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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.