Soliño M. & Farizo B.A. (2014) Personal Traits Underlying Environmental Preferences: A Discrete Choice Experiment. PLoS ONE 9(2): e89603

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.