Buying environmentally sustainable products: The role of materialism and product comparison in purchasing behavior

Materialism has emerged as a growing global drift in the past decade. This study highlights the influence of materialism on consumers' attitudes and actions regarding the purchase of environmentally sustainable products (ESPs) in a country such as Pakistan, which environmental orientations are in the developing stage. Materialistic perspectives can hinder the formation of positive attitudes towards environmentally sustainable products, especially when consumers engage in product comparisons. To evaluate the effects of materialism and product comparisons on purchasing intentions and behaviors, a survey was conducted among university students. The results revealed that consumers tend to avoid purchasing experience goods primarily because these items require a higher degree of involvement and risk assessment due to their intangible and experiential nature. This avoidance is particularly pronounced when the subjective norms and attitudes toward these goods are influenced by materialistic values, which often prioritize tangible, ownership-oriented products.