Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior

Abstract

Materialistic lifestyle, along with the increase in the world’s population, is leading to unlimited hyper-consumption due to raising the global demand for services and goods. Marketing strategies can be acclimatized to offer more viably to the vital segment of buyers by engaging e-mavens, their antecedents of big five personality traits, frugality, and sustainable consumption behavior are needed to comprehend. The study assessed the novel endeavor to exhibit a potential relationship among the big five, e-mavenism, frugality, and sustainable consumption behavior in social networking sites. This body of knowledge adds to comprehend sustainable consumption behavior and fills many gaps by using data from a sample (n = 387) of social networking sites users from China. Causal modeling technique (SEM) is affianced to evaluate the study hypotheses. The data from an online survey disclose a positive association of agreeableness, conscientiousness, extraversion, neuroticism, and openness to experience with e-mavenism. The results affirm that e-mavenism is positively correlated with frugality. Moreover, frugality is vital in the growth of sustainable consumption behavior as well. Eventually, e-mavenism positively influences sustainable consumption behavior. These results enhance understanding of sustainable consumption behavior and provide an opportunity that marketing managers may apply these constructs into their strategies to achieve competitive advantage.

Determinants of Frugal Behavior: The Influences of Consciousness for Sustainable Consumption, Materialism, and the Consideration of Future Consequences

“…It can be defined as a set of self-regulated consumer behaviors, related to both disciplined and restricted purchasing and the resourceful use of available products and services. These behaviors include routine actions such as seeking value and low prices, limiting consumption, using products as long as possible, taking care of and maintaining available goods, purchasing material goods considering future needs, repurposing, repairing, reusing, and recycling (Lastovicka et al, 1999;Goldsmith et al, 2014;Awais et al, 2020). Pepper et al (2009) empirically operationalize the concept of frugal consumer behavior based on six items that highlight control during the purchase of goods.…”

Recommendations for Sustainable Brand Personalities: An Empirical Study

“…Personality was used in a mixed logit model as an exploratory variable; the results found that open, extraverted, neurotic, and agreeable consumers had a high preference for a fair trade label. Awais et al [51] used a structural equation model to assess the relationship between personality (measured by the five-factor model) and e-mavenism, frugality, and sustainable consumption behavior in a Chinese sample. They maintained a positive relationship between respondents' personality, e-mavenism, frugality, and sustainable consumption.…”

Research on the influence of theme restaurant interior design on users’ consumption behavior based on the layout of interior environment space

“…After the external stimulus is received by the consumer, it undergoes a certain psychological process and produces a visible behavioral response, which is the consumer purchase behavior decision process. According to the Howard-Shetch theory shown in figure 1, the consumption behavior pattern of theme restaurant users is analyzed [6][7][8].…”