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

Muhammad Awais (), Tanzila Samin (), Muhammad Awais Gulzar (), Jinsoo Hwang () and Muhammad Zubair ()
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Muhammad Awais: Department of Data Science & Engineering Management, School of Management, Zhejiang University, Hangzhou 310058, China
Tanzila Samin: School of Business Management, NFC Institute of Engineering & Fertilizer Research, Faisalabad 38000, Pakistan
Muhammad Awais Gulzar: Waikato Management School, University of Waikato, Hamilton 3240, New Zealand
Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejeong University, Seoul 143-747, Korea
Muhammad Zubair: Department of Marketing, School of Management, Zhejiang University, Hangzhou 310058, China

Sustainability, 2020, vol. 12, issue 2, 1-1

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.

Keywords: e-mavenism; social network sites; frugality; structural equation modeling; sustainable consumption behavior; the big five (search for similar items in EconPapers)
JEL-codes: Q Q0 Q2 Q3 Q5 Q56 O13 (search for similar items in EconPapers)
Date: 2020
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