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Motivating sustainable behaviors: The role of religiosity in a cross‐cultural context

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  • Begum Kaplan
  • Easwar S. Iyer

Abstract

Interest in sustainability is increasing as a result of the stress placed by a growing global population on resources. Marketers are well positioned to understand the adoption of sustainable consumption. The influence of religiosity on sustainability has been studied although the findings are mixed. Our research aims to address that discrepancy and provide a better understanding of the role of religiosity in sustainable behaviors. Religiosity is influenced by cultural factors espoused by society at large. To gain insight into the relationship between religiosity and sustainability we utilized a mixed‐method approach to examine the dynamics of these relationships in three national contexts: The United States, Turkey, and Greece. We found that religiosity has a significant influence on sustainable behavior in cultures that are collectivist with a long‐term orientation. We also found that this effect is mediated by individuals' long‐term orientation. Our findings provide important theoretical contributions and help inform public policy.

Suggested Citation

  • Begum Kaplan & Easwar S. Iyer, 2021. "Motivating sustainable behaviors: The role of religiosity in a cross‐cultural context," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(3), pages 792-820, September.
    • Handle: RePEc:bla:jconsa:v:55:y:2021:i:3:p:792-820
    DOI: 10.1111/joca.12376
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    References listed on IDEAS

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    Cited by:

    1. Konuk, Faruk Anıl & Otterbring, Tobias, 2024. "The dark side of going green: Dark triad traits predict organic consumption through virtue signaling, status signaling, and praise from others," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Mohamad Saifudin Mohamad Saleh & Ali Mehellou & Bahiyah Omar, 2023. "The Influence of Islamic Values on Sustainable Lifestyle: The Moderating Role of Opinion Leaders," Sustainability, MDPI, vol. 15(11), pages 1-20, May.
    3. Marian Garcia-Valiñas & Fernando Arbués & Roberto Balado-Naves, 2023. "Assessing environmental profiles: An analysis of water consumption and waste recycling habits," Efficiency Series Papers 2023/02, University of Oviedo, Department of Economics, Oviedo Efficiency Group (OEG).
    4. Ishaq, Muhammad Ishtiaq & Baloch, Rukhsar & Raza, Ali & Talpur, Qurat-ul-ain & Ahmad, Rehan, 2025. "Ecological consciousness, moral self-identity and green conspicuous behavior: Moderating role of religiosity," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    5. Sabrina Capito & Albena Pergelova, 2023. "Treat yourself: Food delivery apps and the interplay between justification for use and food well‐being," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(1), pages 479-506, January.
    6. Constantinos N. Leonidou & Verena Gruber & Bodo B. Schlegelmilch, 2022. "Consumers’ Environmental Sustainability Beliefs and Activism : A Cross-Cultural Examination," Post-Print hal-04558564, HAL.

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