Gluttony as predictor of compulsive buying behaviour

The main purpose of this research is to evaluate Gluttony's role in consumers' compulsive buying behaviour. Specifically, the authors want to identify the main psychological antecedents of the construct (expressed with the Big Five) and the moderating effects of shopping motives (in the two dimensions hedonism and utilitarianism). The hypotheses were tested by applying survey data from 335 participants to a mediation model with a moderator. The results show that consciousness adversely affects gluttony, while neuroticism has a positive impact on it. Gluttony, in turn, mediates the relationship between these personality traits and compulsive buying behaviour. Finally, contrary to what might be expected, only utilitarianism accentuates the effect of gluttony on compulsive buying behaviour. Using these results, managers and policymakers can create more effective strategies for their commercial or awareness initiatives. This study clarifies the role of gluttony in consumer behaviour by identifying the underlying personality traits.