Résumé
Consumer materialism, as an individual trait and value, encompasses several notions from other fields suchas consumerism (sociology), materialism (psychology), or propensity to consume (economics). In marketing,it can be defined as the individual proneness to find satisfaction and comfort in the act of purchasing goodsand services. The 2020 Covid-19 sanitary crisis led to general lockdowns in most countries, among whichFrance, and imposed stringent constraints to the population. In an exploratory approach, this paper aims atinvestigating how consumer materialism influenced consumer reactions to the crisis and affected theirconsumption patterns and priorities. A qualitative study of 32 interviews with young adults was conductedbetween the two 2020 containments in France. Results show that consumer materialism is a pertinentvariable to better understand consumption behaviors and suggest interesting tracks to identify the dimensionsand possible explanatory role of the concept.