Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 14 September 2021
Issue publication date: 6 June 2022
Abstract
Purpose
This study examines the roles of Big Five personality traits, including conscientiousness, agreeableness, extraversion, neuroticism and openness to experience, in shaping green consumption behavior, as well as bridging the attitude-intention-behavior gap in environmentally friendly consumption and testing the gender differences between these associations.
Design/methodology/approach
A dataset of 611 consumers was collected by means of mall-intercept surveys in major Vietnamese cities. Structural equation modeling (SEM) via AMOS 24.0 was employed to test the proposed conceptual framework and hypotheses, while the PROCESS approach was utilized to estimate mediation standardized regression coefficients.
Findings
The study revealed that in addition to extraversion, other personality traits (agreeableness, conscientiousness, openness to experience and neuroticism) were strongly associated with green consumption. Moreover, attitude towards green products and intention to buy environmentally friendly products were determined to have key roles in explaining consumers' pro-environmental behavior. There was also a notable difference in the impact of personality traits on men's and women's green consumption.
Practical implications
This study provides useful recommendations for administrational practices seeking to understand consumer behavior, build appropriate marketing and communication campaigns and attract customers to buy environmentally friendly products.
Originality/value
This study makes efforts to resolve the attitude-intention-behavior gap, a recurring theme in the green consumption literature, as well as illustrates the significance of Big Five personality traits in explaining attitude, intention and behavior when purchasing green products. This research also demonstrates that Big Five personality traits have significantly different effects on green consumption attitudes and intention to carry out pro-behavioral consumption.
Keywords
Acknowledgements
The author(s) would like to thank the two anonymous reviewers for their insightful suggestions and careful reading of the manuscript. The article came into being within the project no. 339/QD-DHKTQD, financed by National Economics University, 2020.
Citation
Duong, C.D. (2022), "Big Five personality traits and green consumption: bridging the attitude-intention-behavior gap", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 6, pp. 1123-1144. https://doi.org/10.1108/APJML-04-2021-0276
Publisher
:Emerald Publishing Limited
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