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Unearthing the effects of personality traits on consumer’s attitude and intention to buy green products

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  • Ying Sun

    (University of Science and Technology of China)

  • Shanyong Wang

    (University of Science and Technology of China)

  • Lan Gao

    (University of Science and Technology of China)

  • Jun Li

    (University of Science and Technology of China)

Abstract

Consumer’s green buying behavior has a significant effect on achieving global sustainable development. Based on this condition, the present study aimed to explore the effects of individual’s personality traits on consumer’s attitude toward green buying and intention to buy green products. Questionnaires survey method was employed to collect data, from Chinese consumers, and the data were analyzed by using SPSS software and Smart-PLS 2.0. The results indicated that the personality traits of extraversion, agreeableness, openness to experience and conscientiousness positively affect consumer’s attitude toward green buying. Consumer’s attitude, conscientiousness, openness to experience and extraversion affect consumer’s intention to buy green products positively and significantly. Furthermore, a multi-group SEM (structural equation model) analysis was conducted to explore the impacts of several demographic variables (such as age, gender and birthplace) on the relationships between personality traits, attitude and intention. The results indicated that the effects of agreeableness and conscientiousness on attitude and the effects of agreeableness, conscientiousness and attitude on intention to buy green products are stronger in Gen Y, female and southern region subgroups. The effects of extraversion and openness to experience on attitude and intention to buy green products are stronger in non-Gen Y, male and northern region subgroups. Finally, this research discussed the implications and pointed out the suggestions for future research.

Suggested Citation

  • Ying Sun & Shanyong Wang & Lan Gao & Jun Li, 2018. "Unearthing the effects of personality traits on consumer’s attitude and intention to buy green products," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 93(1), pages 299-314, August.
    • Handle: RePEc:spr:nathaz:v:93:y:2018:i:1:d:10.1007_s11069-018-3301-4
    DOI: 10.1007/s11069-018-3301-4
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    Cited by:

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    2. Fontes Eva & Moreira António C. & Carlos Vera, 2021. "The influence of ecological concern on green purchase behavior," Management & Marketing, Sciendo, vol. 16(3), pages 246-267, September.
    3. Yaser Sobhanifard & Seyed Mohammad Saleh Hashemi Apourvari, 2022. "Environmental sustainable development through modeling and ranking of influential factors of reference groups on consumer behavior of green products: The case of Iran," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(5), pages 1294-1312, October.
    4. Qian-Cheng Wang & Yi-Xuan Wang & Izzy Yi Jian & Hsi-Hsien Wei & Xuan Liu & Yao-Tian Ma, 2020. "Exploring the “Energy-Saving Personality Traits” in the Office and Household Situation: An Empirical Study," Energies, MDPI, vol. 13(14), pages 1-17, July.
    5. Ma, Yuan & Liu, Changshan, 2023. "Emotional or rational choice: The influence of individual personality on energy-saving behavior," Energy Economics, Elsevier, vol. 124(C).
    6. Lan Gao & Feng Yang, 2023. "Do resource slack and green organizational climate moderate the relationships between institutional pressures and corporate environmental responsibility practices of SMEs in China?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(11), pages 13495-13520, November.

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