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Being Spiritually Green: Investigating the Impact of Spiritually Motivated Environmentalism on Green Purchasing Intentions

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  • Nitika Sharma

    (Department of Commerce, Delhi University, India)

  • Madan Lal

    (Department of Commerce, Delhi University, India)

  • Pankaj Deshwal

    (Netaji Subhas University of Technology, India)

Abstract

The article theoretically explores and empirically examines the relationship between spiritually motivated environmentalism (SME) and green purchasing intentions (GPI). Also, the mediating role of psychographic variables, namely environmental self-efficacy (ESE), environmental locus of control (ELOC), and environmental empathy (EE), were tested on the SME and GPI. A total of 223 Indian respondents filled out the administered questionnaire to validate the hypothesis, and collected data were analysed using SEM and Hayes's Parallel Multiple Mediation Model. The effect of SME was found significantly positive on GPI through ESE, ELOC, and EE. The findings from the study indicate that spirituality motivates green buying among consumers. Also, green purchasing augments in presence of consumers' self-efficacy, locus of control, and empathy towards environment.

Suggested Citation

  • Nitika Sharma & Madan Lal & Pankaj Deshwal, 2020. "Being Spiritually Green: Investigating the Impact of Spiritually Motivated Environmentalism on Green Purchasing Intentions," International Journal of Service Science, Management, Engineering, and Technology (IJSSMET), IGI Global, vol. 11(4), pages 101-121, October.
    • Handle: RePEc:igg:jssmet:v:11:y:2020:i:4:p:101-121
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