A multiple regression of conscientiousness and self-control as predictors of frugal consumer behavior of Filipino mothers

• Main Authors: Antenorcruz, Riki Mae C., Gonzales, Maria Regina D., Santos, Jillen Marie L.
• Format: text
• Language: English
• Published: Animo Repository 2015
• Subjects: Consumer behavior; Consumers' preferences; Psychology
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10613
• Institution: De La Salle University

There are several studies categorizing different personality traits of an individual. Yet, only a few of those relate these traits in consumer behaviour. This study focuses on conscientiousness and self-control acting as predictors of frugality in Filipino mothers. Conscientiousness is about being careful, thorough, responsible, organized, and planful. Although some studies have found that conscientiousness may be related with money attitude, the behaviour of being frugal appeared as one of the possible characteristics of conscientiousness. Self-control on the other hand, is about resisting temptation, like restraining oneself from buying a particular item. From the literatures found, frugality is present in both conscientiousness and self-control. This behaviour is the ability to resist temptations and be responsible when purchasing products. The researchers hypothesize that if a person is conscientious, and at the same time is self-controlled it is possible that the person is also frugal. In order to test this hypothesis, researchers gathered 200 Filipino mothers and asked them to answer two tests: Self-Control Scale (SCS) and Masaklaw na Panukat ng Panloob (MAPA) and to fill up a checklist: Frugality Checklist. Also, asked them to answer The New Philippine Socioeconomic Classification System (ISEC). However, results showed that there is insignificant relationship with these variables. Other researches supported this result and stated that frugality is more of a lifestyle or a value-trait instead of it being a personality trait.