Big Five Personality Traits and Green Purchasing Behavior in Iranian Market
الموضوعات :Ali Manafi 1 , Behnam Nowrouzi 2 , Pegah Mohammadi 3
1 - Islamic Azad University of Iran manafi_@yahoo.com
2 - Islamic Azad University of Iran
3 - Islamic Azad University of Iran
الکلمات المفتاحية:
ملخص المقالة :
This research aims to find how big five personality traits (extraversion, agreeableness, openness to experience, conscientiousness, and neuroticism) affect green purchasing behavior in Iranian market. In this regard, 21 hypermarkets in the five big cities of Iran were studied. 350 questionnaires were distributed, but 312 of them were usable for multiple regression analysis. The results showed that all personality traits have significant and positive eefect on green purchasing behavior.