Materialistic Values and Environmental Challenges

Organization: 
Knox College

Through surveys and interviews with sample populations, the researchers determine that materialistic values have a negative impact on social behaviours. Consequently, social marketing ought to be wary of connecting environmental behaviour to materialistic aims because doing so reinforces materialistic values, which are bad for the environment, and inherently is less motivating than other non-economic incentives.
Author: Dr. Tim Kasser

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