Abstract

This study investigates the relationships between religious dimensions (spirituality, karma belief, intrinsic religiosity, extrinsic religiosity) and green purchase intention. Based on the norm activation model, the research tests a conceptual framework elucidating how these religiosity dimensions shape green purchase intention directly and indirectly through mediating roles of environmental concern. The relationship will be stronger for those who are knowledgeable of environmental issues. A quantitative study using a questionnaire was administered to 623 Vietnamese consumers. Structural equation modeling analysis is used to test the conceptual framework and hypothesized relationships. The findings provide novel insights into how religiosity shapes sustainable consumption in a developing context. Karma belief, extrinsic religiosity, and intrinsic religiosity positively influence green purchase intention. Spirituality does not have significant direct effects on green purchase intention but does have indirect effects on green purchase intention through environmental concern. The results confirm the mediating role of environmental concern and the moderating role of environmental knowledge in the relationship between religiosity and green purchase intention. This study provides empirical evidence for the fact that culturally religious interventions promote sustainable lifestyles. Understanding religion’s complex connections with eco-conscious decision-making allows for culturally tailored interventions.