Navigating the Paradox: Materialism, Sustainable Practices and Well-Being in Emerging Markets

In emerging markets, the prevalence of materialistic tendencies has intensified consumption, impacting both the environment and consumer well-being. This research examines the paradoxical relationships between materialism, sustainable practices and consumer well-being through two cross-sectional studies. We explore linear and curvilinear relationships among these concepts across two sustainable practices (organic food consumption) and post-consumption (disposal of electronic waste). Study 1 investigates the relationships between organic food consumption, materialism, hedonic and eudaimonic well-being. In Study 2, we replicate the investigation, focusing on post-consumption practices, particularly the relationship between electronic waste disposal, materialism and life satisfaction as a dimension of subjective well-being. Findings reveal that materialistic values can motivate both sustainable and post-consumption practices, ultimately contributing to consumer well-being. Furthermore, to some extent, materialism can moderate the association between sustainable consumption and well-being. This research provides insights for promoting sustainable consumption and post-consumption practices in emerging markets.