Authors :
Vedant Bhrambhatt
Volume/Issue :
Volume 8 - 2023, Issue 11 - November
Google Scholar :
https://tinyurl.com/3p9c8tnk
Scribd :
https://tinyurl.com/2un3cdv2
DOI :
https://doi.org/10.5281/zenodo.10320047
Abstract :
With the increasing awareness about climate
crisis, the demand for sustainable goods commonly know
as Eco-products have increased. This opens a new
gateway for sustainability research that integrates
consumer behaviour, more specifically green consumer
behaviour. Personality traits are an important indicator
for marketers and manufacturers to predict consumer
behaviour related to various product categories. The
main aim of this study was to gain insights about the
personality traits shared by individuals with an intention
to make a green purchase. Personality analysis was done
using the Big 5 Test, with 60 items, that score on each of
the Big Five (OCEAN) personality traits; 1.
Agreeableness, 2. Conscientiousness 3. Extraversion, 4.
Neuroticism, and 5. Openness to experience. Along with
these five personality traits subject's Environmental
concern and Green purchase intention (GPI) were
assessed. Self assessment questionnaires based on 5
point likert scale were used to assess Environmental
concern and Green purchase intentions. Collected data
was analysed using JASP Descriptive analysis, t-test,
ANOVA, and correlation.All personality traits of the Big
Five (OCEAN) theory except Neuroticism, had a highly
significant correlation with Green Purchase intention.
Significant difference was seen between various socio-
demographic groups with respect to Environmental
concern.Results related to this study will be useful for
marketers and product manufacturers in understanding
their potential consumers who not only have high levels of
environmental concern but also those who have intentions
to make a green purchase. High levels of GPI also serves
as an incentive for manufacturers to prioritise the
production of Eco-friendly products.
Keywords :
Consumer Behaviour, Green Consumerism, Personality, Big 5 theory, Green Purchase intention.
With the increasing awareness about climate
crisis, the demand for sustainable goods commonly know
as Eco-products have increased. This opens a new
gateway for sustainability research that integrates
consumer behaviour, more specifically green consumer
behaviour. Personality traits are an important indicator
for marketers and manufacturers to predict consumer
behaviour related to various product categories. The
main aim of this study was to gain insights about the
personality traits shared by individuals with an intention
to make a green purchase. Personality analysis was done
using the Big 5 Test, with 60 items, that score on each of
the Big Five (OCEAN) personality traits; 1.
Agreeableness, 2. Conscientiousness 3. Extraversion, 4.
Neuroticism, and 5. Openness to experience. Along with
these five personality traits subject's Environmental
concern and Green purchase intention (GPI) were
assessed. Self assessment questionnaires based on 5
point likert scale were used to assess Environmental
concern and Green purchase intentions. Collected data
was analysed using JASP Descriptive analysis, t-test,
ANOVA, and correlation.All personality traits of the Big
Five (OCEAN) theory except Neuroticism, had a highly
significant correlation with Green Purchase intention.
Significant difference was seen between various socio-
demographic groups with respect to Environmental
concern.Results related to this study will be useful for
marketers and product manufacturers in understanding
their potential consumers who not only have high levels of
environmental concern but also those who have intentions
to make a green purchase. High levels of GPI also serves
as an incentive for manufacturers to prioritise the
production of Eco-friendly products.
Keywords :
Consumer Behaviour, Green Consumerism, Personality, Big 5 theory, Green Purchase intention.
