Religiousness and environmental concern: A multilevel and multi-country analysis of the role of life satisfaction and indulgence

Religion influences a wide variety of consumer attitudes and behaviors. However, existing research on the relationship between religion and environmental concern (EC) remains fragmented, typically concentrating on one or very few national cultures, and frequently focuses on religious affiliation rather than religiousness. The current research addresses the relationship between religiousness and EC through the analysis of data from 47,130 individuals residing in 34 countries. Using multilevel analysis, the results reveal an overall positive relationship between religiousness and EC. The respondents' life satisfaction and indulgence (measured at the country level) moderate this relationship. Taken collectively, the results suggest that marketers and public policy makers interested in promoting environmentally-friendly practices may leverage religiousness and related values as agents of pro-environmental change.