Does religiosity promote environmental values that underpin sustainable meat consumption? A study in the context of an emerging nation

Sustainability is becoming increasingly important in consumers' food choices. Sustainable meat consumption is a central topic in nutrition, and a relevant issue for consumer studies. This study aims to fill the gap by examining the effect of religiosity on consumer's pro-environmental values (Altruistic and Egoistic) towards sustainable meat consumption intention. Data will be collect through online survey from meat consumers. Data analysis will be done through confirmatory factor analysis and moderation will be done through process macro. The present research is one of the initial attempts in the Pakistani context to understand the importance of religiosity on values (altruistic and egoistic) towards meat consumption.