Exploring Antecedents of Consumers’ Green and Materialistic Values Conflict: The Case of Baltic Economy

In societies where consumers hold both green and materialistic values, which can be described as incompatible values, a conflict of values arises. Previous research on the green and materialistic value conflict has focused mainly on their negative consequences for consumer well-being. The antecedents of green and materialistic value conflict remain unclear. This research aims to determine the antecedents of consumers’ green and materialistic value conflict. Using a quantitative research strategy, data were collected following the survey method. The results of this research reveal that the effect of impulsive buying on the conflict between green and materialistic values is significant and positive, which means that impulsive buying reinforces the value conflict. Furthermore, the results show that the effect of mindfulness on the conflict between green and materialistic values is significant and negative, which means that mindfulness reduces the value conflict. These findings add substantially to our understanding of antecedents by adding new knowledge on the relatively under-researched antecedents of the conflict between green and materialistic values.