Understanding the impact of narcissism and schadenfreude on e-consumers’ purchase of counterfeit pro-environmental goods

This study examines the connection between schadenfreude, personality traits (narcissism and jealousy), and e-consumers' purchase intentions toward counterfeit products in a GCC nation, specifically Saudi Arabia. It aims to understand how these personality traits and schadenfreude affect the likelihood of purchasing counterfeit sustainable products online. A quantitative cross-sectional design was used, with data collected from 309 e-consumers via an online survey. Stratified random sampling ensured diverse representation among participants. Structural equation modeling (SEM) was applied to analyze the data using SPSS 25 and AMOS 24 software for thorough statistical examination. The results indicate that personality traits, such as narcissism and jealousy, significantly predict schadenfreude among e-consumers. Furthermore, schadenfreude has a direct influence on their intentions to buy counterfeit sustainable products. The study also reveals that these negative personality traits heighten the impact of schadenfreude on purchase intentions, demonstrating a complex interaction between personality and emotional factors in consumer behavior. This research is one of the first to explore the relationship between personality traits, schadenfreude, and purchase intentions in e-commerce within a GCC nation. Its findings offer valuable insights for marketers and policymakers on how dark personality traits can shape sustainable consumption behaviors, helping them better promote sustainable products in the region.