Role of Big Five Personality Traits in Sustainable Consumption Behavior

Abstract

This body of knowledge analyzed the relationship between the big five personality traits (BfT) and sustainable consumption behavior (SCB) in social networking sites. This study contributes to the available literature on sustainable consumption behavior by using date from social networking sites users from Pakistan. The sample size was (n = 394). To analyze the data, causal modeling technique (SEM) was used. The study results reveal that there is a positive association of BfTwith SCB. The results contribute to increasing the understanding of SCB and marketing managers can develop strategies using these findings to gain a competitive advantage.

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