Purpose The purpose of this paper is to investigate how consumers’ altruistic values influence their personal norms … hypothetic-deductive approach. A unique conceptual model examines the role of consumers’ altruistic values in relation to their … equation modelling revealed that consumers’ altruistic values tend to positively influence their personal norms, environmental …

of altruistic values held by consumers. Two classes of consumer reactions are considered: intentions to (1) say positive …