At a time when it is critically important to preserve natural resources and reduce the amount of man-made pollution, this article explores other potentials for materialism in today’s market economies. Based on a two-year ethnography in Poland, we learn from simplifiers who denounce current materialism—while remaining inside the market—about what materialism could potentially become. Our study shows that materialism can take on other less studied but more eco-friendly expressions. In particular, we highlight an alternate expression of materialism, which we call (...) “appreciative materialism”. Appreciative materialism still ascribes a great deal of importance to objects in the lives of consumers but does so through the voluntary non-possession and/or non-accumulation of these objects, as well as a caring ethics that extends to non-humans. These findings call not only for the refinement of scales to measure materialism but also for a revision of the role of materialism in our lives. They suggest that, in order to trigger more sustainable practices, policymakers and managers should put greater emphasis on appreciative materialism. (shrink)

In recent years, counterfeiting has grown exponentially and has now become a grave economic problem. The acquisition of counterfeits poses an ethical dilemma as it benefits the buyer and illegal seller at the cost of the legitimate producer and with fewer taxes being paid throughout the supply chain. Previous research reveals inconsistent and sometimes inconclusive findings regarding whether materialism is associated, positively or negatively, with intentions to purchase counterfeits. The current research seeks to resolve these inconsistencies by investigating previously ignored (...) interactions between three variables: risk of embarrassment, counterfeit detectability and product conspicuousness. First, risk of embarrassment mediates the relationship between materialism and counterfeit purchase intentions. Specifically, materialism negatively predicts counterfeit purchase intentions as mediated by risk of embarrassment. Second, this relationship only holds when the counterfeit can be easily detected. When it is not easily detected, materialism instead leads to positive purchase intentions. Third, these positive effects can be offset when the product is not highly visible. This research has important implications for marketers, manufacturers and academics and contributes to better understanding the antecedents of counterfeit purchases. (shrink)