Integrative big Five–Environment model: Analyzing pro-environmental behavior through SEM-PLS and fuzzy multi-criteria

This study investigates the interplay between the Big Five personality traits, Environmental Factors, and pro-environmental behavior (PEB) using an integrated approach that combines Structural Equation Modeling (SEM-PLS) and Fuzzy Multi-Criteria Decision Making (FMCDM). The primary objective is to examine the statistical associations between personality traits—openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism—and pro-environmental behavior, as well as the indirect statistical associations through Environmental Factors. Data were collected through a structured questionnaire from 200 respondents and analyzed using SmartPLS and fuzzy AHP techniques to assess measurement validity, model fit, and priority weighting. Key findings indicate that agreeableness, conscientiousness, extraversion, and neuroticism are positively associated with PEB, while openness to experience is not significantly associated with PEB through Environmental Factors. Environmental Factors are also statistically associated with pro-environmental behavior and show indirect statistical associations between several personality traits (conscientiousness, extraversion, agreeableness, and neuroticism) and PEB. FMCDM analysis further indicates the higher priority of Environmental Factors relative to personality traits in the decision-oriented prioritization of environmentally responsible actions. In this study, Environmental Factors represent respondents’ perceptions of contextual support, including infrastructure, institutional support, social norms, community involvement, and environmental role models, rather than objectively measured environmental conditions. The study contributes to the environmental psychology literature by integrating trait-based and contextual perspectives and examining statistical associations among personality traits, perceived contextual environmental support, and sustainable behavior. Methodologically, the incorporation of FMCDM adds robustness to the traditional SEM framework by offering decision-oriented prioritization. This research is original in combining psychological and systems-based approaches to environmental behavior and offers valuable implications for targeted behavioral interventions, policy design, and environmental education tailored to individual differences.