INFLUENCE OF RELIGIOSITY ON THE

GREEN ATTITUDE OF CONSUMERS:

AN INDIAN PERSPECTIVE

Mohd Tariq

Mohd Danish
Kirmani

Research Scholars
Department of Business Administration
FMSR
Aligarh Muslim University
Aligarh

Introduction
Attitude of environmental concern are rooted in a persons concept of
self and the degree to which an individual perceives him or herself to be an
integral part of the natural environment. (Blackwell et al, 2006).
Product Purchasing decisions are often based on these environmental or
green attitudes (Irland, 1993).
Green Attitude, in this study, is referred to as any attitude which is aimed
at preserving or conserving the environment.
So, any act of acquiring knowledge regarding environmental problems,
having concern for the environment, readiness to act for preservation of
environment are considered as components of the green attitude by the
researchers of this study.

The following factors are considered to be components of the

green attitude:
Environmental concern
Environmental Affinity
Eco-literacy
Perceived Environmental Responsibility
Attitude towards green products

Religion and Environment

Understanding the impact of religion on the value systems of a
society and the effect of value systems on marketing must not be
underestimated. (Fam et al, 2004)

The consumers who are more religious are more positive towards
the environment and can be easily persuaded towards green
purchasing. (Rice, 2006)

While religious scriptures emphasized on the simple and

contained life, the current environmental crisis also demands the
same. (Dwivedi, 1993; Rice, 2006; Saxena, 2013)

 In India, religion has played an important part in the lives of

the people and important decisions of the life of Indians are
often influenced by the religious beliefs.

Hinduism and the Environment

The earth is our mother and we are all her children.
(Atharva Veda Bhumi Sukta)
Do not cut trees because they remove pollution.
(Rig Veda 6:48:17)
Do not disturb the sky and do not pollute the atmosphere.
(Yajur Veda 5:43)
(As cited in Dwivedi, 1993; Bhalla, 2009; Saxena, 2013)

Islam and the Environment

"And we have given you [humans] mastery over the earth and
appointed for you therein a livelihood...." (Qur'an 7:10)
There is not an animal in the earth, nor a flying creature, flying on
two wings, but they are communities like you. (Qur'an 6:38)
.... and do not waste in excess, for God loves not those who
waste. (Qur'an 6:141)
Prophet Muhammad (pbuh) said, Even if you take the ablutions
(mandatory act of washing oneself before performing Salah) in a
fast-flowing river, do not waste the water. (Ozdemir, 2003).
(As cited in Rice, 2006)

Other Religions and the Environment

In Christianity,
And God blessed them, and God said unto them, be fruitful,
and multiply, and replenish the earth, and subdue it: and have
dominion over the fish of the sea, and over the fowl of the air,
and over every living thing that moveth upon the earth. [1:28]
(cited in Saxena, 2013)

In Buddhism,
Ashoka, the Buddhist emperor, promoted the planting and
preservation of flora and fauna. (Dwivedi, 1993).

Objective of the Study

To explore the relationship of religiosity with the

green attitude of the consumers.

Methodology
Exploratory Research
Convenience Sampling Technique
Population: Residents of the Delhi and NCR
Sample Size: 179

Factor analysis
S. No.

Statements

Factor
Loadings

1.

I have a strong sense of Gods presence.

.960

2.

I try hard to live my life according to my religious beliefs.

.915

3.

The religion offers me comfort in times of trouble and sorrow.

.755

4.

It is important for me to spend some time in private thought and prayer.

.722

5.

Anti pollution laws should be enforced more strongly.

.584

6.

Major social changes are necessary to protect the natural environment.

.459

7.

I am willing to ask my family to recycle some of the things we use

.635

8.

A major political change is necessary to protect the natural environment.

.708

9.

I am willing to take up the responsibility to protect the environment.

.638

10.

I have taken responsibility for protecting the environment since I was young.

.632

11.

