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Keywords: Materialistic values
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Journal Articles
Journal:
Social Responsibility Journal
Social Responsibility Journal 1–15.
Published: 09 June 2026
...Rita Markauskaitė; Aušra Rūtelionė Purpose This study aims to extend cognitive dissonance theory by examining how consumers’ conflict between green and materialistic values relates to psychological discomfort and motivation to change consumption behavior. It also examines the role of psychological...
