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Why Haven't You Bought a Solar Panel?: Consumerism At Its “Green” Best With the Myers-Briggs Type Indicator

Why Haven't You Bought a Solar Panel?: Consumerism At Its “Green” Best With the Myers-Briggs Type Indicator

Chabi Gupta
Copyright: © 2023 |Pages: 21
ISBN13: 9798369300190|ISBN13 Softcover: 9798369348550|EISBN13: 9798369300206
DOI: 10.4018/979-8-3693-0019-0.ch020
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MLA

Gupta, Chabi. "Why Haven't You Bought a Solar Panel?: Consumerism At Its “Green” Best With the Myers-Briggs Type Indicator." Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future, edited by Reason Masengu, et al., IGI Global, 2023, pp. 389-409. https://doi.org/10.4018/979-8-3693-0019-0.ch020

APA

Gupta, C. (2023). Why Haven't You Bought a Solar Panel?: Consumerism At Its “Green” Best With the Myers-Briggs Type Indicator. In R. Masengu, S. Bigirimana, O. Chiwaridzo, R. Bensson, & C. Blossom (Eds.), Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future (pp. 389-409). IGI Global. https://doi.org/10.4018/979-8-3693-0019-0.ch020

Chicago

Gupta, Chabi. "Why Haven't You Bought a Solar Panel?: Consumerism At Its “Green” Best With the Myers-Briggs Type Indicator." In Sustainable Marketing, Branding, and Reputation Management: Strategies for a Greener Future, edited by Reason Masengu, et al., 389-409. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/979-8-3693-0019-0.ch020

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Abstract

This research study examined the relationships between Myers-Briggs' four personality dimensions and environmentally conscious consumption patterns. The study found that different personality types have different green purchase habits. The authors also propose five strategies for businesses who plan to venture into sustainable consumption. These strategies include leveraging the power of belongingness, forming addictive healthy habits, capitalizing on the domino effect, communicating with either the heart or the head, and prioritizing having experiences above owning things. The study's findings suggest that businesses need to take a more holistic approach to promoting sustainable consumption. Authors use discriminant analysis to evaluate whether each Myers-Briggs personality type had a distinct green purchase habit. For each of the four dichotomies associated with five kinds of green buying behaviors, SPSS was used to construct discriminant analysis indicators and outputs.

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