EFFECTS OF PERSONALITY TRAITS ON GREEN ADVERTISING ATTITUDE AND ENVIRONMENT-FRIENDLY PRODUCT ATTITUDE

Taking the mass society in Fujian Province as the empirical objects, 500 copies of questionnaire are distributed for this study, and 437 valid copies are retrieved, with a retrieval rate of 87%. The research results show that: (i) Green advertising attitude and green product attitude are based on personality traits and are affected by nature and nurture; (ii) Since personality traits are individual innate uniqueness and integrity, stability and persistence are also the psychological traits to affect individual behaviour. In this case, innate unique personality traits would affect green advertising attitude and green product attitude, and (iii) Product specialists, when making marketing strategies according to personality traits, could particularly pay attention to personality traits in the future, as the suggestion for market segmentation. According to the results to propose conclusions, it is expected to help enterprises apply green marketing to promote corporate image and acquire consumer identity, understand consumers' personality traits, and pursue more efficient marketing programs to achieve the goal of sustainable operation.