A STUDY REGARDING THE ANALYSIS OF THE IMPACT OF PERSONALITY TRAITS ON THE CONSCIOUS CONSUMPTION BEHAVIOR

Abstract

In brief terms, the conscious consumption is the action of the consumer through the sense of responsibility towards the environment and the society. In revealing the conscious consumption profile of the individuals, the personality traits are highly important. This study addresses the personality traits as the independent variable affecting the conscious consumption behavior. Although there is a variety of approaches regarding the measurement of the personality traits, the most widely used approach is the Five-Factor Personality Model explained by the dimensions of extraversion, conscientiousness, agreeableness, neuroticism and openness. The personality traits of extraversion, conscientiousness and agreeableness are included into this study. The adult female and male consumers living in the province of Corum constitute the population of this study. Within the scope of the research, the "convenience sampling", which is one of the nonrandom sampling methods, is employed. The number of the respondents was determined as 385 by considering that this number may represent the population of the study well. The hypotheses suggested in the research are tested by the structural equation modeling. The findings suggest that the personality traits of the individuals have a meaningful and positive impact on their conscious consumption behavior. The studies regarding the personality traits generally focus on education, management and behavior, and the studies focusing on marketing are more limited.