GREEN PRODUCTS: A CROSS-CULTURAL STUDY OF ATTITUDE, INTENTION AND PURCHASE BEHAVIOR

Originality/value: The relevance includes a cross-cultural study between Brazil and Canada and its possible use as a tool for educators in the Business area seeking to develop curricula that will prepare students for future roles in management.

The study may also stimulate other research on green product markets. Moreover, it should be useful to managers in developing corporate environmental management systems in large and small organizations, as well as to professionals seeking to develop marketing strategies based on the behavior of their consumers. Design/methodology/approach: Data analyses were conducted using confirmatory factor analysis and structural equation modeling.