Achieving a sustainable future requires behaviour change on a large scale. One possible approach is to improve persuasive technology by mirroring each users’ personality, but research on this is very limited. In this work, we explore whether the Big Five personality traits underpin differences in persuasive text for sustainability, both in terms of content and linguistics. We also investigate whether personality scores can be reliably predicted from persuasive text, using machine learning (ML) techniques. Our results show that personality traits appear to influence some aspects of the content, but not linguistics; however, predicting personality is more successful through linguistics than content. We provide a follow-on analysis of which features are most informative to predict personality scores. Based on these results, we provide recommendations for automatic personality recognition and synthesis in persuasive technologies.