Journal of Business Ethics

, Volume 127, Issue 1, pp 205–219 | Cite as

Consumer Personality and Green Buying Intention: The Mediate Role of Consumer Ethical Beliefs

  • Long-Chuan LuEmail author
  • Hsiu-Hua Chang
  • Alan Chang


The primary purpose of this study is to link the effects of consumer personality traits (antecedents) on green buying intention (consequences) via the mediating variable of consumer ethical beliefs so as to extend the context of green buying intentions with consumer ethics literatures. Based on a survey of 545 Taiwanese respondents, consumer personality traits were found to significantly affect consumer ethical beliefs. The results also indicate that some dimensions of consumer ethical beliefs significantly predict consumer intention to buy green products. Generally speaking, this study enhances our knowledge of consumers’ ethical decision-making in the context of green consumption behaviors. Theoretical and managerial implications, limitations, and future research are also provided.


Consumer ethics Individualism Attitudes toward business Loyalty proneness Green product 



The authors would like to thank the two anonymous reviewers for their valuable comments. Professor Gregory Rose, Associate Dean of Milgard School of Business, University of Washington, is very much appreciated for providing valuable contribution toward proof-reading this article and editorial assistance.


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© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  1. 1.Department of Business Administration, School of ManagementNational Chung Cheng UniversityMing-HsiungTaiwan
  2. 2.China Biotech CorporationTaichungTaiwan

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