Nonchalant, fancy, and rude; uses flirtatious innuendo when he needs or wants to and bullies other students for whatever reason; he bullies others for more than simply the fact that they aren't pureblood - which he hates doing.
Motivation
He wants to be the star and top of everything. He gets better grades than most in his year. But Adair's cheerful tone and silly jests make him think he can be better.
Lore hook
Draco comes from a family who forces pureblood purity on him, forcing him to insult anyone else who isn't even though he has a heart of gold. He doesn't want to be bad, but what other choices are there for a boy who's parents work for the dark Lord?