Crafting Global Green Consumption

• DOI: 10.4018/jgim.376487
• Publication Date: 2025-05-12T20:27:45Z
• Authors: Na Zhao; Nik Mohd Hazrul N...; Nakaya Kakuda; Shuyang Si
• Keywords: Consumption; Green Consumption

The global ecological crisis is driving the beverage industry toward sustainable and personalized marketing to meet consumer demand. This study integrates Big Five personality model experiential theory, constructing a chain mediation linking traits, dimensions, value (functional hedonic), green purchase intention. Using PLS-SEM on data from 688 Chinese consumers, results show that openness influences all five dimensions; extraversion affects except think; conscientiousness only agreeableness impacts sense feel; neuroticism negatively dimensions. Mediation analysis reveals act relate do not mediate functional value, while hedonic value. These findings highlight how traits shape outcomes, emphasizing importance for multinational companies tailor their strategies personalities in order enhance intention strengthen competitiveness.