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    Being green in a materialistic world: Consequences for subjective well-being

    Furchheim, Pia and Martin, Christian and Morhart, Felicitas (2020) Being green in a materialistic world: Consequences for subjective well-being. Psychology & marketing, 37 (1). pp. 114-130. ISSN 0742-6046

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    This paper explores the potential negative side‐effects of the sustainability movement in societies with large segments of materialistic consumers. Across three studies, there is evidence that a conflict between materialistic and green value profiles can arise in consumers. When it arises, it seems to be related to diminished well‐being. Study 1 shows that consumers with a higher value conflict (VC) experienced higher levels of stress. Consumers with higher degrees of stress then reported lower satisfaction with life. Study 2 reveals the underlying process by which this value conflict affects well‐being. The results suggest that the value conflict is related to a reduced clarity of consumers’ self‐concept (SCC), which in turn is related to increased levels of stress and a lower satisfaction with life. Results of Study 3 show that preference for consistency (PfC) serves as a boundary condition to this effect. The negative effect of VC on SCC is most pronounced among consumers high in PfC, while low PfC consumers seem to suffer less from the negative consequences of a conflict between green and materialistic values. Conceptual and public‐policy implications of these results are discussed.

    Item Type: Article
    Keywords: green values; materialism; preference for consistency; satisfaction with life; self‐concept clarity; stress; value conflict;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 16363
    Identification Number:
    Depositing User: Christian Martin
    Date Deposited: 28 Jul 2022 09:03
    Journal or Publication Title: Psychology & marketing
    Publisher: Wiley
    Refereed: Yes
    Funders: Volteface, Grant/Award Number: Volteface research grant (
    Use Licence: This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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