Materialism vs environmentalism

Author: Dawn Southgate

This study examines consumers’ purchase intentions towards smart environmental objects. It segments consumers according to two dimensions of such objects: environment (concerns and beliefs) and technology (materialistic values and technological beliefs). The authors identify four consumer segments: unconcerned, retro eco-friendly, non-materialistic converted and converted. The converted consumers were found to have the highest purchase intentions as well as high levels of environmental beliefs and perceived usefulness. The study brings together what were previously assumed to be opposing elements, namely materialism and environmentalism.

Journal of Consumer Marketing, Vol 36(2) 2019, pp317-327 (Schill and Godefroit-Winkel)

[First appeared in Cutting Edge, 27 March 2019]