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

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.