Role of Big Five Personality Traits in Sustainable Consumption Behavior

Kashifa Akbar, Yongsheng Jin, Minhas Mahsud, Muqarrab Akbar, Abdul Waheed, Rizwana Amin

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

2 Citations (Scopus)


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.
Original languageEnglish
Title of host publicationProceedings of the 2020 3rd International Conference on Big Data Technologies
PublisherAssociation for Computing Machinery
Number of pages5
ISBN (Print)9781450387859
Publication statusPublished (in print/issue) - 23 Oct 2020


  • structure equation modeling
  • Big Five personality traits
  • sustainable consumption behavior
  • empirical findings


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