物质主义作为一种看重物质财富重要性的个人价值观，对个人生活和人际互动均存在影响。物质主义者往往社会责任意识淡漠，关注个人利益而忽视他人和集体的利益，在环保领域表现为贫乏的亲环境行为。但是在中国的文化背景下物质主义是否依然保持了对亲环境行为的消极影响并且这种影响能否被改善还需要更多的实验证据。本研究落脚到社会情境因素——情境公开性在物质主义和亲环境行为间的调节作用，从形象管理理论入手，探究在行为可被他人觉知的公开场所中，持有外部动机、渴望被他人认可的物质主义者是否会表现出更多的亲环境行为。通过两个研究对物质主义和亲环境行为的关系及公开性的调节作用进行探究。 研究1通过两个子研究验证物质主义对亲环境行为的消极影响。研究1a采用已有的全国性的横断数据库(CGSS)初步探索了物质主义与亲环境行为的关系，结果发现物质主义与亲环境行为存在负相关关系；研究1b采用物质主义价值观量表和森林管理任务调查了176被试，结果发现物质主义得分显著的负向预测个体在森林管理任务中的亲环境行为倾向。 研究2通过三个子研究探究情境公开性对物质主义与亲环境行为的负向关系的调节作用。研究2a采用问卷调查法对1530名被试进行调查，发现物质主义反而会正向预测个体在公领域亲环境行为的参与度。研究2b首先测量224名被试的物质主义水平，之后阅读森林管理任务的材料，一部分被试需要阅读自己的行为选择需要向民众公示这一额外信息来操纵情境的公开性，结果发现当行为选择不需要公示时，物质主义正向预测个体的希望获益超过其他公司的程度，并且正向预测砍伐树木的速度和数量，但是当个体的行为需要公示时，物质主义对获益超过其他公司的程度、砍伐速度和数量均无影响。研究2c线下招募了133名有效被试，采用2(物质主义启动/控制)×2(情境公开/非公开)两因素被试间实验设计，通过书写与外部动机和内部动机相关的文字内容来启动和控制被试的物质主义水平，通过主试在场与否操纵情境的公开性，结果发现物质主义启动的个体在非公开情境下会选择更快的砍伐树木，而在公开的情境下会选择更慢的砍伐树木。 本研究的结果表明：(1)物质主义能够影响个体的亲环境行为，物质主义者会更少的参与节水节电等亲环境行为，也会在森林管理任务中表现出更少的亲环境行为倾向；(2)公开性能够调节物质主义对亲环境行为的消极影响，物质主义者在非公开的情境下往往表现出更少的亲环境行为，但是在公开的情境下，物质主义对亲环境行为的消极影响就消失了。本研究拓展了亲环境行为的影响因素研究，兼具了对个人因素和社会情境因素的考量，为促进物质主义者更多的从事亲环境行为提供方向上的建议。

Materialism is a way of life characterized by chasing possessions and wealth. Materialists have always been looked upon as unkind and irresponsible, they care more about their own interests rather than the interests of others. Specifically, they have low level of pro-environment attitude and less pro-environment behavior than low-materialists. However, whether the negative impact of materialism on pro-environment behavior still exists or can be improved under Chinese culture is not clear. Based on Impression Management Theory, the present study focused on the negative relationship between materialism and pro-environment behavior and the moderating role of public context. We tried to find out when their behavior could be noticed by public, whether do materialists who hold external motivation and care about others’ approval, behave more pro-environmental or not. Present research consisted 2 studies to test the relationship among materialism, publicity and pro-environment behavior. The aim of study 1 was to find out the relationship between materialism and pro-environment behavior. In study 1a, we analyzed a national, large database and found that materialism was negatively correlated with pro-environment behavior. Study 1b consisted a sample of 176 adults. Participants completed Material Value Scale and forest management task online. The result showed that materialism was negatively predicted the intention of pro-environment behavior in forest management task. The aim of study 2 was to test the moderating effect of public context. Study 2a consisted a sample of 1530 adults. Participants would completed a survey including Material Value Scale, public-sphere and private-sphere pro-environment behavior online. The result showed that materialists would participate more in public–sphere pro-environment behavior. In study 2b, 224 participants answered Aspiration Index firstly and read scenario of forest management task, then were divided into public and private group. In public group, participants would receive an extra information read that their decision would be published. And the result showed that, in private group, materialists would be more eco-unfriendly and cut more woods. While in public group, materialists didn’t behave more eco-unfriendly and cut more woods. We conducted a 2(materialism priming/ control)×2(public/private context) between-subject design in study 2c. 133 participants participated. Materialism primed by writing a topic about external motivation or not. And publicity primed by the presence of experimenter. The results showed that materialists would cut wood slower in public, and cut wood faster in private. The present study revealed that: (1) Materialism has a negative impact on pro-environment behavior. (2) Publicity plays a moderation role between materialism and pro-environment behavior. That is, exposed to public will make materialists behave more eco–friendly and not grab much environmental benefits. The present study extends the influence factor of pro-environment behavior, focuses on the individual’s value and situational factor at the same time, and provide strategy suggestions to encourage materialists to behave more pro-environmental.