The impact of religious beliefs on green purchase intention: Norm activation model approach

Abstract

This study applied the norm activation model to investigate the impact of religious beliefs (namely spirituality and karma) on green purchase intentions through the mediating role of environmental concern and perceived moral obligation. The quantitative study was applied with a sample size of 623 participants. The SEM analysis identifies that karma positively, directly, and indirectly affects green purchase intention; the direct impact of spirituality on green purchase intention is not confirmed but the indirect impact is confirmed. Perceived moral obligation and environmental concern partly mediate the relationship between karma and green purchase intention and fully mediate the relationship between spirituality and green purchase intention. Based on the research results, several recommendations have been suggested for state management agencies and businesses to encourage green purchase behavior.