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Sustainability research has coalesced around the notion that many environmental problems can be framed as social dilemmas in which conflicts often arise between consumers’ pursuit of individual, short-term and self-directed goals and their support for collective, long-term and socially-oriented interests. The need to address this challenge is simultaneously becoming more important and challenging for macromarketers and policy makers as the incidence of individualistic consumer traits (e.g., narcissism and self-esteem), already high in general population, continues to grow throughout Western societies. This article examines why and how such individualistic tendencies (here, narcissistic exhibitionism) may impact consumers’ pro-environmental behavior. This research identifies an underlying mechanism (i.e., altruism) for the proposed effect. The potential effects of manageable boundary conditions for this relationship are also proposed and tested across four studies.


Copyright The Author(s) 2013 Published by Sage Journals for Macromarketing Society The author post-print has been archived here with permission from the copyright holder.

Publication Title

Journal of Macromarketing

Published Citation

Naderi, Iman, and David Strutton. "I support sustainability but only when doing so reflects fabulously on me: can green narcissists be cultivated?." Journal of Macromarketing 35, no. 1 (2015): 70-83.



Peer Reviewed