Conservation
Conservation value reflects ‘a need to preserve the status quo and the certainty it provides in relationships with close others, institutions, and traditions’ (Follows & Jobber, 2000). According to the authors, conformity refers to restraint on behaviour that can upset others or on behaviour that does not conform to social norms. Other authors refer to conservation as a social influence whereby individuals are concerned about the perception of others, such as, family and neighbours if they do not practice ER purchases (do Valle, Reis, Menezes & Rebelo, 2004). Items measuring conservation include conformity (restrained, self-disciplined and polite) and security (clean, neat and tidy).