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EMAC 2022 Regional Conference

Trade-offs between materialism and pro-environmental behavior in the light of narcissism

Published: December 1, 2022


Linas Pupelis, Kaunas University of Technology; Beata Å einauskienÄ—, Kaunas University of Technology


This study aimed to disclose how customers make preferences over choice sets containing materialism and pro-environmental behavior attributes. The conjoint design was used to capture consumer preferences. Additionally, materialism preferences were compared with material value scale results, and pro-environmental behavior preferences were compared against pro-environmental behavior scale results. Results showed that customers prefer low materialism value attributes together with high pro-environmental behavior value attributes in one set. In addition, we accounted for the effect of narcissism on the attitude-behavior gap. Narcissism's effect on materialism and the pro-environmental attitude-behavior gap was not captured, except for success-prestige and pro-environmental behavior-no-recycling associations.