Humans' overconsumption of resources is a leading contributor to global climate change, says University of Arizona researcher Sabrina Helm. Therefore, it's increasingly important to understand the choices consumers make and how those decisions affect the health of a planet with limited resources. In a new study, published in the journal Young Consumers, Helm and her colleagues explore how materialistic values influence pro-environmental behaviors in millennials, who are now the nation's most influential group of consumers.
The researchers focused on two main categories of pro-environmental behaviors: reduced consumption, which includes actions like repairing instead of replacing older items; and "green buying," or purchasing products designed to limit environmental impacts. The researchers also looked at how engaging in pro-environmental behaviors affects consumer well-being.
More materialistic participants, the researchers found, were unlikely to engage in reduced consumption. However, materialism did not seem to have an effect on their likelihood of practicing "green buying." That's probably because "green buying," unlike reduced consumption, still offers a way for materialists to fulfill their desire to get new items, Helm said.
Study participants who reported having fewer materialistic values were much more likely to engage in reduced consumption. Consuming less was, in turn, linked to higher personal well-being and lower psychological suffering. Green buying—which may have some positive environmental effects, although to a smaller degree than reduced consumption—was not found to improve consumer well-being, Helm said.
The take-home message for consumers: "The key is to reduce consumption and not just buy green stuff. Having less and buying less can actually make us more satisfied and happier," Helm said. "If you have a lot of stuff, you have a lot on your mind," she said. "For example, it requires maintenance and there's a lot of burdens of ownership, and if you relieve yourself of that burden of ownership, most people report feeling a lot better and freer."
Helm and her colleagues additionally looked at how materialism affects millennial consumers' proactive financial behaviors, such as budgeting and saving. Examining financial behaviors alongside pro-environmental behaviors provides a picture of how young adults proactively deal with resource limitations in two contexts: environmental and financial, Helm said.
As expected, Helm and her colleagues found that those who reported having more materialistic values engaged in fewer proactive financial behaviors than their less materialistic counterparts (对应的人). The researchers also found that, consistent with previous studies, proactive financial behaviors were associated with better personal well-being, life satisfaction and financial satisfaction, as well as lower psychological suffering.
Understanding how materialistic values impact consumer behaviors, and how those behaviors in turn affect personal and environmental well-being, is important, Helm said. However, she acknowledges that for many consumers, shifting behaviors to be more financially proactive and consume less will be challenging.
