Materialistic values impact on pro-environmental behavior: The case of transition country as Lithuania

Abstract Materialism is becoming a global phenomenon and is increasing exponentially. Lithuania, which has survived a long period of occupation, experienced privatization and goods’ famine is attributed to the transition countries. In terms of materialistic values, Lithuania is not an exception, as material wealth and image are also very important. Thus, the main question of this paper was whether materialistic values could be reconciled with the pro-environmental behavior, which can be considered as one of the main aspects seeking sustainability. According to the Lithuanian representative survey and by applying the approach of structural equation modeling, the results showed that materiali…