste. Como resultados, pode-se afirmar que os individuos adotam estrategias de consumo para amenizar o desperdicio de agua, entretanto, observa-se que ha a necessidade de incentivos governamentais para disseminar conhecimentos praticos e teoricos a respeito do consumo consciente da agua potavel. Palavras-chave: Marketing social. Consumo de agua. Desperdicio de agua. Reutilizacao. ABSTRACT Disparities in the supply of water and its deregulatory consumption pattern have raised relevant discussions and caused interest among social marketing scholars, who aim to address social causes with a view to making positive behavioral changes. In this sense, this study aimed to discuss aspects that influence the reduction of waste and water consumption from the perspective of social marketing. The theoretical framework discusses elements about social marketing and drinking water consumption, as well as discussing the reduction of water waste. The methodology adopts a qualitative exploratory approach. The interviews took place between November 2017 and January 2018, in which 35 individuals living in the Northeast were interviewed. As results, it can be affirmed that individuals adopt consumption strategies to minimize water waste, however, it is observed that there is a need for government incentives to disseminate practical and theoretical knowledge regarding the conscious consumption of drinking water. Keywords: Social marketing. Water consumption. Reuse.

ÁGUA SUJA TAMBÉM LAVA: UMA ANÁLISE DO DESPERDÍCIO DE ÁGUA SOB A PERSPECTIVA DE MARKETING SOCIAL