The electronic waste (e-waste) crisis is largely the result of low levels of retail consumer participation in proper e-waste (such as old mobiles phones) disposal and mismanagement of sustainable practices by adopting the sustainable development goal (SDG 13). To motivate consumers to adopt e-waste reduction behaviour, it is important to completely understand the factors inducing their e-waste reduction behaviour. Accordingly, this study employs a mixed-methods approach. Qualitative in-depth interviews with 32 retail consumers revealed key themes related to e-waste awareness, attitudes, and personality traits. A quantitative survey of 330 consumers then tested a model based on the value-attitude-behavior (VAB) theory, examining how awareness of e-waste consequences (e.g., old mobile phones) affects e-waste disposal and donation behaviors through e-waste reduction attitudes. Additionally, we examined the moderating role of the big five personality traits in the awareness of e-waste consequences and e-waste reduction attitudes relationship. The findings showed that there is a significant direct as well as indirect effect of knowledge of the consequences of e-waste on e-waste disposal and donation behaviours through e-waste attitude. Further, the moderation results revealed a significant interaction effect of awareness of e-waste consequences and two personality traits, extraversion, and emotional stability, on e-waste attitude, however, in the reverse direction. Moreover, the other personality traits (agreeableness, conscientiousness, and openness) were not found to be significant. Findings offer insights for manufacturers and policymakers on increasing consumer participation in proper e-waste disposal management through targeted strategies based on knowledge gaps and personality tendencies.