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

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.