An Study On Personality On The Influence Of The Social Responsibility Consumption Behavior Intention Based On The Theory Of Planned Behavior

As the development of society and economy, change of public values and diversity ofcompetitive content in the market, corporate social responsibility has became an importantissue that can’t be avoided in the global business management research and practice,simultaneously, it arouses the attention of the whole society. However, another kind of socialresponsibility was overlooked by most people. As the other part of the transaction, consumerin the traditional festival pursues for luxury gifts, packaging and banquet and so on. Theseconsumption misunderstanding will make our resources and environment to withstandunprecedented crisis. So the voice of responsible consumption is growing louder and louder,"social responsibility of consumer " the new term has entered the public view, it will becomea national concern issue. This new pattern of consumption makes consumer to abandon thepast conspicuous consumption and one-time consumption and other bad consumption habitsand helps consumer return to health, scientific and civilized life style. Social responsibilityconsumer behavior is aimed at advocating consumer to consume rationally and benefit for thewhole society.Based on the theory of planned behavior, paper creatively adds the antecedent variable ofpersonality traits in the original foundation of attitude, social identity and perceivedbehavioral control to construct social responsibility consumer intention model, in order tostudy the affecting factors of the formation of social responsibility consumer behaviorintention deeply. First of all, on the basis of relevant research of domestic or foreign scholars,paper constructs the model of social responsibility consumer intention, and puts forward thehypothesis; then, obtains the required data through the questionnaire; then uses the SPSS17.0tool to make the reliability and validity test, correlation analysis and regression, validating theresearch model and research hypothesis and working out the degree difference that relatedfactors on social responsibility consumer intention; at last, considering the analysis results,paper puts forward the guiding the establishment of consumer social responsibility consumeroriented mechanism, conforms to the common interests of mankind.Through empirical research, the main conclusions of this paper include: consumerpersonality and its five factors (neuroticism, extraversion, openness, agreeableness andconscientiousness), attitude, subjective norm and perceived behavioral control are significantto social responsibility consumer intention. Among them, the personality traits can alsoindirectly affect social responsibility consumer intention by attitude, subjective norm and perceived behavioral control, and then affect the actual consumer consumption decision.Inspiration is: in today’s society, the reason why bad consumption atmosphere prevailing isnot only the product and the service provider not good to fulfill their social responsibilities,but also as a transaction on the other side of consumers do not have social responsibility, andthe latter should be paid attention to; in order to guide scientific, civilized and rationalconsumption, enterprise managers and government departments should be actively concernedabout the consumer’s psychological factor, exploring different personality traits of consumersfor guidance mode, actively promote the development of harmonious society.Paper treats the personality traits as the most deep-seated influencing variable of socialresponsibility consumer behavior intention, and decides to adopt the big five personalitytheory which includes neuroticism, extraversion, openness, agreeableness andconscientiousness, and these will be made correlation analysis and regression analysisrespectively. This study will make up the domestic blank on the study on the formationmechanism of social responsibility consumer behavior, which has both theoretical andpractical significance.