Young People, Consumption and the Environment

Overall aims

This research explores materialistic and environmental concerns among young people who are growing up in different modern societies (Europe and China). It specifically studies how these concerns are related to their lifestyles, and their consumer and pro-environmental behaviour choices as well as their subjective wellbeing.

Context

It has been argued that a materialistic ethos dominates many modern societies with a focus on achieving higher incomes and the acquisition of more goods. Young people in particular appear to be increasingly exposed to pervasive messages about the importance of material goods in identity formation and social success. At the same time, environmental concerns have become an increasingly important social issue, rising to the forefront of the political agenda and continually present in the media. Moreover, there is increasing evidence that materialistic concerns are negatively related to individual wellbeing as well as environmental concerns and behaviours. Exploring the role of environmental and materialistic concerns in individual lifestyles, particularly among young people, is therefore important both in terms of understanding the policy needs of a transition to a sustainable society and also in terms of exploring the impacts of environmental goals and concerns on people’s wellbeing.

Research methods

Three short surveys were distributed among 16-25 year olds in the UK (n = 338), Spain (n = 497) and China (n = 961), in 2006/2007 just before the economic downturn. The survey included questions on materialism (materialism and generosity), environmental concern (brief version of NEP), attitudes towards nature, lifestyle (time spent on various activities), consumer aspirations (how they would spend £100,000 if they won it a lottery), and intentions to adopt pro-environmental behaviours (e.g., using recycled paper, recycling).

Findings

The studies showed that all young people express more generosity and environmental concern than possessiveness. However, this did vary. Materialism was negatively related to wellbeing and pro-environmental behaviour. Environmental concern, attitude towards nature and generosity were positively related to these variables. However, the pattern of relationships was not the same in each country, suggesting that environmental and materialistic concerns may not have the same moral basis in each country.

Outputs

Gatersleben, B, T Jackson, J Meadows, E Soto and L Yan (submitted for publication). Materialism and environmentalism. Exploring the views of young adults in the UK, Spain and China. Environment and Behavior.

Gatersleben, B, T Jackson, J Meadows, E Soto and L Yan. Materialism and environmentalism: views of young adults in the UK, Spain and China. Paper presented at IAREP, SABE, ICABEEP conference, Exeter, 13 June 2011.

See also:

Gatersleben B, Jackson T, Meadows J, Soto E and Y Yang (Lily) 2018. Leisure, materialism, wellbeing and the environment. European Review of Applied Psychology / Revue Européenne de Psychologie Appliquée, 68 (3). pp. 131-139.