Title: Personal values and green purchase behaviour: a cross-cultural study between Brazil and Canada

Authors: Sofia Batista Ferraz; Cláudia Buhamra Abreu Romero; Vitor Koki da Costa Nogami; Andres Rodriguez Veloso

Addresses: Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo (USP), Avenida Professor Luciano Gualberto, 908, Butantã, São Paulo, São Paulo, Postal Code 05508-010, Brazil ' Faculdade de Economia, Administração, Atuária e Contabilidade, Universidade Federal do Ceará (UFC), Avenida da Universidade, 2431, Benfica, Fortaleza, CE, Postal Code 60020-180, Brazil ' Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo (USP), Avenida Professor Luciano Gualberto, 908, Butantã, São Paulo, São Paulo, Postal Code 05508-010, Brazil ' Faculdade de Economia, Administração e Contabilidade, Universidade de São Paulo (USP), Avenida Professor Luciano Gualberto, 908, Butantã, São Paulo, São Paulo, Postal Code 05508-010, Brazil

Abstract: This article aimed to analyse which personal values influence the green purchase behaviour (GPB) of consumers in Brazil and Canada. For this, we relied on the literature of personal values and green consumer behaviour. The study has a quantitative nature and is descriptive with regard to its objectives. The sample consisted of 108 Canadian university students and 158 Brazilians. It is a field research using the t-test technique, exploratory factor analysis (EFA) and multiple linear regression. The results indicated that: Canadian consumers have a stronger green purchasing behaviour than Brazilians; self-transcendence values affect both the Brazilian and Canadian GPB; and the size of conservation negatively affects Canadian GPB.

Keywords: green purchase behaviour; GPB; personal values; cross-cultural study; consumer behaviour; Schwartz model values; sustainability; sustainable consumption; purchase intention; Brazil; Canada.

DOI: 10.1504/LAJMSD.2015.073067

Latin American Journal of Management for Sustainable Development, 2015 Vol.2 No.3/4, pp.296 - 314

Received: 16 Mar 2015
Accepted: 21 Mar 2015
Published online: 16 Nov 2015 *

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