THE EFFECT OF DARK TRIAD PERSONALITY TRAITS ON SUSTAINABLE CONSUMPTION BEHAVIOR

Abstract

In order to achieve sustainable development, it is essential that consumers exhibit environmentally and socially responsible consumption behavior. At this point, it is crucial to determine the factors that encourage or discourage sustainable consumption behavior among consumers. In this sense, the purpose of this study is to investigate the effect of dark triad personality traits on sustainable consumption behavior. The dark triad was examined in three aspects namely narcissism, Machiavellianism, and psychopathy; while sustainable consumption behavior was conceptualized as environmental awareness, savings, unnecessary consumption, and reusability. Data were collected from 307 consumers by online survey method. The dimensions of Machiavellianism and psychopathy were rated as a single personality trait as a result of the confirmatory factor analysis. In addition, factor analysis eliminated the reusability dimension of sustainable consumption behavior from the study. Based on the analyses conducted using the structural equation model, it was revealed that while narcissism did not have a significant effect on environmental awareness, savings, and unnecessary consumption; Machiavellianism-psychopathy dimension had a significant and negative effect on environmental awareness, saving, and unnecessary consumption. This study will contribute to the literature in terms of focusing on the dark aspects of personality in explaining sustainable consumption behavior.

Keywords

• Narcissism
• Machiavellianism
• Psychopathy
• Dark triad
• Sustainable consumption

KARANLIK ÜÇLÜ KİŞİLİK ÖZELLİKLERİNİN SÜRDÜRÜLEBİLİR TÜKETİM DAVRANIŞINA ETKİSİ

Abstract

Sürdürülebilir kalkınmanın sağlanmasında tüketicilerin topluma ve çevreye karşı duyarlı bir tüketim davranışı sergilemeleri oldukça önemlidir. Bu noktada, tüketicileri sürdürülebilir tüketime yönlendiren ya da sürdürülebilir tüketimi baskılayan faktörlerin tespit edilmesi gerekmektedir. Bu kapsamda bu araştırmada, karanlık üçlü kişilik özelliklerinin sürdürülebilir tüketim davranışına etkisinin incelenmesi amaçlanmaktadır. Karanlık üçlü; narsisizm, makyavelizm ve psikopati olarak üç boyutta incelenmektedir. Sürdürülebilir tüketim davranışı; çevreye duyarlılık, tasarruf, ihtiyaç dışı tüketim ve yeniden kullanılabilirlik olarak dört boyut kapsamında ele alınmaktadır. Araştırmanın verisi 307 tüketiciden çevrimiçi anket tekniğiyle toplanmıştır. Gerçekleştirilen doğrulayıcı faktör analizi neticesinde, makyavelizm ve psikopati boyutları birleştirilerek tek bir kişilik özelliği olarak değerlendirilmiştir. Ayrıca, sürdürülebilir tüketim davranışının yeniden kullanılabilirlik boyutu faktör analizi neticesinde analiz dışı bırakılmıştır. Yapısal eşitlik modeli kullanılarak gerçekleştirilen analizler sonucunda narsisizmin çevreye duyarlılık, tasarruf ve ihtiyaç dışı tüketim üzerinde anlamlı bir etkisinin olmadığı tespit edilmiştir. Makyavelizm-psikopati özelliği çevreye duyarlılık, tasarruf ve ihtiyaç dışı tüketim boyutlarını olumsuz yönde etkilemektedir. Araştırmanın sürdürülebilir tüketim davranışını açıklamada kişiliğin karanlık yönlerine odaklanması yönüyle literatüre katkı sağlayacağı düşünülmektedir.

Keywords

• Narsisizm
• Makyevelizm
• Psikopati
• Karanlık üçlü
• Sürdürülebilir tüketim

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