Unravelling the Personality Traits moderated by Locus of Control of Green Products: A Conceptual Analysis

摘要

Green products can be connoted as recyclable, biodegradable, less energy consuming with no trace of harmful emission, polluting the environment. Increase in degradation of the natural environment, has led to the evolution of green products. The objective of this paper is to fill in the research gap, in context of understanding the personality traits of the green product users in the Indian context. There exists no empirical evidence, as per the documented literature, which has investigated the personality traits of the users of green products, in the Indian marketplace. Therefore, it becomes imperative to understand the personality traits that have an impact on the purchase intention of the green products amongst the consumers. In order to fill this void, the study is proposed, which explores the different personality traits that of novelty seekers and rational consumers, moderated by locus of control. The paper, further, offers implications for the marketers, as how to frame their marketing and promotional strategies to stimulate the consumers in buying green products.