Author(s): Olawale Fatoki
The study focused on young consumers who are expected to drive green consumption in the present and future through their purchasing behaviour. The study examined the relationship between personality traits using the Five-Factor model and the green purchasing behaviour of young consumers in South Africa. The cross sectional survey method was used for data collection in a quantitative study. Data was collected from final year undergraduate students at two South African universities and the PLS SEM was used for analysis. The results indicated significant positive relationships between four personality traits (openness to experience, conscientiousness, extraversion, agreeableness) and green purchasing behaviour. Research implications and areas for further study are discussed.