How Green is My Value: Exploring the Relationship Between Environmentalism and Materialism

Abstract

Environmentalism is enjoying a rebirth of interest in market- ing and consumer behaivior. This pajser explains and clarifies environmentalism, and explores its relationship with another im- portant consumption-oriented value, materialism. In general, the two are negatively related and may be considered competing orientations. Furthermore, the intricacies of the relationship be- tween various aspects of materialism and environmentalism sug- gest potential marketing strategies for the promotion of "green" products and environmental concem in general