• How Personality And Environmental Concern Affect Consumer Values, Attitudes, And Behavior Formation Toward Green Products: An Application Of The 3M Hierarchical Model

Abstract

This study attempts to find out the reasons and motivations that underlie consumer purchase intentions toward green products. This study extends the concept of Mowen’s (2000) Meta-theoretic Model of Motivation (aka, the 3M Model) to develop a hierarchical model of green purchase intention. The results indicate that of the Big Five personality traits, emotional instability has a negative relationship with environmental concern, whereas conscientiousness and openness to experience both positively influence it. Furthermore, environmental concernhas a significantly positive relationship with perceived values toward green purchases. Green purchase attitude also serves as a critical mediator in the relationship between perceived value and green purchase intention.

Keywords: 3M Model, Environmental Concern, Perceived Value, Green Purchase Attitude, Green Purchase Intention