Abstract
This article aims to deeply analyze the five personality traits of green consumers and explore how these traits affect their consumption behavior towards plant-based meat products. This research examines the plant-based meat products offered by three well-known online retailers in China's e-commerce market using a machine learning algorithm and big data model. The study utilizes the BERT model to analyze the personality traits of green consumers. The research results indicate that a majority of plant-based meat consumers are green consumers with open personalities. This study uniquely integrates personality psychology theory with consumer behavior research in online reviews. The research findings offer a fresh perspective on understanding the intrinsic characteristics and behavioral tendencies of green consumers, while also offering valuable insights for green food enterprises to inform future business decisions.
Recommended Citation
Meimei, Luo; Shuwen, Wu; and Chenguang, Hu, "Exploring the Big Five personality tendencies of Chinese plant-based meat consumers" (2024). ICEB 2024 Proceedings (Zhuhai, China). 52.
https://aisel.aisnet.org/iceb2024/52