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Exploring the Role of Lifestyle and Personality in Predicting the Green Buying Intentions of Responsible Consumers: Sustainability Insights From an Emerging Economy
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Author(s): Balween Kaur (DAV College for Women, Ferozepur, India)and Veer P. Gangwar (Lovely Professional University, India)
Copyright: 2023
Pages: 16
Source title:
Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future
Source Author(s)/Editor(s): Reason Masengu (Middle East College, Muscat, Oman), Stanilas Bigirimana (Africa University, Zimbabwe), Option Takunda Chiwaridzo (University of Science and Technology Beijing, Beijing, China), Ruzive Bensson (Modern College of Business and Science, Oman)and Christina Blossom (Middle East College, Oman)
DOI: 10.4018/979-8-3693-0019-0.ch026
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Abstract
The present study seeks to investigate the impact of lifestyle and personality of Indian millennials on their buying intentions towards sustainable personal care products. The target population is Indian millennials who are in age range of 24 years to 40 years. The sample size has been calculated as 385. Primary data has been collected using a self-administered questionnaire. SPSS software has been used to apply multiple regression techniques to elucidate the relation between two independent variables (lifestyle and personality) and one dependent variable (green buying intention). Findings suggest that both lifestyle and personality exert a low impact on buying intentions of Indian millennials towards green personal care products, which shows that sustainability related lifestyle and personality traits of consumers have a favourable but low impact of buying intentions. The study argues that sustainable personality and lifestyle traits are influencing green buying intentions of Indian consumers but with a low magnitude.
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