Navigating value conflict: examining the impact of consumers green and materialistic value conflict on behavioral change

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 discomfort in these relationships. Design/methodology/approach A survey was conducted in Lithuania using an online standardized questionnaire administered to a stratified random sample of adults aged 18–65 (n = 600). Findings The results indicate that green and materialistic value conflict significantly increases psychological discomfort, and psychological discomfort positively predicts motivation to change consumption behavior. Furthermore, the results demonstrate that psychological discomfort mediates the relationship between green and materialistic value conflict and motivation to change consumption behavior. Originality/value This study fills an important research gap by examining how the conflict between green and materialistic values influences psychological discomfort and motivation to change consumption behavior, thereby extending cognitive dissonance theory. Furthermore, this study highlights the role of psychological discomfort as a moderator between materialistic and green value conflict and motivation to change behavior. The findings underscore the importance of internal psychological processes in explaining consumers’ motivation to reduce consumption.