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Article
Publication date: 13 May 2019

Diego Costa Pinto, Márcia Maurer Herter, Patrícia Rossi, Walter Meucci Nique and Adilson Borges

This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive…

Abstract

Purpose

This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying).

Design/methodology/approach

Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3).

Findings

Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions.

Research limitations/implications

The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions.

Practical implications

Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions.

Originality/value

This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

Details

European Journal of Marketing, vol. 53 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 2 March 2010

Edar Da Silva Añaña and Walter Meucci Nique

This paper aims to investigate the personal values predominating in different academic areas to identify relations that may be of interest to university managers…

Abstract

Purpose

This paper aims to investigate the personal values predominating in different academic areas to identify relations that may be of interest to university managers. Exploratory in nature, it seeks to understand how human values can be used to enhance the academic courses according to the profile of each group.

Design/methodology/approach

The sample consisted of 1,609 students attending a large Brazilian university, whose values are measured using the Rokeach values survey. The data are firstly submitted to exploratory factor analysis to identify a set of factors later used to construct perceptual maps. Finally, the careers are grouped and typified according to the predominant values in each one.

Findings

Results suggest that students of some careers are more prone to be classified through their values than others, but in general terms each professional group shows some particularity. Most careers can be typified by the values students consider more important for them or by the values they depreciate, or by both. In some cases the combination of high evaluation in some dimensions with poor evaluation in others offered greater insight.

Research limitations/implications

The necessity to find a common structure of values applicable to a wide set of careers determined the exclusion of some values from the original scale that, while important for some professions, did not fit others. The lack of uniformity across careers determined the low variance explained by the common structure.

Originality/value

The paper offers interesting insights for university managers, especially those involved in the conception, positioning or repositioning of academic courses.

Details

International Journal of Public Sector Management, vol. 23 no. 2
Type: Research Article
ISSN: 0951-3558

Keywords

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