Evaluation of Different Personalities in Terms of Sustainable Consumption Behavior: A Research on Type A and Type B Personality

Abstract

Purpose – Pondering on sustainability in order to make environmental, social and economic improving has become a common goal of many researchers nowadays. Determining the antecedents that cause individuals sustainable behaviors in their consumption has also become an important problem for those working on marketing. In this study, personality types effects on consumers' behaviors about sustainability was investigated. Design/Methodology/Approach – The study was conducted by adopting a quantitative research method and it was determined the participants' personality types categories as Type A or Type B. Data was collected by survey using personality inventory and sustainable consumption behavior scales. Afterwards, it was determined whether consumers on different personality type categories differed in terms of sustainable consumption behavior dimensions. In order to evaluate the consumers different personality types in terms of sustainable consumption behavior dimensions, hypothesis tests were carried out with the SPSS program. Findings – According to the findings, it was concluded that the dimensions of energy saving, waste reduction and fuel saving were significantly differs between A and B types of personality. And there is no difference between personality types on environmentally sensitive food preference behavior. According to the results, consumers with type A saves energy with very high levels. These consumers reduce wastes with high levels, chooses environmentally sensitive food with high levels and saves fuel with high levels. Type B consumerssaves energy high levels and preferences environmentally sensitive food with high levels and reduces wastes with moderate levels and saves fuel with moderate levels. Discussion – The study contributed to the literature by revealing the impact of personality, which affects individuals' behaviors, emotions and thoughts in different ways, on sustainable consumption, which are an important part of daily life practices. In this study, ıt is emphasized that individual differences are very important and suggested that when considered will be beneficial in market segmentation and marketing communication.