| Summary: | The study aimed to evaluate the influence of human values in the conscious ecological behavior of consumers in an emerging country. As literature shows, the understanding of the personal motivations to take ecological behaviors is important not only to academic purposes but also for public policymakers and managers. The literature review also showed a lack of understanding about the relationship of human values and consumers’ ecological behavior, especially in emerging countries. The present research aimed to fill this gap using a survey conducted in Brazil (N = 359), to identify the human values influence in ecological behavior. Statistical analysis such as EFA, CFA, and structural equation modeling were performed. Results presented both convergent and divergent results with the existing theory, especially related to understanding ecological behavior dimensions and the significative influence of universalism values on this behavior. The present research, in addition, to fulfilling the literature gap related to emerging countries, also serves as a base for policymakers to understand and develop policies based on human values to increase the level of awareness of its citizens.
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