Thank you for allowing me to review the paper titled “Values, Personality Traits, and Packaging-Free Shopping: A Mixed-Method Approach” for publication in BEER. Following are my recommendations to improve the paper comprehensively.

1. On Page 3, the statement “first study to look at UK consumers” seems too opportunistic and should be re-written.
2. Referring to the methodology section, three dimensions were mainly measured. The other two (extraversion, and agreeableness) were used for post-hoc test due to inconsistent results. Having said that, this is not a solid justification to drop them from the main model. The “inconsistent findings” are itself findings that pave the way for addressing the research questions.
3. Author(s) provide ample information to support the two-items dimension of Big Five Personality. First of all, Gosling et al. (2003) questionnaire is a short instrument with psychometric-related issues. When a questionnaire that complies all the psychometric properties, researchers should not use a shorter version. Hence, a major downfall of this study. Secondly, the number of citations is not an indicator to justify the generalizability or importance.
4. Section 3.1.1 itself justifies point 3.
5. Another major limitation of this study is to conduct a study with a student sample as the majority of the respondents were students. Apart from other methodological and generalizability issues with the student sample, the buying power and intentions to buy such products have serious concerns. For instance, Cowe and William (2000) reported that 30% of European consumers were interested in ethical consumption, but the actual purchase was 3% only. Mak et al. (2012) also reported that 2% of New Zealanders use ethical purchase decisions, while 25% showed their intentions. How does the researcher(s) address this issue with the student sample?
6. The theoretical and managerial implications require improvement.

Best of luck with the revisions.