How Consumers’ Materialistic Values and Narcissistic Tendencies affect their Pro-Environmental Attitudes, Intentions, and Choices

Abstract

This study aims to investigate the relationship between materialism success and pro-environmental outcomes, while also considering the moderating effect of narcissism. By performing this, it seeks to address the contradictions seen in previous research on this topic. The regression analysis found a little negative correlation between materialism success and pro-environmental attitudes. Surprisingly, there were positive associations discovered between pro-environmental intentions and behavior, which contradicted previous research results. The presence of narcissism did not have a substantial impact on these interactions. Furthermore, the Chi-square test indicated that narcissism has an impact on the relationship between materialism success and pro-environmental behavior, while it does not act as a direct moderator. The complex nature of these connections emphasizes the necessity for additional investigation into specific characteristics that influence environmental attitudes and behaviors. The limitations of this study are to its narrow focus on pro-environmental intentions and behavior within a simulated online store. Further investigation is needed to examine these factors across various product categories and real-life contexts.