Personality and Sustainable Consumption: A Systematic Literature Review of Green Consumption Behaviour
DOI:
https://doi.org/10.31305/trjtm2026.v06.n02.003Keywords:
Personality Traits, Green Consumption Behaviour, Pro-environmental Behaviour, Sustainable Consumption, Five-Factor ModelAbstract
Purpose: This paper presents a systematic literature review of research examining the relationship between personality traits and green consumption behaviour. The objective is to synthesize the fragmented findings within this domain, identify the primary personality frameworks and traits under investigation, analyze the key relationships and contingencies, and propose a robust agenda for future research. Methodology: A systematic review was conducted using major academic databases Web of Science, Scopus, and PubMed. After a structured screening process against predefined inclusion criteria, a final corpus of 139 research papers and articles were selected for in-depth analysis and synthesis. Findings: The review reveals that the Five-Factor Model of personality dominates the field. Openness to Experience and Agreeableness emerge as the most consistent and robust positive predictors of various forms of green consumption. The findings for Conscientiousness are more nuanced, while Extraversion and Neuroticism show weak and inconsistent relationships. The analysis also uncovers significant heterogeneity in the conceptualization and measurement of green consumption, ranging from general attitudes and purchase intentions to specific self-reported and actual behaviours. Furthermore, the review highlights a growing body of literature exploring mediating mechanisms (environmental concern, green self-identity) and moderating factors (demographic, contextual, and cultural variables) that shape these personality-behaviour links. Emerging research on other frameworks, such as the Dark Triad, is also identified. Originality Value: This review provides a comprehensive and systematic synthesis of the literature on personality and green consumption. By identifying key trends, methodological inconsistencies, and critical knowledge gaps, it offers a clear roadmap for future theoretical and empirical advancements. The findings also hold practical value for marketers and policymakers seeking to design more effective, personality-informed strategies to promote sustainable consumer behaviour.
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