Influence of Social Axioms, Personal Values and Personality Traits on Young Adults Consumer Identity in an Environmental Context

The title of the study is ’Influence of Social Axioms, Personal Values and Personality Traits on Young Adults’ Consumer Identity in an Environmental Context’. The aim of study is to determine the influence of personal values, social axioms, and personality traits on consumer identity in an environmental context. Primary objective is to determine individual effect of social axioms, personal values and personality traits on consumer identity in environmental context. Secondary objective is to determine the interaction effect between social axioms, personal values and personality traits on consumer identity in environmental context. This study will bring more understanding of the complex interplay of cultural antecedents like values and social axioms along with personality in formation of consumer identity. This study has the potential to provide a better perspective in areas such as pro environmental awareness programs in consumers. Following approval from the department of Clinical psychology MAHE, the protocol is then presented to the Institutional Research Committee (IRC) for assent. Subsequently, the approved protocol will then be reviewed by the Institutional Ethics Committee (IEC). Upon clearance from the IEC, the required documents will be submitted to the CTRI to facilitate the registration of the study on the forum. That is, only after availing approval and clearance at all levels, would the study be proceeding with data collection. Participants would be mostly university students of MAHE who fit into the participant criteria.  Data will be collected through both online and offline methods. Microsoft forms software will be used to make online survey forms. Links and QR code for the online form will be circulated in classrooms by researcher after getting permission of faculty in charge. The Microsoft forms will have informed consent. For offline method, scales and informed consent will be printed and researcher will go around campus locations like canteens and classes to collect data. Title and purpose of the study will be provided in written or verbal along with informed consent and scales. Demographic details like age, sex, monthly expenditure on consumption (convenience/shopping/speciality goods) is collected after informed consent and total of 4 scales will be administered in the order of SAS, CIS, BFI, SSV. The questionnaire would be 55+ items in total. Data collection will be continued till 240 participants are reached.