Environmental protection is the sole responsibility of the Indian government (R).

.916

12.

Environmental protection is the sole responsibility of the environmental organizations (R).

.846

13.

To maintain a healthy economy, we will have to develop a steady state economy where
industrial growth is controlled.

.665

14.

The earth is like a spaceship with only limited room and resources.

.455

15.

The balance of nature is very delicate and can be easily disturbed.

.423

16.

Humans have the right to modify the natural environment to suit their needs.

.419

17.

I know the meaning of global warming

.896

18.

I know the causes and effects of soil pollution.

.873

19.

I know causes and effects of ozone depletion.

.593

20.

I know that plastic bags cause pollution and take many years to decompose.

.448

21.
22.

I will prefer environment friendly product over non-environment friendly product even if
.638
its price is slightly higher.
Environment friendly products are inferior in performance to non-environment friendly
.632
products.

23. I will prefer environment friendly product even if it is not a well known brand name.
I am willing to make a special effort to buy products which are made from recycled
materials.
I will prefer environment friendly products over non-environment friendly products in
25.
case the product quality is similar.
I am willing to make a special effort to buy household chemicals such as detergents and
26.
cleansing solutions that are environment friendly.
24.

.621
.571
.495
.430

 The Kaiser- Meyer- Olkin measure was found to be 0.67

which is considered satisfactory (Kaiser, 1974).
Barletts test of sphericity had a significant value of 0.000.
The variables were grouped into six factors and all together
account for 73% of the total variance.
The factors extracted were named as Religiosity,
Environmental
affinity,
Perceived
environmental
responsibility, Environmental concern, Eco- literacy and
attitude towards green products.

 The Cronbachs alpha values for the six factors 0.911, 0.868,
0.377, 0.553, 0.895 and 0.695 respectively. The overall
Cronbachs alpha value is 0.773 which is satisfactory (Hair et
al, 1998).

Analysis & Findings

Relation of Religiosity with Different Constructs of Green Attitude
S. No. Variables

Sig

Impact

1.

Environmental Concern

0.229

.002

Positive

2.

Environmental Affinity

0.337

.000

Positive

3.

Eco- literacy

0.206

.007

Positive

0.415

.000

Positive

0.385

.000

Positive

4.
5.

Perceived Environmental
Responsibility
Attitude towards Green Products

To reach to a concrete conclusion, the five constructs were

combined and their composite mean was calculated.

The variable obtained was termed as green attitude of the

consumers.
The relation between religiosity of the consumers and their
green attitude was determined by using the regression
analysis.

Influence of Religiosity on Green Attitude of the Consumers

VARIABLE

Sig.

Religiosity

0.387

0.000

Notes: p< 0.05; F= 26.778; Sig.= 0.000; R Square= 0.150

Conclusions
This study helps in establishing religiosity as one of the
important construct in determining the green attitudes of the
consumers.
This study has shown that there is a significant and positive
relation of the religiosity with the green attitude of the Indian
consumers.
The results have supported the findings of the study of Rice
(2006) which also concluded that the religious beliefs play an
important role in determining the pro- environmental behaviour.
So, it can be concluded that the person who is high on
religiosity is favourable to the environment and hence can be
easily persuaded to purchase environmentally friendly products.

Recommendations
The religion and environment are complimentary to each other and
any environmental initiative can be successfully promoted with the
help of religious beliefs of the consumers.
The marketing strategies may be designed in such a way that they
attract the consumers who are more religious and whose decision
making is influenced by religious beliefs.
The marketing messages such as Environment is Gods Gift,
Being Close to Nature is Being Close to GOD, Environment is
For All, etc. may be used to attract the people with religious
orientations.
The religiously oriented people may influence the other members of
the society through words of mouth communications and
interpersonal communications.

Limitations
Small sample size
Convenience Sampling
Focussed only on religiosity
Only measured Green Attitude, not Green Behavior

Thank You