Personal values and gift giving act: a proposed connection

Sérgio Cruz Passos; Ramon Silva Leite; Marcelo de Rezende Pinto

doi:10.18046/j.estger.2020.155.3539

Authors

Sérgio Cruz Passos Chief, Technology Officer, Take.net, Belo Horizonte, Brazil. https://orcid.org/0000-0003-1386-509X
Ramon Silva Leite Professor Adjunto IV, Programa de Pós-Graduação em Administração, Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Brazil https://orcid.org/0000-0003-2212-9510
Marcelo de Rezende Pinto Professor Adjunto IV, Programa de Pós-Graduação em Administração, Pontifícia Universidade Católica de Minas Gerais, Belo Horizonte, Brazil. https://orcid.org/0000-0002-3251-2460

DOI:

https://doi.org/10.18046/j.estger.2020.155.3539

Keywords:

gift giving, personal values, attitudes, consumer behavior

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.

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