Personal values and gift giving act: a proposed connection

Ramon Silva Leite (), Sérgio Cruz Passos () and Marcelo de Rezende Pinto ()

Estudios Gerenciales, 2020, vol. 36, issue 155, 218-228

Abstract: The consumption of gifts is relevant and many commerce sales are carried out during traditional times of gift-giving, such as Christmas. The objective of this paper is to propose and validate a model that measures the influence of personal values in the act of gift giving, also considering the role of gender in these relationships. A survey was carried out on 1,085 consumers. Through structural equation modeling with partial least squares (SEM-PLS), it was verified that the gift giving act is influenced by five personal values: self-direction, hedonism, tradition, achievement, and power. The results show that personal values can be used to predict the behavior of gifting. This study integrates Gift-Giving Theory and Personal Values Theory to better understand consumer attitudes and behaviors.

Keywords: gift giving; personal values; attitudes; consumer behavior. (search for similar items in EconPapers)
JEL-codes: D11 D91 M31 (search for similar items in EconPapers)
Date: 2020
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https://doi.org/10.18046/j.estger.2020.155.3539

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Persistent link: https://EconPapers.repec.org/RePEc:col:000129:018339

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