Abstract
Implicit attitudes has higher impact on consumer's willingness to buy green product. It is characterised by higher level of unconcious behaviour, involuntarily formed and are not known to the consumer's naturally attitudes. Consumer with stable patterns of thought, feelings,
and behaviors that occur repeatedly within a certain context refers as having higher contextual personality possesses stronger impact on willingness to buy green product. Environment and business are changing the customers' behavior in an effort to tackle environmental issues. Literature
reviews have raised the need to conduct more studies on green purchasing behavior. This study was conducted to determine whether consumer attitudes and personality are affecting consumer willingness to pay for green product. Data were collected through questionnaires. A total of 90 customers
of a supermarket located in Kluang Mall, in the state of Johor, Malaysia was randomly selected to answer the survey questionnaire. The SPSS software was used to analysed the data collected. Factor analyses on consumer attitudes have factorized consumer's attitudes into three components
which are explicit attitudes, implicit attitudes and that of neither explicit nor implicit. While consumer's personality factorized into two components which are contextual personality and perceptual personality. It was found that the level of comsumer's buying green product is
at moderate range and there is a significant relationship between comsumers attitudes and their willingness to pay for green products at a level of p ≤ 0.001. It also found that consumers personality affect their willingness to pay for green products at a level of p ≤ 0.001.