Being Spiritually Green - Investigating The Impact of Spiritually Motivated Environmentalism On Green Purchasing Intentions

International Journal of Service Science, Management, Engineering, and Technology
Volume 11 • Issue 4 • October-December 2020
Being Spiritually Green:

Investigating the Impact of Spiritually Motivated
Environmentalism on Green Purchasing Intentions
Nitika Sharma, Department of Commerce, Delhi University, India
Madan Lal, Department of Commerce, Delhi University, India
https://orcid.org/0000-0002-6357-5464
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.
Keywords
Environmental Empathy, Environmental Locus Of Control, Environmental Self-Efficacy, Green Purchase
Intentions, Parallel Multiple Mediation Model, Spirituality, Spiritually Motivated Environmentalism
INTRODUCTION
The concept of spirituality has been studied by many theorists in the context of workplace processes
and outcomes like leadership, performance, motivation, satisfaction and coping with stress (Sharma
et al., 2014; Gupta et al., 2014; Petchsawanga & Duchon, 2012; Fairholm, 1998). Past studies evolved
the concepts of Ecological theology and Environmental ethics to Spiritual environmentalism (Baker &
Morrison, 2008; Greeley, 2001; Kale, 2004) as spirituality, culture and religion motivate environmental
orientation among consumers (Sharma & Sharma, 2016; Mohd Suki & Mohd Suki, 2015; Narang,
2013). Also, Schultz & Zelezny, 2003, explained the association between spiritual transcendence
of individual and their engagement in pro-environmental behaviour. Moreover, lately researchers
are examining the association between spirituality and green purchasing intentions (Rodriguez-Rad
& Ramos-Hidalgo, 2018; Arli & Tjiptono, 2017; Sharma & Sharma, 2016; Garfield et al., 2014;
Baker & Morrison, 2008). However, the extent to which, or in what way, spirituality influences the
environmental consumption has been empirically under-researched (Kale, 2006). It might be because
the understanding and universal definition of spirituality is a futile process (Kinjerski & Skrypnek,
2004) and hence, the concept is neglected in the marketing activities and understanding the behaviour
DOI: 10.4018/IJSSMET.2020100107

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of the consumers (Ball et al., 2001). Hence, it is affirmed that influence of spirituality on environmental
orientation remains under-research. Nevertheless, spirituality may offer a significant insight into the
subjective way of understanding green buying using transcendental experiences of consumers as
in many cultures and religions individuals have their inclination towards natural environment. Like
Buddhist believes in notions of karmas and sacralised sympathy towards all beings (De Silva, 2001).
In the same way Indian spirituality profound divinity in self and others which includes the universe
and cosmos (Dwivedi, 2001) and White (1967) discussed the human dominance over nature in
Judeo-Christian religious tradition. Certainly understanding of spirituality among different religion
varies, yet there is convergent view in term of predisposition towards natural environment. Especially
in India there is a tradition to worship nature and still trees are considered to be scared and prayed.
Indeed, Smith (1995) emphasised on interconnectedness between Indian spirituality and natural
environment. Recognising the role of spiritual thoughts in consumer’s buying intentions, this paper
attempts to explore the role and association between spiritual orientation and green buying intentions.
The expression of spirituality embraces the interconnectedness of individuals with nature, cosmos
or divine (Sharma & Sharma, 2016, Sharma et al, 2014), finding meaning of life and defining personal
goals in life (Neck & Milliman, 1994). Spirituality has a journey from self-awareness to considerations
for other and ultimately the connectedness with the universe (Baker & Morrison, 2008). This journey
begets the ontology and reflections towards ethical actions as spirituality embraces moral behaviour,
honesty and ethical practices (Gotsis & Kortezi, 2008; Sheep, 2006). Similarly environmental buying
involves substantial elements of ethical predisposition, at least among consumers having information
on environmental issues in the society. Indeed, Jackson (2006) explored the forces which motivate
green behaviour are “government laws and regulation, incentives based programmes of education
to change people’s attitude, small group/ community management and moral, religious or ethical
appeals.” Also it is worthy to add that expressions of spirituality contain interconnectedness, adoration,
compassion, love, contentment, tolerance, sense of responsibility and harmony intrapersonally by
having connectedness with oneself, interpersonally by having connection with others & natural
environment and transpersonally i.e. by connecting to higher power like God (Reed, 1992). Indeed,
Schmidt-Wilk et al., 2000, claimed that individuals experience their own consciousness to understand
self and the whole cosmos including nature. Hence, at the cognitive level spirituality triggers the self-
consciousness and synergises the other psychological variables of consumers towards environment
as it has been found that consumers with higher consciousness towards the environment intend to
purchase environmental friendly products (Sharma & Sharma, 2017). Recognising the consumer’s
attempt to self-aware regarding environment, three psychological variables have been identified
namely environmental self-efficacy (ESE), environmental locus of control (ELOC) and environmental
empathy (EE) to investigate their mediating effect on spirituality and green purchasing intentions.
Also, to extent the situation specific environmental activities in the literature the impact of these
psychological variables have been explored.
Therefore, the present study seeks to contribute to literature regarding spirituality and how
spirituality motivates green purchasing intentions through consumers’ psychographic variables
and posits a new framework by proposing seven hypotheses to examine two major objectives;
first, to investigate the direct relationship between spiritual motivated environmentalism and green
purchasing intentions. Second, to study the mediating role of three psychological variables (namely
environmental self-efficacy, environmental locus of control and environmental empathy) on spiritual
motivated environmentalism and green purchasing intentions. The descriptive study, reliability, factor
analysis, discriminant validity, convergent validity of the measurement was performed using structural
equation modelling (SEM). Subsequently, the results were analysed using Hayes’s Parallel Multiple
Mediation Model. Lastly, the present study concludes and discusses the findings, implications,
research limitations, and possible directions for future research. Figure 1 shows the key relationships
addressed in the paper.
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Figure 1. Research framework
LITERATURE FRAMEWORK
Spirituality and Green Purchasing Intentions

