TY - JOUR
T1 - Crafting Global Green Consumption
T2 - The Role of Personality Traits and Experiential Marketing in the Beverage Industry
AU - Zhao, Na
AU - Hazrul Nik Hashim, Nik Mohd
AU - Kakuda, Nakaya
AU - Si, Shuyang
PY - 2025/4/8
Y1 - 2025/4/8
N2 - The global ecological crisis and industrial transformation have driven sustainable, innovative, and personalized marketing strategies. While multinational beverage companies primarily focus on eco-friendly packaging and low-carbon processes, there is growing consumer demand for multidimensional experiences. This study integrates the Big Five model and experiential marketing theory to construct a chain mediation model linking personality traits, experience dimensions, experiential value (functional/hedonic), and green purchase intention. Using PLS-SEM on data from 688 Chinese consumers, results show that Openness influences all experience dimensions, Extraversion affects all except Think, Conscientiousness influences only Think, Agreeableness impacts Sense and Feel dimensions, and Neuroticism negatively affects all. Additionally, the Act and Relate dimensions do not mediate functional value, while Sense and Act dimensions do not mediate hedonic value. These findings emphasize the need for personalized experiential marketing tailored to personality traits, offering empirical insights for multinationals to enhance green purchase intentions and gain a global competitive advantage.
AB - The global ecological crisis and industrial transformation have driven sustainable, innovative, and personalized marketing strategies. While multinational beverage companies primarily focus on eco-friendly packaging and low-carbon processes, there is growing consumer demand for multidimensional experiences. This study integrates the Big Five model and experiential marketing theory to construct a chain mediation model linking personality traits, experience dimensions, experiential value (functional/hedonic), and green purchase intention. Using PLS-SEM on data from 688 Chinese consumers, results show that Openness influences all experience dimensions, Extraversion affects all except Think, Conscientiousness influences only Think, Agreeableness impacts Sense and Feel dimensions, and Neuroticism negatively affects all. Additionally, the Act and Relate dimensions do not mediate functional value, while Sense and Act dimensions do not mediate hedonic value. These findings emphasize the need for personalized experiential marketing tailored to personality traits, offering empirical insights for multinationals to enhance green purchase intentions and gain a global competitive advantage.
M3 - Article
SN - 1062-7375
JO - Journal of Global Information Management
JF - Journal of Global Information Management
ER -
