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When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation

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  • Marcelo Vinhal Nepomuceno

    (HEC Montréal)

  • Michel Laroche

    (Concordia University)

Abstract

Prior research indicated that resistance to consumption contributes to the achievement of sustainable development goals and is associated with higher well-being. We investigate conditions under which materialists intend to resist consumption. We find that by enhancing self-control and long-term orientation, the intention to resist consumption and the frugality scores of high- and low-materialism individuals increase. These increases are stronger for those who believe that possessions are a source of happiness, but not for those who believe that possessions signal success or for those who believe that acquiring possessions is a central goal in their daily lives. The findings suggest that individuals who believe that possessions are a source of happiness and who are led to feel more self-controlled and long-term oriented become inclined to resist consumption in the short-term to achieve materialistic aspirations in the long-term. Similar findings were not obtained for the other dimensions of materialism because these dimensions do not motivate one to save in the short-term. Overall, these studies demonstrate that the happiness dimension of materialism may also motivate resistance to consumption. Such findings have implications for sustainability, for public policy makers, and for business ethics.

Suggested Citation

  • Marcelo Vinhal Nepomuceno & Michel Laroche, 2017. "When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation," Journal of Business Ethics, Springer, vol. 143(3), pages 467-483, July.
    • Handle: RePEc:kap:jbuset:v:143:y:2017:i:3:d:10.1007_s10551-015-2792-0
    DOI: 10.1007/s10551-015-2792-0
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