The relationship between five factor personality model and sustainable consumption behaviours and the effect of environmental awareness

In this study, awareness of global problems has recently increased considerably and has led people to sustainability-based behaviors. While the average temperature in the world is gradually increasing, it has started to pose a threat to the life of living things by causing problems such as climate crisis, environmental problems and decrease in biodiversity. In order to ensure the sustainable development approach developed as a solution to this problem, it has become very important for consumers to show sustainability-based behaviors. The aim of the study is to examine the sustainable consumption behaviors of consumers who intend to be a solution to a global problem according to their personality traits and to investigate the effect of environmental awareness on this relationship. The importance of the research is to explain the sustainable consumption behaviors of consumers in terms of personality traits and environmental awareness and to contribute to the literature in examining the factors that enable consumers' orientation towards sustainable consumption. In this direction, it is planned to be a helpful source for future studies in the field. Within the scope of this research, data were collected through online survey technique with convenience sampling method. IBM SPSS 24.0 and Smart PLS programs were used to analyze the data obtained from 250 participants. The relationship between the variables used in the study was tested with the Structural Equation Modeling (SEM) method. According to the findings, there is a significant relationship between environmental awareness and personality traits, but there is no significant relationship between environmental awareness and sustainable consumption behaviors.