COMPARATIVE STUDY OF WATER CONSUMPTION PATTERNS IN BRAZIL AND CANADA

Sustainable consumption of natural resources, particularly water, has gained prominence in global governmental agendas. Water, vital for food supply, hygiene, environmental equilibrium, and material asset maintenance, necessitates responsible management to ensure its availability for future generations. This underscores the need to comprehend consumer behaviors related to water, promoting sustainable practices. Motivational factors driving sustainable behavior adoption have been a focus of consumer behavior research. Contextual variables, encompassing social, economic, legal, political, and natural conditions, play pivotal roles in this context. Comparative studies exploring these factors in sustainable behavior adoption have gained significance, shedding light on how contextual designs stimulate sustainable behavior. Research has highlighted the importance of contextual influences on behavior intention and environmental awareness, emphasizing the role of norms, structural factors, environmental knowledge, and degrees of collectivity and individuality in driving sustainable behavior adaptation. This study contributes to the growing body of research in sustainable consumption by examining contextual variables and their impact on water-related consumer behaviors. Through a comparative analysis, it seeks to identify contextual designs that facilitate sustainable behavior adoption and shed light on the influence of norms, environmental knowledge, and collectivity