The role of individual values in the behavior of using discount coupons

Purpose – The research analyzed the determinants (Performance Expectation, Expectation of Effort, Social Influence, Facilitating Conditions, Hedonic Motivation, Value and Habit) intention behavior using online discount coupons, through UTAUT2 in Brazilian context. Design/methodology/approach survey was adopted with an instrument adapted from Yang (2010) Christino et al. (2019) validated by experts. Made available online, collected 309 responses for analysis structural equation modeling technique. Findings results positive relationships Perceived Value, Habit Performance - highest’s coefficients. influence on Effort Influence has not been validated. Research limitations/implications cannot be generalized to all individuals, addition considering recognized international literature. For this reason, suggestions are made continuing deepening research. Practical implications contribute indicating main perceptions that lead use which performance expectation habit. Thus, managers can develop their sales strategies such factors while society establish more sustainable purchases. Originality/value discusses context explain grouped together unprecedented