Big Five Personality Traits and Green Purchasing Behavior in Iranian Market

This research aims to find how big five personality traits (extraversion, agreeableness, openness to experience, conscientiousness, and neuroticism) affect green purchasing behavior in Iranian market. In this regard, ۲۱ hypermarkets in the five big cities of Iran were studied. ۳۵۰ questionnaires were distributed, but ۳۱۲ of them were usable for multiple regression analysis. The results showed that all personality traits have significant and positive eefect on green purchasing behavior