Resumo A doação de órgãos é uma temática que vem sendo explorada por pesquisadores de marketing nos últimos anos. Trata-se de um assunto socialmente relevante, em função dos desafios enfrentados por indivíduos que precisam de doação de órgãos no Brasil. A chance de encontrar medula compatível no país é de uma em cem mil. Diante disso, esta pesquisa tem o objetivo de analisar os fatores que antecedem a intenção dos indivíduos em realizar o cadastro de doação de medula óssea. Utilizou-se a Teoria do Comportamento Planejado como suporte ao desenvolvimento de um modelo conceitual, que foi testado empiricamente por meio da aplicação de 335 questionários. Os resultados da Modelagem de Equações Estruturais apontam que a atitude e o controle comportamental percebidos possuem relação positiva com a intenção comportamental de realizar o cadastro para doação de medula. Também foi constatado que as pessoas que possuem informações sobre o processo de doação de órgãos esboçam uma atitude positiva para a realização do cadastro. Entretanto, a norma subjetiva não possui relação significativa com esta intenção comportamental. Com base no modelo ajustado, constatou-se que as campanhas de marketing social devem, além de informar os potenciais doadores sobre o processo de doação, reforçar que esta ação é essencial para a saúde dos pacientes que precisam do transplante.

PurposeThe present study has the general objective to verify the myopia level of Management students from different cultures.Design/methodology/approach For that purpose, the methodology chosen was, as for means, quantitative and qualitative, and as for purposes, exploratory and descriptive. The primary data were collected through questionnaires and interviews applied with Brazilian and German Management students.Findings Regarding the results, it was observed that the students of both countries have similar attitudes and behaviors concerning sustainability; moreover, it was verified moderate myopia concerning the environmental behavior of the students inside both universities despite cultural differences.Research limitations/implications The present study cannot generalize the results for the universe Brazil and Germany, one of the limitations of the study being the cult-unit researched. Only Management students of the two countries were studied, besides being sampled for convenience.Social implications In Bremen, the resource economy is cultural it was developed especially in the post-war periods with the restrictions imposed on the country. On the other side of the comparison, we have Fortaleza, a city in northeastern Brazil. The scourge of northeastern droughts has led the region to develop a culture of water and resource-saving.Originality/valueThe study empirically tested a new concept related to sustainability with people from two countries with different realities. The consumer myopia identifies the short-term view of consumers concerned only with their immediate personal satisfaction, and who do not envisage the possibility of allying this satisfaction with sustainability in the long term.

The present study analyzed the influence of cultural determinants on the sustainable consumption behavior of individuals temporarily immersed in a foreign culture. Based on the framework proposed by Ceglia et al. (2015) for cross-cultural research on sustainable consumption, the study investigated the influence of material culture and communication and language systems on the sustainable consumption behavior of Brazilian exchange students living in Germany. The research adopted a qualitative interpretive design through an exploratory and descriptive approach. Data were collected through participant and non-participant observations and in-depth interviews with ten business students (six women) aged between 22 and 26. Students had to have studied at German universities for at least one semester to participate in the study. The results show that participants perceive the influence of cultural differences on their consumption behavior. In addition, both material culture (e.g., objects, institutions, and organizations) and language and communication systems (e.g., verbal and non-verbal communication) influence their sustainable consumption practices. Ultimately, this configures a dynamic process of adaptation to the new cultural context in which they live. The study innovates by bringing an empirical analysis of yet ill-understood cultural components. Such efforts complement current research and try to consolidate a broader cross-cultural research agenda on sustainable consumption.

This study aimed to investigate the relationship between cultural components and municipal solid waste (MSW) disposal individual practices in the context of Brazilian and German university students. To achieve this goal, we chose to conduct qualitative research with ethnographic inspiration, exploratory and descriptive nature. For one year, the authors collected data through participant and non-participant observations, interviews and photographs from both countries. The results showed that waste disposal is a constant concern in Germany. Waste separation for recycling is cultural and is the primary waste disposal practice in the country. In Brazil, the primary practice is to dispose of all waste in just one bin. Several elements of the cultural components are involved in these practices, revealing a significant sustainable cultural difference between the two countries. One of the limitations of the study is Brazil itself. Brazil is a continental and multi-cultural country. The results present a perceived country general view; but maybe in other cities inside Brazil, some differences could be present. As an empirical contribution, the study presents a lack of public policy and gives suggestions to improve the structure (material culture) and communication (and language) of the practices through actions. These actions can be the implementation of the selective collection in the city, improved enforcement of laws or even new public policies aimed at waste management. The originality of the article consists in investigating and comparing the disposal practices of MSW of Brazilian and German students in the light of culture. This study innovates bringing an empirical analysis of cultural components little studied.

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