This document examines the motivations behind socially conscious, ecologically conscious, and frugal consumer behaviors. It discusses how these behaviors are driven by different intentions such as having a positive social or environmental impact or limiting spending. The document also explores Schwartz's Value Theory and how 10 motivational values are categorized into four high-order values that influence materialism. It concludes that socially conscious and frugal purchasing behaviors are uncorrelated, frugality is negatively related to income and personal materialism, and frugality has yet to be widely accepted as an alternative to consumerism.