The interest regarding sustainable consumption has increased around the world, and several international institutions and organizations have highlighted the emergency that society needs to face from this century onwards. Sustainable consumption involves many factors other than individual behaviour, which usually leads to a cross-national focus to explain differences and similarities among countries. Cross-cultural investigations have emerged under the widespread context of sustainability, but how they can contribute to clarify sustainable consumption behaviour is as yet an incipient discussion. On this basis, and considering previous literature about value dimensions, the theory of planned behaviour (TPB), and the value-belief-norm theory (VBN), this paper undertakes a theoretical discussion drawing upon previous empirical research and proposes a new, alternative and complementary point of view. We address how cultural elements can influence values and, in turn, sustainable behaviour. Moreover, we argue that beliefs could be a key driver of sustainable intention, as the intention formed by attitude, perceived behavioural control and subjective norms does not explicate sustainable consumption by itself. Ultimately, this study combines various concepts in a wider discussion about cross-cultural sustainable consumption, a holistic perspective to investigate sustainable consumption across countries.

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Purpose – The purpose of this paper is to develop a scale for measuring the construct perceived value, as evaluated by customers of retail banks. Design/methodology/approach – The procedures involved an analysis of the literature about customer perceived value in order to identify the main dimensions relevant to bank sector, and after that, it was followed the conventional steps for developing multiple items scales, with fieldwork, scale purification exploratory analysis of reliability and of validity. Findings – After two sampling procedures, the scale for the account holder perceived value retail banking was satisfactorily validated. The final scale is characterized as multidimensional, involving dimensions of operational quality, convenience and access, safety and soundness, and monetary sacrifice, each of them measured with four items reflectively related to the main construct. Research limitations/implications – Although the research was carried considering the conventional scaling procedures recommendations, the result may reflect the specificities of Brazilian bank customers; considering this, some other applications are necessary do bring a geographical validation of the scale. Practical implications – The scale developed is an instrument that can be used to measure one of the most important constructs of bank customers, the customer perceived value, and can be used by academic researchers and also by bank managers. Originality/value – The study brings a contribution not yet present in the main international literature, since no other study with complete development of a multidimensional perceived value measurement scale was identified, and can become a reference for other similar studies in the banking context.

O consumo colaborativo uma tendncia global e em crescimento alavancado por motivaes individuais e questes ambientais, sociais e econmicas presentes no cotidiano das pessoas, como uma forma de fomentar um consumo mais consciente e sustentvel. Dentre as prticas de consumo colaborativo, o compartilhamento de bicicletas o mais praticado mundialmente. Considerando a influncia dos valores pessoais no comportamento do consumidor, essa pesquisa tem por objetivo analisar as relaes entre os valores pessoais dos consumidores e o consumo colaborativo de bicicletas compartilhadas. Para tanto, em relao aos consumidores de bicicletas compartilhadas, identificam-se seus valores pessoais; suas motivaes; e seus perfis, bem como se investiga a relao entre valores pessoais e consumo colaborativo. Trata-se de uma pesquisa quantitativa, descritiva, realizada por meio de uma survey com 172 usurios do sistema de compartilhamento de bicicletas de Fortaleza, o Bicicletar. Para tal, utiliza-se anlise fatorial exploratria, anlise de clusters e regresso linear. Os resultados indicam que os valores pessoais preponderantes dos usurios so autodeterminao e estimulao; a principal motivao para o uso do sistema compartilhado a economia de custos e tempo; h 3 perfis de consumidores, porm, de forma geral, a bicicleta compartilhada utilizada prioritariamente para fins de lazer aos finais de semana, por pessoas jovens, com faixa de renda intermediria e com alto nvel de escolaridade, ratificando estudos anteriores. Os valores pessoais dos consumidores de bicicleta compartilhada influenciam de forma pouco significativa o consumo colaborativo. Sugere-se ao governo o desenvolvimento de polticas pblicas que fomente essa forma de mobilidade sustentvel.

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