| Identity |
Definition |
Study 1 |
Study 2 |
| Overall %(n=186) |
Mean |
Std. Deviation |
| Frugal |
uses products as long as possible to avoid wastefulness |
42 |
3,647 |
0,998 |
| Researcher |
searches intensively before buying |
35 |
4,152 |
0,860 |
| Quality oriented |
prefers quality over quantity |
34 |
3,398 |
1,095 |
| Donor |
donates products to whom who may need |
32 |
3,444 |
1,147 |
| Budget planner |
carefully tracks with the monthly income and spending |
28 |
3,935 |
1,031 |
| Deal hunter |
follows the deals to buy product |
27 |
3,349 |
1,214 |
| Label reader |
reads product package labels |
27 |
4,038 |
1,131 |
| Rational |
Looks for quality/price ratio - Value for money |
25 |
4,246 |
0,818 |
| Simple |
avoids shopping till a real need occurs |
25 |
3,743 |
1,104 |
| Health conscious |
avoids unhealthy foods and products |
24 |
3,475 |
1,061 |
| Hedonic |
shops for joy, indulgent |
23 |
2,029 |
1,038 |
| Recycler |
tries hard to recycle |
22 |
3,044 |
1,206 |
| Forethoughtful |
carefully considers the post-purchase conditions such as after-sell service, second-hand market, etc. |
17 |
3,684 |
1,055 |
| Thrifty |
is very tight with the money in shopping |
17 |
3,451 |
1,128 |
| Wasteful |
buys and uses too much |
17 |
1,924 |
0,872 |
| Assertive |
fights for his/her consumer rights |
16 |
3,676 |
1,050 |
| Brand loyal |
considers the brand as a key product evaluation criteria |
16 |
2,828 |
1,127 |
| Suspicious |
does not easily yield to the claims of ads, salespersons, deal campaigns |
16 |
3,729 |
0,985 |
| Looking for durability |
looks for products that will last |
12 |
4,088 |
0,851 |
| Online buyer |
often shops online |
12 |
3,021 |
1,246 |
| Green |
buys pro-environmental products |
11 |
3,145 |
1,056 |
| Indecisive |
is not good at making decisions, choosing among alternatives |
10 |
3,171 |
1,322 |
| The queen/king |
expects the salesperson to be highly subservient |
10 |
2,685 |
1,293 |
| Advice seeker |
need to hear advice from friends, family members |
9 |
3,912 |
1,006 |
| Attentive user |
uses products very attentively |
9 |
3,828 |
0,984 |
| Esthetic oriented |
focuses on esthetic as a key product evaluation criteria |
9 |
3,695 |
1,039 |
| Re-user |
finds new uses for their products and extend the products’ time of usage |
9 |
3,402 |
1,086 |
| Shopping avoider |
does not love, even hates shopping by walking through malls |
9 |
2,754 |
1,250 |
| Choosy |
is very choosy went it comes to buy a products |
8 |
3,571 |
0,988 |
| Non-loyal |
ignores the brand while choosing among alternatives |
8 |
3,076 |
1,160 |
| Secondhand seller |
resells the products |
8 |
2,365 |
1,163 |
| Trend avoider |
avoids the fashion trends |
8 |
3,732 |
1,169 |
| Local shopper |
prefers local products |
7 |
3,021 |
1,069 |
| Chuck out |
easily chucks out the products even if they may be reused |
6 |
2,338 |
1,136 |
| Swayed |
is easily persuaded by deal offers, and claims of ads and salespersons |
6 |
2,446 |
1,104 |
| Advisor |
informs the people about his/her positive experience with products, brand |
5 |
3,897 |
0,858 |
| Bazaar lover |
loves to shop at the bazaar |
5 |
3,186 |
1,227 |
| Keeper |
keeps the old products even they are not used anymore |
5 |
2,782 |
1,231 |
| Layaway |
prefers using the credit card and pay by installments |
5 |
2,540 |
1,316 |
| Paying in advance |
certainly avoids installment payment |
5 |
3,258 |
1,388 |
| Shy |
is not good at claiming his/her consumer rights |
5 |
2,342 |
1,273 |
| Socially mindful |
cares and donates for needy people |
5 |
3,821 |
0,964 |
| Waste avoider |
reduces plastic bag usage |
5 |
2,943 |
1,240 |
| Energy/water saver |
reduces the electricity /water usage |
4 |
3,895 |
0,926 |
| Internet avoiders |
certainly avoids shopping online |
4 |
2,141 |
1,170 |
| Technology lover |
is interested in new technology products |
4 |
2,526 |
1,224 |
| Trend follower |
likes the latest styles and innovative products |
4 |
3,167 |
1,104 |
| Bargain hunter |
loves to bargain |
3 |
3,260 |
1,213 |
| Epicure |
takes particular pleasure in fine food, apparel, |
3 |
3,862 |
1,007 |
| Fixer |
mends the products and extend their lives |
3 |
3,310 |
1,143 |
| Inattentive user |
mistreats the products |
3 |
1,915 |
1,045 |
| Origin oriented |
pays attention to where products are made |
3 |
2,644 |
1,202 |
| Secondhand buyer |
buys secondhand products |
3 |
2,408 |
1,142 |
| Cognitive closer |
jumps into buying decision |
2 |
2,797 |
1,171 |
| Crowd-avoider |
avoids crowded shopping malls |
2 |
3,748 |
1,191 |
| Regretful |
regrets being a wasteful consumer |
2 |
2,547 |
1,111 |
| Religious |
pays extra attention to buy halal products |
2 |
3,441 |
1,401 |
| Stocker |
tends to buy mode and stock up |
2 |
2,358 |
1,101 |
| Variety seeking |
looks for new, alternative products |
2 |
2,628 |
1,111 |
| Animal friendly |
prefers the products and brands that cause no harm to animals |
1 |
3,396 |
1,124 |
