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RESUMOConsiderando que os parques tecnológicos devem ser implantados para atender às necessidades das regiões, da sociedade e dos países, este trabalho objetiva apresentar o planejamento estratégico do Parque Tecnológico Sudoeste Paulista (PTSP), sua estrutura organizacional e projeto político-pedagógico, e as dificuldades da implantação na região mais pobre do estado de São Paulo. O parque é resultante do processo prospectivo, com apropriação da sociedade, elaborado no município de Ribeirão Branco (região sudoeste do estado de São Paulo), e a metodologia utilizada é de abordagem exploratória e de pesquisa-ação. Os resultados apontam que a apropriação pela sociedade e sua participação no processo prospectivo para o desenvolvimento da região são essenciais ao progresso do PTSP, que, por sua vez, impactará positivamente a sociedade, gerando maior oportunidade de negócios e emprego e reduzindo a emigração de jovens de Ribeirão Branco.Palavras-chave: Parque tecnológico; processo prospectivo; planejamento estratégico; desenvolvimento territorial; desenvolvimento sustentável. ABSTRACTConsidering that technological parks must attend regions, societies and countries necessities, this work aims to present the strategic planning of the Technological Park of Southwest São Paulo (PTSP), its organizational structure and pedagogical-political project, and the difficulties for its deployment in the poorest region of São Paulo. The park appears as a result of the prospective process, with society appropriation, developed in the municipality of Ribeirão Branco (southwest of São Paulo state), and the chosen methodology is one of exploratory approach and action-research. The results show that the appropriation by the society, such as its participation in the prospective process of the region development, are essential for the advancement of the PTSP, which will positively impact on the society, creating greater business and job opportunities, and reducing emigration of young people from Ribeirão Branco.

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Purpose: The alternative of sustainable consumption is proposed to change the excessive demand and production that aggravate environmental problems. However, translating ecosystems concerns into sustainable attitudes is a well-known challenge. This study analyzes the hypothesis of a positive correlation between how often people visit urban green areas and their perception of sustainable consumption Design/methodology/approach: Based on the nonparametric item response theory (NIRT) and logistic regression models. Findings: The hypothesis was partially confirmed. Implications: The importance of urban green areas and their potential to encourage sustainable consumption reinforces the need for governments to develop environmental education programs that include incentives to visit public parks and emphasize the reduction of environmental degradation. Originality/value: This research contributes (i) to present the importance of urban green areas to change the individuals’ behavior toward sustainable consumption and (ii) to test how urban green areas influence different dimensions of sustainable behavior.