Cultural Dynamics and Sustainable Consumption: a Perception of Brazilian Students in Germany

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DOI:

https://doi.org/10.24857/rgsa.v15i1.2714

Keywords:

Consumer behavior, Cross-cultural, Material culture, Communication

Abstract

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.

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Author Biographies

Iveltyma Roosemalen Passos Ibiapina, Universidade Estadual do Ceará (UECE)

Doutorando em Administração na Universidade Estadual do Ceará (UECE), Mestre em Administração e Controladoria pela Universidade Federal do Ceará (UFC). Pesquisador no Laboratório de Estudos para Sociedade Sustentável (LESS).

Sérgio Henrique de Oliveira Lima, Universidade Federal do Cariri (UFCA)

Doutor em Administração e Controladoria pela Universidade Federal do Ceará (UFC). Professor Adjunto do Centro de Ciências Sociais Aplicadas da Universidade Federal do Cariri (CCSA-UFCA) e Professor do Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará (PPGA-UECE). Pesquisador no Laboratório de Estudos para Sociedade Sustentável (LESS).

Áurio Lúcio Leocádio, Universidade Federal do Ceará (UFC)

Pós-doutor em Gestão Internacional pela Escola Superior de propaganda e Marketing (ESPM-SP). Doutor em Administração pela Universidade de São Paulo (USP). Professor Adjunto da Faculdade de Economia, Administração, Atuárias e Contabilidade da Universidade Federal do Ceará (FEAAC-UFC) e Professor do Programa de Pós-Graduação em Administração e Controladoria da Universidade Federal do Ceará (PPAC-UFC). Coordenador do Laboratório de Estudos para Sociedade Sustentável (LESS).

Diego Sampaio Vasconcelos Ramalho Lima, Instituto Federal de Educação, Ciência e Tecnologia do Ceará (IFCE)

Mestre e Doutorando em Administração e Controladoria pela Universidade Federal do Ceará (UFC). Professor do Curso de Administração do Instituto Federal de Educação, Ciência e Tecnologia do Ceará (IFCE).

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Published

2021-09-28

How to Cite

Ibiapina, I. R. P., Lima, S. H. de O., Leocádio, Áurio L., & Lima, D. S. V. R. (2021). Cultural Dynamics and Sustainable Consumption: a Perception of Brazilian Students in Germany. Revista De Gestão Social E Ambiental, 15, e02714. https://doi.org/10.24857/rgsa.v15i1.2714

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