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Personal Traits Underlying Environmental Preferences: A Discrete Choice Experiment

AuthorsSoliño, Mario; Álvarez Farizo, Begoña
Issue Date2014
PublisherPlos One
CitationPLoS ONE 9(2): e89603
AbstractPersonality 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.
Publisher version (URL)https://doi.org/10.1371/journal.pone.0089603
Appears in Collections:(CCHS-IPP) Artículos
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