| Title |
Exploring the trade-off between materialism and pro-environmental behavior through the Lens of narcissism |
| Authors |
Pupelis, Linas ; Šeinauskienė, Beata |
| DOI |
10.3390/businesses5040051 |
| Full Text |
|
| Is Part of |
Businesses.. Basel : MDPI. 2025, vol. 5, iss. 4, art. no. 51, p. 1-16.. ISSN 2673-7116 |
| Keywords [eng] |
materialism ; pro-environmental behavior ; narcissism |
| Abstract [eng] |
This study investigates the relationship between materialism and pro-environmental behavior, focusing on the moderating role of narcissism in the attitude–behavior gap. A mixed-method research design was employed, combining a preference-based conjoint experiment with psychometric scales including the Material Values Scale (MVS), Recurring Pro-Environmental Behavior Scale (PEB), and Narcissistic Admiration and Rivalry Questionnaire short scale (NARQ-S). A convenience sample of 71 participants evaluated pro-environmental behavior-related choices while also self-reporting their materialistic and pro-environmental values. Results revealed that profiles emphasizing low materialism and high pro-environmental attitudes were most preferred, supporting the hypothesized negative relationship between materialism and pro-environmental choices. The materialism–success dimension showed the strongest behavioral influence. However, narcissism did not significantly moderate the relationship between attitudes and behavior. These findings contribute to dual-attitude theory and impression-management literature by showing that materialists may endorse pro-environmental behavior when it supports social identity signaling. The results have implications for both marketers and policymakers in designing strategies that appeal to reputation-sensitive consumers. |
| Published |
Basel : MDPI |
| Type |
Journal article |
| Language |
English |
| Publication date |
2025 |
| CC license |
|
