Influence of personality on ecological consumer behaviour

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.