Related Experiment Video
Updated: May 2, 2026

A Standardized Protocol for Preference Testing to Assess Fish Welfare
Published on: February 22, 2020
Personal traits underlying environmental preferences: a discrete choice experiment
Mario Soliño1, Begoña A Farizo2
1National Institute for Agriculture and Food Research and Technology (INIA), Forest Research Centre (CIFOR), Madrid, Spain ; Sustainable Forest Management Research Institute, University of Valladolid & INIA, Palencia, Spain.
Abstract:
Personality plays a role in human behavior, and thus can influence consumer decisions on environmental goods and services. This paper analyses the influence of the big five personality dimensions (extraversion, agreeableness, conscientiousness, neuroticism and openness) in a discrete choice experiment dealing with preferences for the development of an environmental program for forest management in Spain. For this purpose, a reduced version of the Big Five Inventory survey (the BFI-10) is implemented. Results show a positive effect of openness and extraversion and a negative effect of agreeableness and neuroticism in consumers' preferences for this environmental program. Moreover, results from a latent class model show that personal traits help to explain preference heterogeneity.
More Related Videos
Related Concept Videos
Desirable Characteristics in Others
Factors Influencing Attraction VI: Personality Traits
Implicit Personality Theories
Natural Selection and Mating Preferences
Females, due to their biological roles in conception, pregnancy, and nursing,...
Environmental Influences on Intelligence
Gene-Environment Interactions

