The impact of materialism on green consumption: Promotion or inhibition?

Abstract: In today’s Chinese society, where materialistic values prevail, the promotion of green consumption is a matter of concern. Previous studies have drawn contradictory conclusions regarding the relationship between materialism and green consumption. Apropos this, the current research takes the conspicuous and inconspicuous characteristics of green products themselves as the breakthrough point. This study first examines the boundary conditions of materialism affecting green consumption, namely the moderating role of green products’ conspicuous characteristics. It further explores the psychological mechanisms of materialism promoting conspicuous green consumption and inhibiting inconspicuous green consumption, and finally investigates the intervening effects of nature contact on this basis. These studies provide new ideas for solving existing research differences and make management suggestions for enterprises and the government to guide green consumption."