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This study aims to explore how personality traits affect consumer behaviour among football fans, focusing on the role of fan loyalty.

February 25, 2026PLoS ONEOpen Access

The effect of personality traits on consumer behaviour among football fans: The mediating role of fan loyalty

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This study aims to explore how personality traits affect consumer behaviour among football fans, focusing on the role of fan loyalty.
Analyzed data from 929 active university students who are football fans.
Used validated scales to assess personality traits, fan loyalty, and consumption behaviour.
Applied social identity theory to frame the research.
Indirect effects of personality traits on consumer behaviour through fan loyalty were significant.
Direct effects of personality traits on consumer behaviour were not statistically significant.
Personality traits correlate with sports fan consumption patterns through fan loyalty.

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This research examines how personality traits influence consumer behaviour through fan loyalty, highlighting implications for sports marketing.

Akgül et al. (2026) studied this question.

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This research examines how personality traits influence consumer behaviour through fan loyalty, highlighting implications for sports marketing.