Influence of personality on ecological consumer behaviour

Elena Fraj Andrés · Eva Martínez

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Environmental Sustainability in Business Personality Traits and Psychology Environmental Education and Sustainability

Abstract

Abstract We have recently seen the appearance of many studies which attempt to discover the behaviour patterns of ecological consumers. For that reason, it seems necessary to analyse the variables that shape this consumer profile. In this study, we have focused on psychographic variables and, in particular, on personality features. Following a survey with a random sample of 573 individuals, we designed a theoretical model which included the Big‐Five Factor Structure scale and the environmental attitude dimension referred to as “actual commitment” to measure personality and ecological behaviour, respectively. We carried out several principal factor analyses in order to validate these scales and afterwards, we performed a structural equation analysis and a logit analysis. Findings support our hypotheses since they reveal that personality is a multifaceted concept, which is positively related to ecological behaviour. Firms should focus on those people who are characterised by personality features such as extroversion, agreeableness and conscientiousness in order to persuade them to demand their products. Copyright © 2006 John Wiley & Sons, Ltd.

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1989EQS : structural equations program manual 1990An alternative "description of personality": The Big-Five factor structure.2000Multivariate Data Analysis 2001Targeting consumers who are willing to pay more for environmentally friendly products 1988A structural equation test of the value-attitude-behavior hierarchy.1991The use of lisrel in validating marketing constructs 2003Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation 2001Determinants of Chinese consumers' green purchase behavior

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