Pinto, Diego CostaMarques, Mariana Vasconcelos Taxa Tenreiro2021-12-162021-12-162021-11-29http://hdl.handle.net/10362/129292Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceGuaranteeing the future of the planet becomes ever more urgent as population increases and resources become scarce. Moving towards green consumption habits proposes one of the solutions, thus, understanding its drivers is crucial. The present research assesses the effects of green perceived value and altruism types on sustainable buying intentions, behaviour and willingness to pay and investigates differences between generations: Baby Boomers, Generation X and Millennials and Centennials. Findings suggest altruism, namely pure altruism, to be the main driver for sustainable buying intentions and behaviour and reveals that the generations furthest apart (Baby Boomers and Millennials and Centennials) present the main difference against Generation X.engGreen consumptionGreen Perceived ValueAltruismGenerationsmaster thesis202816680