INTRODUCTION

The jargon ‘green products’ is a fancy term used for environmentally friendly and sustainable products, that are not only safe for consumption but are degradable. Green products can be connoted by different authors in different context, depending on the level of education, knowledge and their awareness level. Amatruda (2016) posits that green products can be identified as highly durable products with recycled content or rapidly-renewable materials having low emissions. Lampo and Leong (2014) entitled green products as ‘not harmful’, ‘healthy’, ‘save the earth’, ‘reduce pollution’, ‘good or significant’, ‘recycling’ and ‘saving money’.

Consequently, it can be concluded that green products can be defined depending on one’s own perception previous purchase experience.

Presently, consumers have become not only quality-conscious but in unison have become environmental conscious as well. Ritter et al. (2014) documented that estimated market share for green products were less than 4% worldwide. Janicke (2012) focused on the need of green consumption as a tool to economic growth. Thus, taking into account the sustained growth, there is a huge potential of green products. In addition, the increased awareness and knowledge amongst the consumer group has raised the demand of the green products. Prior studies pertaining to the Green Products have been conducted woldwide - Taiwan (Chen and Chang, 2013), Germany (Gesiot, 2012), UAE (Cherian and Jacob, 2012), Indonesia (Khoiriyah and Toro, 2013), Middle East (Dagher and Itani, 2012), UK (Hwang, McDonald and Oates, 2008) etc. Despite the high potential of demand for the green products, trivial is known about the green consumption behaviour of the Indian consumer. To efficiently and effectively tap this segment, it becomes pertinent for the marketers to comprehend the personality traits of the green consumers. Paucity of studies conducted regarding the consumption pattern of green products, in the Indian context has paved way for the present study, to conceptualise the framework.

Purpose and Rationale for the study:

The objective of the study is twofold- to investigate the different personality traits moderated by locus of control, resulting in green consumption. Secondly, to explore the research gaps existing in the literature. Prior studies relating to Green products focus on various dimensions but there exist hardly any studies, investigating the personality traits in the Indian scenario, thus, compelling to explore the research gaps by referring to the literature, existing in the arena. As such, Green products are in their nascent stage in India, with a prospective, therefore, making it imperative for the marketers to understand the personality traits of the consumer group, to target and position green products efficiently in the marketplace.

The paper begins with the introduction, the purpose and rationale for the study, further, discusses the conceptual framework culminating into the proposed model for research, highlighting the research gaps and eventually wrapping the paper with managerial implications.

Conceptual Framework:

The framework outlines the personality traits, such as, novelty seeker and rational consumer moderated by locus of control, examining the degree of influence of the later on the purchase intention of the green products and their consumption pattern. Extensive literature study has been done to identify the dimensions for research work. The paper is an analysis towards - (a) understanding the personality traits of the individuals having green products purchase intention (b) establishing the moderating influence of locus of control on the personality types (c) develop implications for the marketers as how to target and position their products effectively.

Constructs and Hypothesis:

Schiffman and Kanum (2009) define personality as the inner psychological characteristic that determine and reflect how a person responds to his or her environment. Further, Freud's personality theories see consumer purchases as a reflection of the consumers’ own personality.

The previous research shows that Novelty Seeking is one such personality trait that stimulates the consumers in trying new products, in an attempt to satisfy their innate need of innovativeness, Bhate and Lawler (1997). In addition, Mansori et al. (2015) concluded that novelty seekers readily accept new products like organic as against traditional products, already existing in the market.

Rational consumer is another personality trait that has shown a positive affect on purchasing of the green products. Chen and Sheu (2017) identified that consumers are loss aversive with a tendency to avoid any loss, when evaluating the environmental quality of green products and this loss of aversion, further promotes green practices.

Locus of Control is when people believe that the outcomes in their life is either externally or internally controlled. Cleveland et al. (2005) conducted a study in which the consumers had locus of control, considered themselves responsible for the happenings in their life and showed greater inclination towards buying of green products. In addition, Trivedi et. al. (2015) revealed similar results.

The Research Model:

In the next section, documented work has been reviewed and tabulated as various personality traits which trigger the green products purchase, have been highlighted.

Table 1: Prior studies related to personality traits and purchase of green products

S. NO.	DIMEN-SION	PURPOSE	METHODOLOGY	OUTCOMES	AUTHORS
1	Rational Consumer	This study examines the effect of market uncertainty and consumer rationality on product strategy when a company evaluates its entry into the green market.	A generalized Hotelling’s competitive model (Hotelling 1929, d’Aspremont et al. 1979), is used.	Human rationality plays an important role in green purchase behaviour.	Chen and Sheu (2017)
2	Novelty Seeker	The study is an attempt to understand the roles of religiosity, ethnicity, individual basic values and innovativeness of consumers in accepting novel products.	610 people were studied from the various states of Malaysia by using structured questionnaire	The novelty seekers are the ones who are more open to change and readily accept new products.	Mansoriet al. (2015)
3	Locus of Control	The survey aimed at examining the relative influence of consumers ' pro-environmental behaviours and environmental Locus of control on their willingness to purchase green products.	A structured questionnaire was administered on a sample of 256 Indian consumers	The results showed that environmental locus of control is directly related to willingness to buy green products.	Trivedi, Patel and Savalia (2015)
4	Novelty Seeker	The theory of consumption values was applied to understand that factors that influence his choice towards green products.	A questionnaire composing of 38 questions was administered on the population of Taiwan to know their experience of green purchasing.	The results revealed that the epistemic value of the green products paves a positive pathway to consumers’ choice for green products who are novelty seekers and satiates their curiosity for knowledge.	Huang and Lin (2012)
5	Rational Consumer	The purpose of the study is find any relation between the rationality and the and customised advice to save energy at home	Theoretical considerations as well as empirical evidence by undertaking 12 In depth interview of 40 Belgium householders was conducted who volun- teered for receiving a full energy assessment of their dwelling.	Rational consumer would consider the immediate needs of their family than the problems of global climate changes or pesticide use in agriculture.	Bartiaux (2007)
6	Locus of Control	The aim of the study was to examine the impact of various attitudes and personality characteristics on environmentally-friendly behaviors, from a locus of control (LOC) perspective.	A total of 907 surveys were got filled from a sample of consumers residing in an urban area.	The dimensions covered under locus of control “economic motivation” and “individual recycling efforts”. The findings of the survey divulged Locus of Control working as a catalyst for environmentally responsible actions.	Cleveland et al. (2005)
7	Novelty Seeker	An attempt to understand the extent of environment concern transformed in bringing a change in everyday buying behaviour of the consumers.	Personal interviews of 148 respondents were undertaken	The novel seekers who indulge in buying novel products like ‘green products’ have the desire to satisfy their innate innovativeness need and also tend to enjoy impulse buying.	Bhate and Lawler (1997)

