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Ecological consciousness, moral self-identity and green conspicuous behavior: Moderating role of religiosity

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  • Ishaq, Muhammad Ishtiaq
  • Baloch, Rukhsar
  • Raza, Ali
  • Talpur, Qurat-ul-ain
  • Ahmad, Rehan

Abstract

Due to its substantial ecological imprint, the fashion industry is coming under closer examination in a time of increased environmental awareness. Therefore, the interplay of ecological awareness and sustainable consumption in the fashion industry is the focus of this empirical research. This study examines the mediating role of empowerment and self-transformation between moral self-identity, ecological consciousness consumer behavior (ECCB), and consumers' purchase behaviors, along with the moderating role of religiosity. Under the Value Belief Norm theory paradigm, the hypotheses were assessed after collecting data from 542 consumers in Pakistan. The results indicate that empowerment and self-transformation mediate the relationship between self-identity and ECCB with consumers' purchase behaviors. Also, the results provide strong support for religiosity as the boundary condition. The empirical results add to the body of research by illuminating the complex relationship between environmental consciousness and actual spending behaviors, particularly in the context of fashion.

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  • 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).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924003783
    DOI: 10.1016/j.jretconser.2024.104082
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    2. van der Meer, M. & Schruff-Lim, E.M. & Onwezen, M.C. & Fischer, A.R.H., 2025. "“Planting†meat substitutes in the meat shelf: An online and two supermarket field experiments to explore the effect of placing meat substitutes next to meat," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    3. Aslanidis, Panagiotis-Stavros & Halkou, Panagiota & Halkos, George, 2025. "Towards an ethical consensus for sustainable development: the role of values, morals, and norms in shaping pro-environmental behaviour," MPRA Paper 124903, University Library of Munich, Germany.

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