The Influence of Personality Traits on Intention to Purchase Green Products

Abstract

Resource depletion and environmental degradation are moving society toward a hierarchical model of environmental concerns and green purchase intention. Companies and individuals have not only been awakened to these issues but also begun taking action. This study is designed to evaluate the role of personality traits on green purchases. Based on Mowen’s 3M model, this study identifies environmental concern, perceived value and green purchase attitude as three of the mediating variables that mediate the influence of personality traits on green purchase intention. Results indicated that the Big-five traits significantly influence environmental concern, perceived value, and green purchase attitudes, further influencing consumers’ green purchase intention. Since previous studies rarely identify the influences of personality traits and other mediation variables on green purchases, the findings presented in this study provide new insight into the determinants of green purchase intention and provides a springboard for future exploration of this subject.