Despite growing interest in sustainable consumption, little attention has been paid to exploring how personality traits and social visibility jointly shape sustainable consumer behavior in the literature. The joint examination of personality traits and social visibility is important, as personality influences intrinsic motivations, whereas social visibility can amplify or suppress these tendencies through perceived social judgment or recognition. This study investigates the moderating effects of visibility on the relationship between the Big Five personality traits and consumers’ purchase of sustainable products (i.e., clothing, food, and mobile phones). Data was collected through an online self-administered questionnaire. The results reveal that individuals with high levels of agreeable and open traits are more likely to engage in sustainable purchasing. Furthermore, social visibility significantly moderates the relationship between specific personality traits (e.g., conscientiousness) and sustainable purchase intentions. When sustainable behavior is more publicly visible, the influence of these traits on purchase intention is amplified. These results contribute to the literature by demonstrating how internal psychological factors, the Big Five personality traits, and external social cues and visibility jointly shape sustainable consumption behavior. This study underscores the importance of visibility as a contextual factor in strengthening sustainable personality-driven intentions. Understanding the drivers for sustainable consumer behavior is critical for businesses and policymakers aiming to advance the UN Sustainable Development Goals. This chapter examines how personality traits and social visibility influence consumers’ intentions to purchase sustainable products across three everyday categories: clothing, food, and mobile phones. The findings indicate that consumers with agreeable and open traits are more inclined to buy sustainable products. This study highlights the moderating role of social visibility. When sustainable actions are publicly observable, they serve as powerful signals of desirable traits, thereby strengthening their sustainable purchase intention. For managers, this suggests that sustainability campaigns should not only appeal to individual values but also focus on the public and identity-relevant aspects of sustainable products to enhance their signaling power. Design consumption experiences that are visibly “green” allow consumers to signal their environmental identity. Furthermore, developing tailored communication strategies for different personality segments can increase the effectiveness of corporate sustainability initiatives. By aligning messaging with personality-driven motivations and enhancing the visibility of sustainable choices, businesses can more effectively engage consumers and contribute to broader environmental goals. For policymakers, designing public recognition programs, such as visible ecolabels, can effectively enhance consumers’ adoption of sustainable purchases.