Consumer sacrifice for sustainability and well-being: examining the moderating role of social value, self-actualization, and narcissism

Ngan Thanh Nguyen () and Khoi Minh Nguyen ()
Additional contact information
Ngan Thanh Nguyen: University of Economics Ho Chi Minh City, Vietnam
Khoi Minh Nguyen: University of Economics Ho Chi Minh City, Vietnam

International Review on Public and Nonprofit Marketing, 2025, vol. 22, issue 3, No 4, 602 pages

Abstract: Abstract This research investigates the impact of the association between green transparency and sustainable trust on consumer sacrifice in monetary and preference aspects, as well as whether these sacrifices genuinely contribute to well-being. Simultaneously, we also focus on the moderating role of social value, self-actualization, and narcissism psychology in these relationships. This study employed a quantitative approach using structural equation modeling with SmartPLS software to analyze data from 510 Vietnamese consumers. The results revealed that green transparency fosters sustainable trust and encourages sacrifice. Positively, this consumer sacrifice also has a significant impact on their well-being. However, those with high levels of narcissism exhibit less trust, reluctance to sacrifice, and do not experience well-being. Besides, the moderating roles of social value and self-actualization on the connection between consumer sacrifice and well-being reveal differing emotional responses among consumers, which will be discussed in the paper. Theoretically, the study contributes novel insights by deepening the understanding of sustainable consumer behavior and psychology, especially by revealing how sustainable trust, psychological motives, and personal values jointly shape consumers’ willingness to make sacrifices—an area that has been underexplored in prior studies. Practically, the study offers strategies to promote consumer sacrifice while preserving well-being, providing actionable insights for stakeholders interested in developing and producing sustainable products/services, which contributes to advancing the United Nations' Sustainable Development Goals.

Keywords: Green transparency; Sustainable trust; Consumer sacrifice; Well-being; Narcissism; Social value; Self-actualization (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s12208-025-00437-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:22:y:2025:i:3:d:10.1007_s12208-025-00437-w

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-025-00437-w

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().