Understanding the Mediating Role of Purchase Intention in Personality-Driven Sustainable Consumption Behaviour

Sustainable consumption has gained increasing attention due to growing environmental concerns and the need to encourage responsible consumer behaviour. Despite greater awareness of sustainability issues, many consumers continue to exhibit a gap between favourable sustainability perceptions and actual purchasing behaviour. This study examines the influence of personality traits and perceived behavioural control on sustainable consumption behaviour, with particular attention to the mediating role of purchase intention. Drawing on personality-based and intention-driven behavioural perspectives, the study investigates the effects of openness to experience, conscientiousness, and perceived behavioural control on consumers’ sustainable purchasing decisions. A quantitative research design was employed, and data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that purchase intention is the strongest predictor of sustainable consumption behaviour. Conscientiousness significantly influences both purchase intention and sustainable consumption behaviour, while openness to experience demonstrates an indirect effect through purchase intention but does not directly predict behaviour. Perceived behavioural control significantly affects purchase intention and sustainable consumption behaviour, highlighting the importance of consumers’ perceived capability to engage in sustainable purchasing practices. The mediation analysis confirms that purchase intention serves as a critical mechanism linking personality traits with sustainable consumption behaviour. These findings contribute to the growing literature on personality-driven consumer behaviour by demonstrating that personality traits influence sustainable purchasing through different pathways rather than through uniform direct effects. The study offers practical insights for marketers, sustainability practitioners, and policymakers seeking to promote sustainable consumption through personality-aligned communication strategies, enhanced consumer engagement, and interventions that strengthen purchase intention and behavioural capability.