Behaviorally-informed policies to reduce materialism among youth in Egypt: experimental evidence

Materialism, characterized by prioritizing material possessions over intrinsic values, has been shown to negatively impact well-being, social behavior, and economic activities. However, limited research addresses interventions to reduce materialism in non-WEIRD societies, particularly in the Middle East. This study examines the effectiveness of behavioral interventions in lowering personal materialism among Egyptian youth, a demographic displaying significant materialistic tendencies. Utilizing a survey experiment with 296 participants from Egypt’s 25 governorates, the study employed Richins and Dawson’s Material Values Scale (1992) to measure materialism. Participants were randomly assigned to one of three interventions: boosting self-esteem, fostering gratitude, or promoting empathy, in addition to a control group. Results indicate that interventions targeting self-esteem and empathy significantly reduced materialism overall score (p < 0.05) and (p < .01), respectively, and materialism score was associated with centrality, while self-esteem, gratitude, and empathy notably lower materialism in dimensions associated with success. However, no significant impact was observed on materialism's score. These findings highlight the potential of governance measures and behaviorally-informed policies in addressing materialism and suggest tailored interventions to promote intrinsic values among youth.