Exploring the Big Five personality tendencies of Chinese plant-based meat consumers

This article aims to deeply analyze the five personality traits of green consumers and explore how these traits affect their consumption behavior towards plant-based meat products. This research examines the plant-based meat products offered by three well-known online retailers in China's e-commerce market using a machine learning algorithm and big data model. The study utilizes the BERT model to analyze the personality traits of green consumers. The research results indicate that a majority of plant-based meat consumers are green consumers with open personalities. This study uniquely integrates personality psychology theory with consumer behavior research in online reviews. The research findings offer a fresh perspective on understanding the intrinsic characteristics and behavioral tendencies of green consumers, while also offering valuable insights for green food enterprises to inform future business decisions.