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Abstract
Currently, mobile applications (popularly known as apps) with green features are presenting new opportunities and alternatives to society regarding green consumption. This study aims to analyze perceived values based on consumer behavior literature regarding technological values (hedonic, utilitarian, and social) and green values (egoistic and biospheric), which influence usage intention regarding green apps. We assume that consumers are influenced by green features in the technological environment, depending on their values and experiences. To examine this phenomenon, the netnographic technique was used to extract information concerning consumers’ perceived values by analyzing discussion forums and social networks in the US and Brazil. Following data collection, content analysis was conducted on the discussions in order to codify and categorize consumer groups. To complement the Brazilian analysis developed, interviews were conducted with six specific consumers regarding consumption features so as to better understand these users’ perceptions. The results highlight two main categories of consumer with four subcategories, demonstrating an association between technological and green values. The results contribute to new product development, new technological applications, and comprehension of perceived values (green and technological) in consumer behavior studies within our current market environment.