The Effect of Personality and Gender on Green Consumer Behavior

The difference in the consumer’s personality will affect his behavior in choosing or buying a product, because consumers will buy goods that are in accordance with his personality. This study aims to look at the effect of personality and gender on green consumer behavior (GCB). This research uses quantitative, survey method and ex-post facto techniques. The population in this study were all students of the Jakarta State University, the outreach study participants were students of Catering, Clothing, Makeup and Family Welfare Education increasing 600 students. The results showed that personality had a significant influence in describing GCB and GCB differences were found in male/female student groups who had accurate personalities, better than GCB in male student groups who had inaccurate personalities. However, personality is not influenced by gender, which means that differences in GCB are influenced by interactions between personality and gender.