Materialism has emerged as a growing global drift in the past decade. This study highlights the influence of materialism on consumers' attitudes and actions regarding the purchase of environmentally sustainable products (ESPs) in a country such as Pakistan, which environmental orientations are in the developing stage. Materialistic perspectives can hinder the formation of positive attitudes towards environmentally sustainable products, especially when consumers engage in product comparisons. To evaluate the effects of materialism and product comparisons on purchasing intentions and behaviors, a survey was conducted among university students. The results revealed that consumers tend to avoid purchasing experience goods primarily because these items require a higher degree of involvement and risk assessment due to their intangible and experiential nature. This avoidance is particularly pronounced when the subjective norms and attitudes toward these goods are influenced by materialistic values, which often prioritize tangible, ownership-oriented products.

This research endeavors to ascertain the extent to which a knowledge-centered culture fosters the propensity for knowledge sharing within private universities. Furthermore, it seeks to discern the specific facets of the Big Five Personality Traits model that wield a moderating influence on the intricate nexus between knowledge-centered culture and the inclination to share knowledge. The methodology entailed the judicious application of stratified proportionate random sampling to solicit data, with academic staff from private universities constituting the respondent pool. The acquisition of research data transpired through the administration of a self-conducted questionnaire. The outcomes of this investigation unveil a positive correlation between a knowledge-centered culture and the propensity for knowledge sharing—a pivotal finding with far-reaching implications. Moreover, the findings illuminate that individuals exhibiting higher levels of extraversion and conscientiousness play a constructive moderating role in the interplay between knowledge-centered culture and knowledge-sharing behavior. Conversely, those with elevated scores in openness tend to exert a counterproductive moderating influence on this relationship. Intriguingly, the research also establishes that personality traits like agreeableness and neuroticism do not wield significant influence, as they fail to confer any notable moderating effect within the context of the correlation between knowledge-centered culture and knowledge-sharing behavior. The implications of this study are manifold and extend to the realm of academic leadership, offering a nuanced framework to devise policies and strategies that bolster knowledge sharing among academicians by fostering a nurturing knowledge culture. The findings also hold salience for upper echelons of private sector universities, especially within developing nations, and for policymakers seeking to sculpt and enact efficacious policies conducive to augmenting knowledge-sharing behavior. This, in turn, is anticipated to catalyze heightened work performance and operational efficiency.