||Green buying or conspicuous consumption? Investigating the association between consumer personality and intention of green purchase
||Institute of International Business
This study aims to understand the relationship between a consumer’s personality traits and their purchase intention of eco-friendly products. This study used four personality traits (narcissism, materialism, conformity and vanity) which had been found to positively associate with luxury product purchasing; and investigated how product conspicuousness changes the influences of the four personality traits on intentions to purchase eco-friendly products.
The set of hypotheses was tested by using an online survey on 300 subjects on Mturk. Two forms of survey address high versus low degrees of product conspicuousness as a boundary condition for the focal research model. Results showed that narcissist and vain consumers have positive relationships with eco-friendly product purchasing. Also, the relationships were enhanced by the degree of product conspicuousness. However, materialism and conformity are not significant factors associated with the extent of purchase intention on eco-friendly products. Their associations were not moderated by the degree of product conspicuousness either. This study also provides practical suggestions for green companies in their future strategies.
LIST OF FIGURES V
CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND 1
1.2 RESEARCH QUESTION AND OBJECTIVES 2
1.3 RESEARCH IMPORTANCE 3
CHAPTER 2 LITERATURE REVIEW 5
2.1 PERSONALITY 5
2.2 PRODUCT CONSPICIOUSNESS 6
2.3 PURCHASE INTENTION 7
2.4 PERSONALITY AND PRODUCTS’ CONSPICUOUSS 7
2.4.1 Narcissism 8
2.4.2 Materialism 10
2.4.3 Conformity 12
2.4.4 Vanity 13
2.5 RESEARCH MODEL 15
CHAPTER 3 RESEARCH DESIGN AND METHODOLOGY 17
3.1 RESEARCH DESIGN 17
3.1.1 The First Pre-test 18
3.1.2 The Second Pre-test 19
3.2 MEASUREMENT 21
3.2.1 Narcissism 21
3.2.2 Materialism 22
3.2.3 Conformity 23
3.2.4 Vanity 25
3.2.5 Product’s conspicuousness 27
3.2.6 Purchase intention on eco-friendly product 27
3.2.7 Control variables 28
3.3 CHOICE OF STATISTICAL TESTS 28
3.3.1 T-test 29
3.3.2 Multiple Linear Regression 29
CHAPTER 4 RESEARCH RESULTS 30
4.1 DESCRIPTIVE ANALYSIS 30
4.2 MULTICOLLINEARITY TEST 31
4.4 RESIDUAL TEST 32
4.4.1 Normality 33
4.4.2 Independency 33
4.4.3 Heteroscedasticity test 33
4.5 RELIABILITY 34
4.6 HYPOTHESIS TESTING 35
4.6.1 Personality traits on eco-friendly product purchasing 36
4.6.2 The influence of product conspicuousness 37
CHAPTER 5 CONCLUSION AND DISCUSSION 40
5.1 DISCUSSION 40
5.1.1 Personality traits on eco-friendly product’s purchasing 40
5.1.2 Product Conspicuousness 42
5.2 MANAGERIAL IMPLICATION 44
5.3 THEORETICAL AND MANAGERIAL CONTRIBUTIONS 45
5.4 LIMITATION AND FUTURE RESEARCH RECOMMENDATIONS 46
LIST OF TABLES
TABLE 3.1 RESULT OF THE FIRST PRE-TEST 18
TABLE 3-2 RELIABILITY ANALYSES 20
TABLE 3.3 NARCISSISM SCALE 22
TABLE 3.4 MATERIALISM SCALE 23
TABLE 3.5 CONFORMITY SCALE 24
TABLE 3.6 VANITY SCALE 25
TABLE 3.7 PRODUCT CONSPICUOUSNESS SCALE 27
TABLE 3.8 PURCHASE INTENTION SCALE 27
TABLE 3.9 CONTROL VARIABLE SCALE 28
TABLE 4-1 DESCRIPTIVE ANALYSIS 31
TABLE 4-2 MEAN, STANDARD DEVIATION AND CORRELATIONS 32
TABLE 4-3 RELIABILITY ANALYSES 34
TABLE 4-4 RESULT OF REGRESSION ANALYSIS 35
TABLE 4-5 SUMMARY OF STUDY RESULTS 38
List of Figures
FIG 2.1 RESEARCH MODEL 16
FIG 4-1 RESIDUAL PLOTS 34
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