Spirituality is a boarder holistic concept which guides, energizes and motivates us and our surroundings
(Narayanasamy,2004). Similarly, Smeltzer & Bare (1996) defined spirituality as “personal belief
system that focuses on a search for meaning and purpose in life and a connectedness to a higher
dimension.” Also, the concept of spiritually not only restricted to sociology, psychology and sphere
of religion. However, it has been theoretically and empirically studied in the area of marketing,
especially in green marketing (Rodriguez-Rad & Ramos-Hidalgo, 2018; Arli & Tjiptono, 2017;
Garfield et al., 2014). Fisher (1998) developed personal domain, communal domain, environmental
domain and transcendental domain to elucidate spirituality. Hence, at cognitive level, individuals
in environmental domain connect with nature as spirituality- transcendence stimulates intrinsic
motivation (Piedmont, 1999). It creates ecological self (Bragg, 1996; Wilson, 1996) and ecopsychology
(Winter, 1996) which demonstrate sense of positive association between biophysical and spiritual
interconnectedness with the nature (Kamitsis & Francis, 2013). Moreover, individuals are witnessing
global and environmental changes which are making them more conscious regarding environment.
Consumers with environmental consciousness exhibit higher environmentally oriented purchase
decisions (Sharma & Kesharwani, 2015; Schlegelmilch et al, 1996). Indeed, Schultz (2000) extended
the three value based environmental concern namely egotistic motives, altruistic motives and biosphere
motives to explain the predispositions of environmental activities. Altruistic motives apparently
motivate individuals to protect the environment for others rather than for only oneself. Hence, Baker
& Morrison, (2008) coined the concept of spiritually motivated environmentalism where spirituality
guides and motivates individuals to perform green activities for the environment. However, the paper
only qualitatively explained the cultural aspect of the concept. As such, the present paper empirically
investigates the impact of consumers’ spirituality on green purchasing intentions as spiritually oriented
individual shows sense of consideration for self, others and nature which might inspires sustainable
consumption. Therefore we hypothesized that spiritual motivated environmentalism is likely to impact
green buying intentions of consumers. Thus:
H1: SME positively affects GPI
Psychological Variables (Environmental Self-Efficacy, Environmental

Locus of Control and Environmental Empathy) as Mediators
It is vital to understand the need of consumers to avoid challenges and wastage of time and money.
Indeed, Galli (2019) emphasised on marketing investment via voice of customers, technology and
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new product development and to recognise voice of customers it important to understand psyche
of consumers. Hence, while conceptualizing spirituality affecting green purchasing intentions, the
study theorised that psychological variables to comprehend consumers’ psyche via Environmental
Self-Efficacy (ESE), Environmental Locus of Control (ELOC) and Environmental Empathy (EE) and
examined their role as mediator between spiritual motivated environmentalism and GPI. The pioneer
studies of Straughan & Roberts, 1999 and Moser, 2015 stated that consumers generally emphasis
on personal and psychological norms while considering environmentally friendly products and
spirituality impacts the psyche of individuals. Also, companies are stressing on social responsibility
to have greater efficiency and concern for the stakeholders (Asdiou & Mokhtari, 2019). In the present
study we hypothesised that spiritual motivated environmentalism presumably affects psychological
variables, then psychological variables impact GPI and psychological variables assume to play a role
of mediator between spiritual motivated environmentalism and GPI. Thus,
H2: ESE has a mediating effect on SME and GPI

