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Green consumer values: how do personal values influence environmentally responsible water consumption?
Author(s) -
Pinto Diego Costa,
Nique Walter Meucci,
Añaña Edar da Silva,
Herter Márcia Maurer
Publication year - 2011
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2010.00962.x
Subject(s) - conformity , demographics , consumption (sociology) , comprehension , personal consumption expenditures price index , water consumption , business , psychology , marketing , advertising , social psychology , sociology , engineering , social science , demography , linguistics , philosophy , consumer confidence index , waste management
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.