Effects of Personality, Environmental and Health Consciousness on Understanding the Anti-consumptional Attitudes

AbstractConsidering the fact that personal and social awareness of individuals matures, the anti-consumptional attitudes become more common. In this context, this study aims to reveal the main motivators behind anti-consumptional attitudes by focusing on the relationships among personality dimensions, environmental consciousness, health consciousness and anti-consumption. A Structural Equation Model is developed to examine the factors that impact anti-consumptional attitudes. Studying on the explanatory impacts of personality dimensions on anti-consumption, environmental consciousness and health consciousness are included into the model as moderators. 503 questionnaires are collected to analyse the relationships among the model variables. While SPSS 18.0 is used for all data screening tests, exploratory factor analysis and reliability statistics, LISREL–8.51 Statistical Program is used for measurement and structural model assessments. The study reveals several crucial findings related to significant impacts of proposed antecedents on anti-consumptional attitudes. First, it is found that among the personality dimensions responsibility consciousness has significant effects on both environmental consciousness and health consciousness. Secondly, agreeableness is also found to have positive significant effects on environmental consciousness and health consciousness as the most explanatory variable. Lastly, both health and environmental consciousness have positive significant impacts on anti-consumptional attitudes of anti-consumers