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Materialism is becoming a global phenomenon and is increasing exponentially. Lithuania, which has survived a long period of occupation, experienced privatization and goods' famine is attributed to the transition countries. In terms of materialistic values, Lithuania is not an exception, as material wealth and image are also very important. Thus, the main question of this paper was whether materialistic values could be reconciled with the pro-environmental behavior, which can be considered as one of the main aspects seeking sustainability. According to the Lithuanian representative survey and by applying the approach of structural equation modeling, the results showed that materialistic values had an insignificant impact on the environmental concern, belief, and responsibility. Meanwhile, analyzing the impact of materialistic values on conservation and princely behavior, it was found that because of gain goals, materialists were more linked to perform conservation behavior, and because of hedonistic goals – princely behavior. Moreover, the environmental concern significantly and positively influenced princely behavior, but negatively – conservation behavior. Environmental beliefs had a positive impact only on conservation behavior. These findings could be important seeking the promotion of pro-environmental behavior, particularly in materialistic societies. Image 10414 • Materialistic values are not compatible with environmental concern, belief, and responsibility. • Materialistic values positively influence conservation and princely behavior. • Environmental concern and responsibility directly, and belief indirectly influence princely behavior. • Environmental belief has a positive and direct impact on conservation behavior. • Environmental concern negatively, responsibility insignificantly influence conservation behavior. [ABSTRACT FROM AUTHOR]