Considering the dimensions and their conceptual relationship, the hypotheses are proposed which have been supported by refering to the prior studies. Therfore the hypotheses framed are:

H1:Novelty Seeker has a significant impact on Green Consumption

H2: Rational Consumer has a significant impact on Green Consumption

H3: Locus of Control has a moderating impact on the Novelty seekers of Green consumption

H4: Locus of Control has a moderating impact on the Rational Consumer of Green consumption

The hypotheses developed in this section have been formalized keeping in view the past literature and contemporary relevant studies with research gaps hitherto. The findings of Huang and Lin (2012) are in consistence with the above findings. Thus, novelty seekers are inclined towards the green consumption as stated by all these cited studies. Henceforth, support the first hypothesis. A study by Chen and Sheu (2017) supports the second hypothesis that implies that Rational consumers practice green consumption. Locus of control results in green consumption is supported by previous literature but does not support the moderating impact of the novelty seekers and the rational consumers over the green consumption. Thus, hypothesis three and four are the identified research gaps that require further investigation in the future studies.

Implications for the Marketers:

Personality describes a person’s disposition, and gives the reason as to why people are different. The reason is due to unique personality traits. It is well known to the marketers that consumer behavior is influenced by many factors, of which, some are controllable and some are not. Though it is easy to alter the controllable factors but hard to understand the abstract form of the consumers. So, majority of the businesses often try to influence a consumer’s behavior with things they can control (Tanner and Raymond, 2016).

The relationship between personality types and their buying behavior is evolving. While some research studies have substantiated that novelty seekers who exhibit extremely high levels of openness, are more likely to respond well to trying new products. Muralidharan and Ferle (2017) in a comparative study between India and U.S.A., inferred that green appeals were more liked in India than in the U.S.A. and the reason behind was novelty of ads. The use of novel elements and techniques in advertisements motivate the consumers through advertising message, in a favorable way.

Understanding of the personality traits for the marketers is imperative for positioning of the green products. The rational consumer will always will be concerned about the ingredients and recycling process of the product. Thus, the advertising of the green products, targeting the rational consumers should focus on its health benefits rather than on its ostentatious display, color, shape or size. Besides, purchasing, it also depends on the category of the product, high involvement or low involvement products. Chen and Sheu (2017) concluded that consumer rationality with high reference to quality can stimulate green product companies to learn from the green initiative and move towards the purchase of green products.

The novelty seekers who almost lie in the category of material seekers can be targeted by repositioning the product as new with changes in packing, color and shapes. Their personality trait will display a habit of wealth collection and to them a phrase “green product” is a fad. Marketers are advised to position their green products amongst novelty seekers by connecting with the fashion statement and launching on big stature with the help of celebrity endorsement. Overlapping of the novelty seekers with the rational consumers requires both the key ingredients and logical end of the consumption to be satisfied.

Similarly, understanding of locus of control is predominant, the green products can be positioned accordingly in the target market. It is important for the marketers to understand that locus of control strengthens the link between different personality traits and their consumption towards green products. Consumers with a high locus of control have faith in their own abilities to control themselves and the world around them. They see everything happening around them in their own hands and considers their own choices leading to success or failure. Trivedi et al. (2015) suggest that while framing the communications, the green marketers can take caution to stimulate the willingness to purchase by conveying a reason and motivation to act environmentally. Therefore, it can be suggested that the green product companies need to target consumers with higher Locus of Control, so that they can convert those who are environmentally conscious. In addition, study by Cleveland et al. (2005) concluded that pro-environmental attitudes are composed of multiple dispositional facets, that evoke locus of control and considers it to be an appropriate construct for policy makers and environmental educators to accurately assess the merits of various educational campaigns.

CONCLUSION:

In nutshell, it can be concluded that personality traits play a very dominant role in understanding the green consumption. The previous studies validate the fact that personality traits like novelty seekers and rational consumers; in addition to the locus of control, plays a dominant role towards green consumption. The documented literature however does not substantiate the moderating impact of the locus of control on novelty seeker and rational consumer, is a research gap and requires further investigation.

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Received on 17.01.2018 Modified on 18.02.2018

Asian Journal of Management. 2018; 9(2):875-879.

DOI: 10.5958/2321-5763.2018.00138.5