Study participants who reported having fewer materialistic values were more likely to engage in reduced consumption.
Humans' overconsumption of resources – from food to transportation– is a leading contributor to global climate change, says Sabrina Helm, researcher for University of Arizona, Tucson, Ariz. Therefore, it's increasingly important to understand the choices consumers make and how those decisions affect the health of a planet with limited resources.
A new study published in Young Consumers explores how materialistic values influence pro-environmental behaviors in Millennials.