Exploring the Role of Lifestyle and Personality in Predicting the Green Buying Intentions of Responsible Consumers

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.