The use of sustainable labeling packaging has become an increasingly popular way for companies to reduce their environmental impact. However, little research has been done on the factors that contribute to consumer purchase behavior of sustainable labeling packaging. This study aims to investigate the factors that contribute to purchase behavior of sustainable labeling packaging, with a specific focus on the role of perceived behavioral control, openness to experience, and conscientiousness. Drawing on the theory of planned behavior and trait theory, we propose a conceptual model in which these factors predict purchase behavior through the mediating effect of purchase intention. Hence, this study aims to impart a conceptual analysis of the relationship between perceived behavioral control, openness to experience and conscientiousness on the purchase behavior of sustainable labeling packaging, as well as the mediate by purchase intention. This study contributes to the literature by highlighting the importance of individual personality traits in shaping consumer behavior and addressing a research gap in the literature on the role of perceived behavioral control in sustainable packaging purchase behavior. In addition, this study provides important implications for marketers and policymakers seeking to promote sustainable packaging labeling and encourage consumers to adopt environmentally responsible behaviors.
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