<p>This study explores the interplay between Schwartz’s core values and the Big Five personality traits to investigate how individual differences contribute to sustainable outcomes in a Vietnamese context. Previous studies have largely examined values and personality traits separately, leaving an incomplete understanding of their combined influence on sustainable attitudes and behaviours. To address this, the study compares variable-centred and person-centred approaches to explain variances in both abstract and specific levels of sustainable outcomes. The results are based on a survey sample of 600 Vietnamese consumers. The variable-centred approach indicates the strongest associations of conservation and self-transcendence (values) but the weakest associations of neuroticism and extraversion (personalities) with sustainable outcomes. Core values rather than basic personality traits are more strongly associated with sustainable outcomes. A cluster analysis reveals four clusters based on the combinations of values and personalities: Resilient (20.33%), Social focus (16.00%), Balanced (39.33%) and Under-controlled (24.34%). The person-centred approach suggests Resilient and Social focus play the most positive roles but hinder the Under-controlled. The associations between individual differences and specific behavioural outcomes are more unstable than the associations between more abstract and attitudinal outcomes. The associations between the Balanced and specific behavioural outcomes suggest that individuals may also balance their environmental behavioural outcomes in different contexts. The main conclusion is that the variable-centred and person-centred approaches are complementary in generating insight on whether the combination of individual differences in values and personalities are associated with sustainable outcomes.</p>

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Core values and personality traits in exploring sustainable attitudes, care for the future and sustainable consumption behaviours: comparing person-and variable-centred approaches

  • Svein Ottar Olsen,
  • Ho Huy Tuu

摘要

This study explores the interplay between Schwartz’s core values and the Big Five personality traits to investigate how individual differences contribute to sustainable outcomes in a Vietnamese context. Previous studies have largely examined values and personality traits separately, leaving an incomplete understanding of their combined influence on sustainable attitudes and behaviours. To address this, the study compares variable-centred and person-centred approaches to explain variances in both abstract and specific levels of sustainable outcomes. The results are based on a survey sample of 600 Vietnamese consumers. The variable-centred approach indicates the strongest associations of conservation and self-transcendence (values) but the weakest associations of neuroticism and extraversion (personalities) with sustainable outcomes. Core values rather than basic personality traits are more strongly associated with sustainable outcomes. A cluster analysis reveals four clusters based on the combinations of values and personalities: Resilient (20.33%), Social focus (16.00%), Balanced (39.33%) and Under-controlled (24.34%). The person-centred approach suggests Resilient and Social focus play the most positive roles but hinder the Under-controlled. The associations between individual differences and specific behavioural outcomes are more unstable than the associations between more abstract and attitudinal outcomes. The associations between the Balanced and specific behavioural outcomes suggest that individuals may also balance their environmental behavioural outcomes in different contexts. The main conclusion is that the variable-centred and person-centred approaches are complementary in generating insight on whether the combination of individual differences in values and personalities are associated with sustainable outcomes.