Author ORCID Identifier

https://orcid.org/0009-0005-5670-4888

Semester

Spring

Date of Graduation

2024

Document Type

Dissertation

Degree Type

PhD

College

Chambers College of Business and Economics

Department

Marketing

Committee Chair

Jody Crosno

Committee Co-Chair

Paula Fitzgerald

Committee Member

Julian Givi

Committee Member

Traci Freling

Abstract

While resource affluence is desired by most individuals, it may not always be advantageous for a collective group. Recent research documents some “dark side” effects associated with resource affluence, such as reducing people’s willingness to help others or leading to unethical behaviors (e.g., Piff et al. 2012; Vohs et al. 2016). Building on this body of work and advances in sustainability research, this study investigates the impact of financial affluence on sustainable consumer behavior. Using a multi-method approach (archival data and experiments), this study demonstrates that financial affluence leads to less sustainable consumer behaviors compared to a control group, across various methods of measurement. Furthermore, this study hypothesizes that the main mechanism through which financial affluence affects sustainability is perceived time pressure. Specifically, financial affluence may heighten people’s perceived time pressure, as they place a higher value on time and pursue a faster-paced lifestyle. This, in turn, results in less sustainable consumer behaviors, particularly less effort-based (vs. monetary-based) ones. Nevertheless, the proposed mediation mechanism is not supported, through either the measured or the manipulated perceived time pressure variable. However, the moderation effect of sustainability type on the primary effect receives partial support. Theoretical and managerial implications are discussed based on the conclusions of the study.

Embargo Reason

Publication Pending

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Available for download on Saturday, April 26, 2025

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Marketing Commons

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