Integração entre Psicologia Social e Design Sustentável na promoção de hábitos ecológicos

Autores

• Gislaine Oliveira UnB
• Dianne Viana Universidade de Brasília
• Ana Claudia Maynardes Universidade de Brasília

DOI:

https://doi.org/10.36704/transverso.v1i17.10290

Palavras-chave:

psicologia social, normas sociais, design sustentável, sustentabilidade

Resumo

O presente artigo examina de que maneira teorias da psicologia social contribuem para compreender tanto a adesão quanto a resistência em relação a práticas sustentáveis, destacando o papel do design na superação de barreiras de ordem psicológica e social. Metodologicamente, adota-se uma revisão narrativa de literatura, fundamentada em autores como Cialdini, Moscovici, Stern, Flusser, Bauman e Maldonado, e que contempla noções como normas sociais, influência social, representações ambientais e percepção do risco ecológico. A análise discute como o design pode intervir na transformação de comportamentos, considerando o impacto de normas descritivas e injuntivas na promoção de práticas sustentáveis, por meio de mecanismos como simplificação de escolhas, fortalecimento da identidade social e uso de estratégias de gamificação. Também se aponta como a lógica do consumo acelerado representa um obstáculo à consolidação de valores ambientais. Além disso, são exploradas as relações entre cultura, sociedade e técnica na configuração de novos padrões de consumo. Conclui-se que o design se apresenta como recurso estratégico na transição para práticas mais sustentáveis, ao torná-las acessíveis, intuitivas e socialmente reconhecidas. Ao articular dimensões psicológicas e sociais, o design mostra-se capaz de transformar representações ambientais e incentivar hábitos sustentáveis de maneira eficaz.

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