Author, Institution: Rita Markauskaitė, Kaunas University of Technology
Science area, field of science: Social Sciences, Management, S003
Scientific Supervisor: Prof. Dr. Aušra Rūtelionė (Kaunas University of Technology, Social Sciences, Management, S003)
Scientific Advisor: Assoc. Prof. Dr. Vestina Vainauskienė (Kaunas University of Technology, Social Sciences, Management, S003)
Dissertation Defense Board of Management Science Field:
Assoc. Prof. Dr. Beata Šeinauskienė (Kaunas University of Technology, Social Sciences, Management, S003) – chairperson
Prof. Dr. Viltė Auruškevičienė (ISM University of Management and Economics, Social Sciences, Management, S003)
Prof. Dr. Aistė Dovalienė (Kauno technologijos universitetas, socialiniai mokslai, vadyba, S003)
Prof. Dr. Arminda Maria Finisterra do Paco (The University of Beira Interior, Portugal, Social Sciences, Management, S003)
Prof. Dr. Žaneta Gravelines (Kaunas University of Technology, Social Sciences, Management, S003)
Dissertation defense meeting will be at Rectorate Hall of Kaunas University of Technology (K. Donelaičio 73-402, Kaunas)
The doctoral dissertation is available at the library of Kaunas University of Technology (Gedimino 50, Kaunas) and on the internet: R. Markauskaitė el. dissertation (PDF)
Annotation: The dissertation explores the conflict between two important contemporary consumer values: green and materialistic. This conflict arises from conflicting value orientations. Green values reflect an individual’s desire to protect the environment through responsible consumption behaviour, while materialistic values refer to a consumer’s tendency to buy and acquire as many material objects as possible. Materialistic values are in contrast to green values, which emphasise the importance of preserving the environment. A consumer with both these values faces a conflict of values. The phenomenon of value conflict can be explained on the basis of cognitive dissonance theory. The research conducted in this dissertation has revealed the antecedents and consequences of the conflict between consumers’ materialistic and green values. The results of the study showed that mindfulness, impulsive buying and dissonant information act as antecedents of this value conflict. Mindfulness and dissonant information are negatively related to the conflict between materialistic and green values, whereas impulsive buying is positively related. The study shows that materialistic and green value conflict is positively related to psychological discomfort: as conflict increases, psychological discomfort increases. Furthermore, psychological discomfort was found to increase motivation to change behaviour. Thus, the study shows that consumer value conflict is positively related to motivation to change behaviour. This means that consumers who experience a conflict between materialistic and green values are more motivated to reduce consumption and change their behaviour.
December 16 d. 12:00
Rectorate Hall of Kaunas University of Technology (K. Donelaičio 73-402, Kaunas)
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