Investigation of green consumers 'subjective well being within the scope of purchase behavior, attitudes and personality traits

Environmental problems that increase with global developments require individuals to behave more envi- ronmentally. The determination of this requirement depends on increasing the awareness of individuals and motivating green consumer behaviors. At this point, one of the most important factors is the happiness and satisfaction levels of people's lives, known as subjective well-being. The increase in the subjective well-being of individuals creates a win-win relationship between the environment and the consumer, and presents the gains of being a green consumer back to the consumer as life satisfaction. In this study, personality traits were first examined in order to define green consumers correctly. Later, the effect of personality traits on the environment and helping attitudes was revealed, and finally, the effect of green purchasing behavior on sub- jective well-being, which is an important indicator of social welfare, was investigated. The results revealed that personality traits affect green consumers' attitudes towards both the environment and helping, and these attitudes have an effect on green purchasing behavior. In addition, it was determined that green purchasing behavior was effective on the output variable of the model, subjective well-being.