The "Local" Trait: How Personality Influences Buy Local Behavior
Academic Level at Time of Presentation
Sophomore
Major
Marketing
Minor
Psychology
List all Project Mentors & Advisor(s)
Ismail Karabas
Presentation Format
Oral Presentation
Abstract/Description
As the global marketplace expands, understanding the psychological motivations behind consumer behavior is essential for local businesses aiming to distinguish themselves from global brands. This study examines how personality traits—such as power distance belief, uniqueness, openness, risk aversion, political orientation, and need to belong—affect both the likelihood of local consumption and attitudes toward buying local products. Drawing from Power Distance Belief, Social Influence, and Big Five Personality models, we hypothesize that individuals who value uniqueness, power, openness, and are less risk-averse are more likely to engage in local consumption. Our first study uses a Qualtrics survey to examine the correlation between these traits and local buying behavior, while a future study will investigate how local purchases shape consumers' self-image and perceptions of others. The findings will provide local brands with valuable insights into personality traits that influence local consumption and strategies for effectively targeting consumers who prioritize local products.
Fall Scholars Week 2025
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The "Local" Trait: How Personality Influences Buy Local Behavior
As the global marketplace expands, understanding the psychological motivations behind consumer behavior is essential for local businesses aiming to distinguish themselves from global brands. This study examines how personality traits—such as power distance belief, uniqueness, openness, risk aversion, political orientation, and need to belong—affect both the likelihood of local consumption and attitudes toward buying local products. Drawing from Power Distance Belief, Social Influence, and Big Five Personality models, we hypothesize that individuals who value uniqueness, power, openness, and are less risk-averse are more likely to engage in local consumption. Our first study uses a Qualtrics survey to examine the correlation between these traits and local buying behavior, while a future study will investigate how local purchases shape consumers' self-image and perceptions of others. The findings will provide local brands with valuable insights into personality traits that influence local consumption and strategies for effectively targeting consumers who prioritize local products.