Open AccessPersonal Traits Underlying Environmental Preferences: A Discrete Choice Experiment
Author(s) -
Mario Soliño,
Begoña Á. Farizo
Publication year - 2014
Publication title -
plos one
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.99
H-Index - 332
ISSN - 1932-6203
DOI - 10.1371/journal.pone.0089603
Subject(s) - agreeableness , conscientiousness , openness to experience , big five personality traits , hierarchical structure of the big five , extraversion and introversion , neuroticism , personality , psychology , big five personality traits and culture , social psychology , preference , alternative five model of personality , economics , microeconomics
Personality plays a role in human behavior, and thus can influence consumer decisions on environmental goods and services. This paper analyses the influence of the big five personality dimensions (extraversion, agreeableness, conscientiousness, neuroticism and openness) in a discrete choice experiment dealing with preferences for the development of an environmental program for forest management in Spain. For this purpose, a reduced version of the Big Five Inventory survey (the BFI-10) is implemented. Results show a positive effect of openness and extraversion and a negative effect of agreeableness and neuroticism in consumers' preferences for this environmental program. Moreover, results from a latent class model show that personal traits help to explain preference heterogeneity.
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