The meaningful, the open-minded or the greedy? Diverging effects of distinct traits on sustainable and circular consumption

Purpose This paper aims to investigate how ownership of sustainable and circular brands (as opposed to regular brands) is associated with different traits: meaning in life, openness to experience and dispositional greed. Design/methodology/approach This study (n = 500) measured respondents’ self-reported ownership of sustainable, circular and regular brands. The questionnaire also assessed respondents’ traits. The data were analyzed using structural equation modeling. Findings Distinct traits are related to distinct types of responsible consumption. By investigating separate dimensions of meaning in life, this research shows that the presence of meaning in life and the search for it have different effects on different forms of responsible consumption. Openness to experience does not necessarily drive ownership of circular brands. Dispositional greed is a positive driver of circular but not sustainable consumption. Research limitations/implications While this study offers highly externally valid findings by examining actual consumption of sustainable and circular brands, future research might consider isolating and testing underlying effects using an experimental design and in more controlled lab settings. Practical implications The findings enable policymakers and practitioners to improve their market entry, presence, consumer targeting and communication/education strategies. Originality/value This study shows that despite considerable overlap between sustainable and circular consumption, these two forms should not be considered to be equivalent outcomes for a diverse range of drivers.