SIMOES, Regina; GIRALDI, Janaina    OLIVEIRA, Sônia. The influence of personal values on consumer’s “green” behavior. []. , 11, 4, pp.26-37. ISSN 1645-4464.

In a context of environmental degradation, consumers have become aware that their actions directly affect the quality of the environment in which they live. The aim of this study is to assess how consumers' personal values can influence the so-called green behavior. It was used a descriptive research, with data collection via survey and analysis through multiple regression. It was found that the personal values that showed positive influence on the adoption of an environmentally friendly consumption behavior were: self-respect, self of fulfillment and warm relations with others. The values sense of accomplishment, being well respected, sense of belonging, excitement, fun and enjoyment in life and security had a negative influence on green behavior. The results can be useful to companies in developing new products and their communication targeted at this audience.

: Green Behavior; Personal Values; Sustainability.

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