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Erscheinungsjahr: 
2025
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[Journal:] Businesses [ISSN:] 2673-7116 [Volume:] 5 [Issue:] 4 [Article No.:] 51 [Year:] 2025 [Pages:] 1-16
Verlag: 
MDPI, Basel
Zusammenfassung: 
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.
Schlagwörter: 
materialism
narcissism
pro-environmental behavior
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