Theory of Virtue Ethics: Do Consumers’ Good Traits Predict Their Socially Responsible Consumption?

摘要: Drawing upon the theory of virtue ethics, this study builds a decision tree predictive model to explore anticipated impact good traits (i.e., virtuous and personality traits) on socially responsible consumption. Using R statistical software, we generate classification cross-validate two independent datasets. The results indicate that self-efficacy, courage, self-control, as well openness conscientiousness, predict purchase disposal behavior. Remarkably, largest segment consumers in (41 %) scored high self-efficacy openness. This result suggests marketers should focus these when creating advertisements encourage sustainable Our contributes enhancing knowledge about social psychological aspects sustainability movement provides new analytical approach predicting