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 I More
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.
Manuscript profile