Personality and older consumers' green behaviour in the UK

The UK government has set an ambitious target of reducing greenhouse gas emissions by 80% before 2050. An interesting segment that could help to achieve this is older consumers, due to their growing numbers. There seems a lack of attention, in the research looking specifically at different age categories of older consumers’ green behaviour, and whether their level of greenness can be explained by their personality. Using Socioemotional Selectivity Theory and Time Perspective, the research presented here was designed to provide an exploratory analysis of how the green behaviour of older consumers is explained by their personality types. Based on the responses of 204 older consumers in the UK, our results find the openness personality trait to be positively linked to green behaviour, whilst the extraversion personality trait is negatively related to green behaviour. Although the level of green behaviour increased with older consumers’ age, this did not reach significance.