In Maslow's Hierarchy of needs, the base is formed by need for food and shelter. Need for love and belonging come third (from bottom, in order of importance), after safety requirements. People living in poverty or just above the margin are largely driven by money as it brings food, shelter and safety. The rest are driven by need for love and belonging as their first two requirements are already being met. If their stable position is jeopardized, money (as a source of food and the like) would become their primary motivation. There's a saying in Hindi - 'Jab garibi darwaaze pe dastak deti hai, pyaar khirki se bhaag jaata hai' - something along those lines.
Love stems from fear, emptiness or reward receptors in the brain and is shaped by socio-cultural factors. It may be important but isn't absolutely necessary. Money in and of itself is nothing but paper. What makes it important is its ability to provide survival benefit in the modern world.
