Does Materialism Make Indian Millennials Miserable or Is It a Key to Life Satisfaction? Exploring the Moderating Role of Gratitude.

This article investigates the complex relationship between materialism and life satisfaction among Indian millennials, focusing on the moderating role of gratitude and the mediating role of need satisfaction. Using survey data from 309 Indian millennials aged 18–35, the study finds that gratitude significantly influences how materialism relates to both need satisfaction and life satisfaction, with higher gratitude buffering potential negative effects of materialism. While materialism partially predicts life satisfaction through need satisfaction, gratitude moderates these relationships, highlighting its importance in achieving well-being within this cultural context. The findings underscore the need to consider cultural and psychological factors like gratitude when examining materialism's impact on life satisfaction, offering implications for businesses, organizations, and policymakers engaging with Indian millennials.