Amare Abawa (PhD)Betselot Zenebe2025-10-292025-10-292024-01-31https://etd.aau.edu.et/handle/123456789/7542The general objective of the study is to assess the moderating effect of consumers’ astrological profile on the relationship between personality and impulsive buying behavior. Using survey data from 404 respondents, the researcher applied PLS SEM to assess the measurement model and determine path coefficients regarding direct relationships. Bootstrapping was used to test for significance for direct paths and MICOM was assessed after running Permutation Multi group analysis to ensure multi group analysis was valid to proceed to the assessment of moderation effect. The findings indicate that while openness to experience (β=0.262,f2=0.065,p=0.000), conscientiousness ( 0.281,f2=0.088,p=0.000), agreeableness ( 0.115,f2=0.015,p=0.023) and neuroticism (β=0.323,f2=0.115,p=0.000) were found to be significantly related to impulsive buying behavior, extraversion’s relationship proved insignificant ( 0.016,f2=0.000,p=0.696). Regarding moderation effect, out of the five paths tested for moderation, astrological profile was found to moderate only the relationships of agreeableness (βfem=0.147, 0.299,p=0.000) and neuroticism (βfem=0.376,βmasc=0.109,p=0.009) with impulsive buying behavior. These research findings’ generalizability may be compromised regarding the use of convenience sampling, and the broad categorization of the moderating variable may blur the effects that may have proved significant in more specified categories. The insights from this study contribute valuable information to practically inform the decision making of businesses and marketers, leading them towards an effort boost regarding those consumers that score high on personality traits that relate inversely to impulsive buying behavior and also theoretically adds to the pool of literatures related to consumer behavior and psychology, serving as a springboard for more methodologically robust and theoretically groundbreaking researches. Even though several studies have been priorly published exploring the relationship between personality and behavior, the moderating influence of astrological profile as a categorical variable is scarcely investigated, and almost entirely absent in Ethiopian context. Thus, this study may open doors to a more methodologically and theoretically advanced, and culturally informed investigations into the topic. Results relating to the moderating effect of astrological profileenThesis