The Big Five personality traits as predictors of organic food purchase intention: Evidence from an emerging market

Abstract

The personality of an individual is a strong behavioral determinant that can have a profound impact on consumption-related decisions. A sound understanding of consumers’ personality traits and their impact on their decision making can enhance the predictability of their consumption-related behaviors. Hence, the present research probes into the consumer's intention to purchase organic food in the context of an emerging market (India). Big five personality traits; agreeableness, extraversion, openness to experience, conscientiousness, and neuroticism (emotional stability) were taken into account to examine the relation between individual personality and buying intent for organic food. Through the survey method the data was collected from 646 respondents. The proposed theoretical model was empirically examined using the two-step approach. Firstly, validity and the reliability of the scale was assessed using measurement model (CFA) and then Structural model (SEM) was employed to test the hypothesized association between personality traits and buying intent for organic food.  The findings indicate that agreeableness, extraversion, openness to experience, conscientiousness, and neuroticism (emotional stability) correlate positively with buying intentions for organic food. This study is amongst the few attempts made for investigating the consumer behavior for organic food in an emerging market. Hence, it contributes to the consumer behavior literature and provides important insights to the marketers of organic food.