Kontribusi Extraversion, Neuroticism, dan Openness terhadap Green Buying Intention pada Konsumen di Era Sustainability
DOI:
https://doi.org/10.47747/snfmi.v3i1.3186Abstract
This study examines the contributions of the Big Five personality dimensions—Extraversion, Neuroticism, and Openness—to consumers' green buying intentions in the sustainability era. A quantitative approach was used, using questionnaires and multiple linear regression analysis. The results indicate that all three personality variables—Extraversion, Neuroticism, and Openness—influence consumers' purchase intentions for environmentally friendly products. These findings emphasize the important role of psychological factors in shaping sustainable consumption behavior, while also providing theoretical contributions to the development of consumer behavior science and managerial implications for sustainability-based marketing strategies.
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