School of Business Administration, Dongbei University of Finance and Economics, Dalian, China.
Department of Management Sciences, COMSATS University Islamabad, Attock Campus, Kamra Rd, Punjab, Attock, 43600, Pakistan.
J Relig Health. 2022 Dec;61(6):4825-4848. doi: 10.1007/s10943-021-01358-8. Epub 2021 Jul 24.
Prior studies have fallen short when examining the impact of religiosity on consumer values toward environmental preservation and green product switching behavior in religion-dominating countries. Moreover, green altruism has also received inadequate attention, and its role in causing green product switching behaviors remains unexplored. To address this gap, we introduce two novel constructs: green religiosity and green altruism. We examined their impact on consumers' values and switching behaviors regarding green products while using the value-belief theoretical underpinnings to posit our hypothesis. A survey approach is employed in the Electronics industry in Pakistan to validate our assertions. A total of 623 respondents' data were analyzed using structural equation modeling. The findings reveal that green religiosity positively impacts personal values and switching behavior in green products. In addition, green values partially mediate the relationship between green religiosity and green product switching behavior. Green altruism strengthens the relationship between personal values and product switching behavior as a moderator. Collective findings suggest that religion can play a crucial role in reshaping consumers' attitudes toward environmentally friendly products and influence their values regarding the preservation of the environment.
先前的研究在考察宗教信仰对环境保护的消费者价值观和主导宗教国家的绿色产品转换行为的影响方面存在不足。此外，绿色利他主义也没有得到足够的关注，其导致绿色产品转换行为的作用仍未得到探索。为了解决这一差距，我们引入了两个新的概念：绿色宗教和绿色利他主义。我们使用价值信仰理论基础来假设我们的假设，考察了它们对消费者对绿色产品的价值观和转换行为的影响。我们在巴基斯坦的电子行业采用问卷调查法来验证我们的假设。使用结构方程模型对 623 名受访者的数据进行了分析。研究结果表明，绿色宗教信仰对个人价值观和绿色产品的转换行为有积极影响。此外，绿色价值观在一定程度上中介了绿色宗教信仰与绿色产品转换行为之间的关系。绿色利他主义作为一个调节变量，加强了个人价值观与产品转换行为之间的关系。总的来说，这些发现表明宗教可以在重塑消费者对环保产品的态度方面发挥关键作用，并影响他们对环境的保护价值。