H3: ELOC has a mediating effect on SME and GPI
H4: EE has a mediating effect on SME and GPI
Environmental Self-Efficacy as a Mediator

Spirituality and Environmental Self-Efficacy
In previous studies of applied psychology, theorists have claimed self-efficacy as a focal concept
(Vancouver et al., 2008; Judge et al., 2007) as efficacy involves cognitive, social and behaviour skills
to serve the course of actions (Bandura, 1982). Efficacious individual executes a specific behaviour to
achieve the desired outcomes (Bandura, 1991) and visualises the success through firmer commitments
(Bandura, 1993). Indeed, Collins, 1982, discussed the greater significance of self-efficacy rather
than actual ability as individuals with high self-efficacy initiates actions and efforts to achieve the
desired goals despite discomfort situation (Bandura, 1982). Self-efficacy apparently influenced via
performance accomplishments, vicarious experience, verbal persuasion and emotional arousal
(Bandura, 1993) and defined as individuals’ concern with judgments / understanding of self and how
well individual can accomplish course of action to achieve the tasks and goals. Also, self- efficacy
is a self-regulatory social and motivational contributor to a cognitive functioning of individuals and
witnesses the resurgences in self (Bandura, 1991). Similarly, self-referent phenomena is influenced by
the degree of spirituality as spiritual orientation influences self (Megaviglia, 1999), individual’s beliefs
and tenets (Guillory, 2000). Hence, spirituality is a journey of understanding self and its association
with higher power to achieve purpose and quality of life (Sharma et al., 2014). Similarly, this thing can
also be accomplished by self-efficacy. In environmental context, Wu & Mweemba, 2010 explained
green self-efficacy as “beliefs concerning their capability to act in order to minimize environmental
problem”. Thus, we posited that individuals with spiritual orientation would more likely to guide and
organise future course of action to tackle environmental issues as mindful consumption engages the
consumers in evaluating the consequences of their behaviour (Sheth et al., 2011)
H2a: SME positively affects ESE
Environmental Self-Efficacy and Green Purchasing Intentions

Researchers have theoretically and empirically examined the association between ESE and pro-
environmental behaviour (Sharma & Dayal, 2016; Saribas et al., 2014; Tabernero & Hernández,
2011). It is worth noting that individuals who recognise their calibre to perform and manage greener
action as self-regulatory mechanism can lead to prospective course of action and motivate them to
achieve goals in a particular situation (Sharma et al.,2014). Also, Tabernero & Hernández (2011)
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asserted that self-efficacy triggers inherent motivation among consumers which further influences
pro environmental behaviour. Hence, we hypothesised that efficacious consumers would more likely
to engage in environmental activities as efficacy stimulates individuals’ feeling, thinking, enthusiasm
and behaviour for particular course of action (Bandura, 1992). This purposive course of action is
influenced by self-appraisal capabilities and firmer commitment to achieve them (Bandura, 1991). In
environmental aspects, consumers perform pro-environmental actions to satisfy their future course of
actions via altruistic, egotistic and biosphere motives (Schultz, 2000). Hence, it has been purported
that efficacious consumers intend to buy eco-friendly products. Thus,
H2b: ESE positively affects GPI
Environmental Locus of Control as a Mediator

Spirituality and Environmental Locus of Control
Lefcourt (1966) conceptualized the term Locus of control (LOC) as an association between own
actions and outcomes of the actions and have substantial influence over individuals’ lives (McCarty
& Shrum, 2001). Originally, Rotter (1966) encapsulated LOC dichotomously via Internal and External
beliefs of individual’s actions and subsequent outcome which regulate their personal success and
failure. Individuals with Internal LOC believe that they can significantly influence their actions and
regulate the outcomes in their lives. However, individuals with External LOC believe that they can
less likely influence the outcomes as outcomes are determined by chance, God or fate. Hence, many
studies have averred the relationship of LOC with consumer behaviour (Busseri et al, 1988), job
satisfaction (Judge & Bono, 2001), Theory of planned behaviour (Ajzen, 2002), economics (Furnham,
1986), environmental behaviour (Pavalache-Ilie & Unianu, 2012; Cleveland et al, 2005). McCarty
& Shrum, 2001, defined ELOC as “ the extent to which people believe that they have an ability to
affect pro-environmental outcomes through their actions”. Furthermore, many studies have linked the
ELOC with pro-environmental behaviour and observed the consistency in the results (Cleveland et
al., 2012; Pavalache-Ilie & Unianu, 2012; Cleveland et al., 2005; McCarty & Shrum, 2001). However,
operationalization of ELOC through comprehensive spiritual orientation hasn’t been captured in the
literature. As, Indian philosophy of spirituality advocates the notions of Karma (responsibility of
won conduct) & Dharma (path of righteousness) (Kopalle et al., 2010; Saksena, 1970). And in case
of LOC, Jackson & Coursey (1988) studied the three styles of problem solving through locus of
responsibility with different level of activities within self and God namely self-directing style (high
in self and low in God), deferring style (low in self and high in God) and collaborating style (high
in self and high in God). Thus, we theorize that individuals with spiritual orientation would more
likely to deliver environmental outcomes as their believe in Karma seemingly influences purchasing
decision of the consumers (Narang, 2013; Kopalle et al., 2010). Thus
H3a: SME positively affects ELOC
Environmental Locus of Control and Green Purchasing Intentions

