This study had the objective of exploring the relationship between the intention of consumer behavior and human values approaching subjects as environmental protection and the protection of other people. They had participated of the study university with average age of 21 years (s.d. = 4.6) and a majority was females (72.4%). The students had collectively answered in classroom a questionnaire with objective questions on social behavior. The results had pointed with respect to importance of the human values in the understanding of the underlying processes to the intention of purchase of the consumers considering the social aspects measured. The category of central values explained 3% of the variance for environmental concern; 4% for concern with recycling; and for social concern the explained variance was of 5%. Such results had indicated that the typology of human values presented coherence in the explanation of the studied construct and that an understandable relationship between them exists.
Intention of purchase; Human values; Responsible conduct
