Investigating Moral Links Between Religiosity, Altruism, and Green Consumption

ABSTRACTReligious practice and green consumption seem inherently related, as each activity purportedly benefits society. Despite this, few studies have explored the possibility that religion influences green purchase intentions. Further, individuals often struggle to reconcile their religious and nonreligious motives in their day-to-day activities. Toward this end, the current study investigates the roles that religion, price, and social motives may play as factors that influence green consumption. The study also examines the possible intervention of other altruistic motives such as attitude toward charitable institutions in determining green consumption. The study develops a new perspective on how green products should be marketed while delivering actionable theoretical and managerial implications.