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Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs

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Abstract

The primary purpose of this study is to link the effects of consumer personality traits (antecedents) on green buying intention (consequences) via the mediating variable of consumer ethical beliefs so as to extend the context of green buying intentions with consumer ethics literatures. Based on a survey of 545 Taiwanese respondents, consumer personality traits were found to significantly affect consumer ethical beliefs. The results also indicate that some dimensions of consumer ethical beliefs significantly predict consumer intention to buy green products. Generally speaking, this study enhances our knowledge of consumers’ ethical decision-making in the context of green consumption behaviors. Theoretical and managerial implications, limitations, and future research are also provided.

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Acknowledgments

The authors would like to thank the two anonymous reviewers for their valuable comments. Professor Gregory Rose, Associate Dean of Milgard School of Business, University of Washington, is very much appreciated for providing valuable contribution toward proof-reading this article and editorial assistance.

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Authors and Affiliations

  1. Department of Business Administration, School of Management, National Chung Cheng University, 168 Univ. Road, San-Hsing, Ming-Hsiung, Chia-Yi, 62102, Taiwan

    Long-Chuan Lu & Hsiu-Hua Chang

  2. China Biotech Corporation, 10 33rd. Road, Taichung Industrial Park, Taichung, Taiwan

    Alan Chang

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  1. Long-Chuan Lu
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  2. Hsiu-Hua Chang
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Correspondence to Long-Chuan Lu.

Appendix: The Measurement Items

Appendix: The Measurement Items

Green Buying Intention

  1. 1.

    I make a special effort to buy paper and plastic products that are made from recycled materials

  2. 2.

    I have switched products for ecological reasons

  3. 3.

    When I have a choice between two equal products, I purchase the one less harmful to other people and the environment

Consumer Ethics

Actively Benefiting from Illegal Activities

  1. 1.

    Giving misleading price information to a clerk for an unpriced item

  2. 2.

    Using the SIM card that does not belong to you

  3. 3.

    Drinking a can of soda in a store without paying for it

  4. 4.

    Reporting a lost item as “stolen” to an insurance company in order to collect the insurance money

Passively Benefiting Activities

  1. 1.

    Lying about a child’s age to get a lower price

  2. 2.

    Not saying anything when the waiter or waitress miscalculates a bill in your favor

  3. 3.

    Getting too much change and not saying anything

  4. 4.

    Observing someone shoplifting and ignoring it

Actively Benefiting from Deceptive Activities

  1. 1.

    Using an expired coupon for merchandise

  2. 2.

    Using a coupon for merchandise you did not buy

  3. 3.

    Stretching the truth on an income tax return

No Harm/No Foul Activities

  1. 1.

    Installing software on your computer without buying it

  2. 2.

    “Burning” a CD rather than buying it

  3. 3.

    Returning merchandise after buying it and not liking it

  4. 4.

    Downloading music from the internet instead of buying it

Recycling Awareness Activities

  1. 1.

    Buying products labeled as “environmentally friendly” even if they don’t work as well as competing goods

  2. 2.

    Purchasing something made of recycled materials even though it is more expensive

  3. 3.

    Buying only from companies that have a strong record of protecting environment

  4. 4.

    Recycling materials such as cans, bottles, newspapers, etc.

Doing Good Activities

  1. 1.

    Returning to the store and paying for an item that the cashier mistakenly did not charge you for

  2. 2.

    Correcting a bill that has been miscalculated in your favor

  3. 3.

    Giving a larger than expected tip to a waiter or waitress

  4. 4.

    Not purchasing product from companies that you believe don’s treat their employees fairly

Individualism

  1. 1.

    It is important for me that I have considerable freedom to adopt my own approach to the job

  2. 2.

    It is better to work in a group than alone (It denotes a reverse item)

  3. 3.

    Groups make better decisions than individuals (It denotes a reverse item)

  4. 4.

    I prefer to be responsible for my own decisions

Attitude Toward Business

  1. 1.

    Most companies are concerned about their customers

  2. 2.

    In general, I am satisfied with most of the products I buy

  3. 3.

    What most products claim to do and what they actually do are two different things

  4. 4.

    The business community has helped raise our country’s standard of living

Loyalty Proneness

  1. 1.

    Generally, I am someone who likes to be a regular customer of a green product store

  2. 2.

    Generally, I am someone who wants to be a steady customer of the same green product store

  3. 3.

    Generally, I am someone who is willing to “go the extra mile” to purchase at the same green product store

  4. 4.

    Even if the green product store is more difficult to reach, I would still keep buying there

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Lu, LC., Chang, HH. & Chang, A. Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs. J Bus Ethics 127, 205–219 (2015). https://doi.org/10.1007/s10551-013-2024-4

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