Crafting Global Green Consumption: The Role of Personality Traits and Experiential Marketing in the Beverage Industry

The global ecological crisis is driving the beverage industry toward sustainable and personalized marketing to meet consumer demand. This study integrates the Big Five personality model and experiential marketing theory, constructing a chain mediation model linking personality traits, experiential dimensions, experiential value (functional and hedonic), and green purchase intention. Using PLS-SEM on data from 688 Chinese consumers, the results show that openness influences all five experiential dimensions; extraversion affects all except think; conscientiousness influences only think; agreeableness impacts sense and feel; and neuroticism negatively affects all dimensions. Mediation analysis reveals that act and relate do not mediate functional value, while sense and act do not mediate hedonic value. These findings highlight how personality traits shape experiential marketing outcomes, emphasizing the importance for multinational beverage companies to tailor their strategies to consumer personalities in order to enhance green purchase intention and strengthen global competitiveness.