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This paper discusses the relationship between morality and engagement focused on the narratives about climate change. The goal of our research is to understand whether moral grounds identified in individuals and in narratives can influence youth's engagement in environmental debate and news consumption on climate change. Recognizing that people's perceptions of climate change are related to several factors, such as ideas, cultures, and values, we sought to understand whether there is a "green morality" or a prevalence of more responsive moral attributes in individuals when they are exposed to thinking about the environment. We use the Moral Foundations Theory to analyze comments on the environmental news on Twitter and a questionnaire adapted to the environment on moral grounds. The data were collected from Brazil and Portugal between 2021 and 2022. The overall results showed a high incidence of responses with Care/Harm and Fairness/Cheating, and an average incidence of responses related to Loyalty/Betrayal and Authority/Subversion. The results indicate that youngsters show a more prominent moral to care and environmental harm, as well as justice and responsibility, which may influence their interest in the consumption of environmental news and future engagement. In addition, there are factors, such as political issues, that can influence moral values and engagement. [ABSTRACT FROM AUTHOR]

This paper aimed to analyze the behavior of consumers from two countries (Brazil and the USA) with distinct cultural traits inserted in a co-creation scenario. For this, quantitative research was conducted through questions about profile and consumption, engagement, the anticipation of satisfaction, and purchase intention, in the context of customization of a shoe. The USA and Brazil were chosen as countries with low context and high context cultural profiles, respectively. We obtained 405 valid cases distributed between the two countries (147 Brazilians and 258 US citizens), separated into four different subgroups: Brazilians with prior co-creation experience (34), without prior co-creation experience (113), US citizens with experience prior co-creation (71) and no prior co-creation experience (187). The results showed that Brazilians are significantly more engaged compared to US citizens. However, US citizens scored higher on anticipation of satisfaction and purchase intent. In addition, it was observed that previous consumer co-creation experiences did not lead to distinct behavioral responses. [ABSTRACT FROM AUTHOR]