Why does uname -m report differently in chroot and schroot environment?

I am running Ubuntu 14.04.2, 64 bit host system. Using debootstrap, I installed a minimal Ubuntu 14.04.2, 32 bit system in trusty32 directory. This is what my schroot configuration look like: [trusty_i386] description=Ubuntu 14.04 Trusty for i386 directory=/home/dipanjan/trusty32 personality=linux32 root-users=dipanjan type=directory users=dipanjan I logged in to the 32-bit jail once using chroot, next time using schroot. Astonishingly, the output of uname -m differs. In chroot session, x86_64 (host system architecture) is returned while in schroot session, i686 (guest system architecture) is returned. Can someone explain this discrepancy? $ sudo chroot trusty32/ (trusty_i386)root@dipanjan-OptiPlex-960:/# uname -m x86_64 (trusty_i386)root@dipanjan-OptiPlex-960:/# exit exit $ schroot -c trusty_i386 (trusty_i386)dipanjan@dipanjan-OptiPlex-960:~$ uname -m i686 (trusty_i386)dipanjan@dipanjan-OptiPlex-960:~$ exit logout