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Green consumer values: how do personal values influence environmentally responsible water consumption?

2011; Wiley; Volume: 35; Issue: 2 Linguagem: Inglês

10.1111/j.1470-6431.2010.00962.x

1470-6431

Diego Costa Pinto, Walter Meucci Nique, Edar da Silva Añaña, Márcia Maurer Herter,

Consumer Behavior in Brand Consumption and Identification

Abstract The present research analyses how personal values influence environmentally responsible water consumption in Brazil. This research reports a four‐part study that is focused on both the influence of demographics (1a and 1b) and the influence of personal values (2 and 3). In general, environmental awareness has an effect on wasteful habits. Regarding demographics, we found that green consumers tend to be older and have lower levels of education. Our results also suggest that personal values influence responsible water consumption. Responsible consumers usually attach more importance to personal values such as conformity and personal virtues. Socially oriented values were seen to increase responsible consumption. Finally, the study demonstrates that environmental awareness and personal values could predict wasteful habits, enabling a broader comprehension of green consumers.