Doctoral Dissertations

Orcid ID

https://orcid.org/0000-0002-4994-2475

Date of Award

5-2024

Degree Type

Dissertation

Degree Name

Doctor of Philosophy

Major

Communication and Information

Major Professor

Eric Haley

Committee Members

Matthew Childs Pittman, Michael Palenchar, Garriy Shteynberg

Abstract

This paper explores the complex dynamics of consumer behavior, particularly focusing on materialistic individuals' propensity towards unsustainable consumption practices and their reluctance to engage with brands' purpose-driven initiatives. Drawing on existing literature, the study highlights strategies to minimize the detrimental effects of materialism on environmental concerns. It also aims to enhance ethical product preferences by examining consumers' consumption patterns. Materialistic consumers prioritize product acquisition for status display rather than practical utility. They often overlook the societal and environmental implications of their choices.

In response to this challenge, the research aims to investigate scarcity strategies as a means to incentivize materialistic consumers towards ethical consumption. Previous studies have primarily relied on message appeals such as fear, guilt, and self-benefit to encourage ethical choices, yielding inconsistent results. By addressing the gap left by previous studies, this research proposes aligning with materialistic consumers' existing values as a more effective approach. Leveraging the Naïve Theory of consumer behavior, which suggests that consumers make decisions based on readily accessible information and immediate benefits, the study argues that emphasizing scarcity appeal for ethical products can resonate with materialistic consumers.

The paper explores the concept of perceived value across functional, economic, social, and emotional dimensions, examining how it varies with levels of materialism. By integrating insights from limited edition collections and consumer psychology, the study underscores the allure of scarcity in fostering a sense of exclusivity and individuality among materialistic consumers. Furthermore, the study addresses the gap in the existing literature by investigating the interplay between scarcity and socially responsible product attributes in shaping ethical behavior among materialistic consumers.

This research contributes to both theoretical understanding and practical applications by offering insights into sustainability and scarcity strategies tailored to resonate with materialistic consumers. By examining perceived value across distinct dimensions, it enhances our understanding of consumer behavior in the context of ethical consumption. Ultimately, the findings aim to inform strategic advertising approaches and promote more sustainable consumption patterns among materialistic individuals.

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