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

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.