Cleveland et al., 2012 extended the association between LOC and green buying by investigating
the multifaceted attitudes of consumers who believed in themselves and acted towards positive
environmental outcomes i.e. the Internal LOC. Whereas Kalamas et al., 2013 encapsulated the
relationship between individuals’ action through external forces and pro environmental behaviour.
Contextually, Internal-External LOC coexists within consumer in the case of environmental concern
(Cleveland et al., 2012). The past studies investigated the relationship between LOC and green buying
to predict consumers green buying orientationss (Pavalache-Ilie & Unianu, 2012; Cleveland et al,
2005; McCarty & Shrum, 2001) and found that individual’s environmental motives influence pro
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environmental activities which internalize and externalize their responsibility, accountability and
credibility towards environment. Moreover, Pavalache-Ilie & Unianu (2012) claimed the significant
connection between LOC and pro-environmental attitude as individuals with high internal LOC
shows caring behaviour toward environment (McCarty & Shrum, 2001). Hence, we hypothesised
Environmental LOC which involves the relationship between individuals’ action and GPI among
consumers. Thus:
H3b: ELOC positively affects GPI
Environmental Empathy as a Mediator

Spirituality and Environmental Empathy
David (1980, 1983) comprehended empathy as a multifaceted approach rather than unilateral cognitive
or emotional construct. Indeed, Batson (1991) claimed empathy as a congruence of emotional reaction
for other’s perceived welfare. Cohen (2011) acknowledged two aspects of empathy i.e. “our ability to
identify what someone else is thinking or feeling, and to respond to their thoughts (recognition) and
feelings with an appropriate emotion (response).” Also, Cohen (2011) anticipated the continuum of
empathy which gives an individual a capability to empathise with others and this varies according to the
situations and/or emotional level of individuals. Simply, empathy is self-awareness regarding others’
emotions (Hoffman,1990) and responding accordingly (Cohen, 2011). Also, it is worth mentioning
that many scholars linked the concepts of religion and spirituality with the affirmative expressions
of love, compassion, altruism and empathy (Souza, 2014; Huber & MacDonald, 2011; Koenig et al.,
2007; DiLalla et al., 2004). Moreover, Bradley, 2009 empirically articulated the relationship between
spirituality and empathy and inferred that higher level of spirituality demonstrates the higher level
of empathy using four subscales of IRI (Interpersonal Reactivity Index) of Davis (1983) i.e. higher
level of understanding of others’ viewpoint (perspective taking), sympathy towards others (empathy
concern), emotional revert towards others’ difficulties (personal distress) and tendency of imaginary
transposing into others’ outlooks (fantasy). In environmental context, environmental empathy
exemplified understanding current environmental problems (Tam, 2013) and accordingly taking the
green purchase decisions (Schultz, 2000) via altruistic and biosphere motive. Hence, we postulated
that manifestation of spiritual traits contributes in EE.
H4a: SME positively affects EE
Environmental Empathy and Green Purchasing Intentions

Previous studies explored the link between empathy and behaviour of consumers (Schultz, 2000;
Batson et al., 1989, 1988, 1991). The study of Gera et al (2017) examined the relationship between
empathy and behavioural intentions of consumers in service sector and asserted its positive impact
on behaviour intentions. In environmental perspective past studies haverevealed that environmental
concern activates owing to environmental deterioration. Correspondingly, Berenguer (2010) extended
treatise on empathy by citing moral development theory of Kohlberg (1984) and moral socialization
theory of Hoffman (2000), to examine the impact of empathy on environmental behaviour. Kollmuss
& Agyeman (2002) analysed a framework of altruistic- empathy with pro-environmental behaviour
of consumers. It is worth stating that environmental mindfulness consists of cognitive, attitudinal and
behavioural components (Sánchez & Lafuente, 2010) and incorporates psychological aspects that are
commonly associated to individuals’ beliefs, values, attitudes, motivation and knowledge (Sharma &
Kesharwani, 2015; Sharma & Sharma, 2013). It implies that twofold components of empathy: cognitive
which attempts to understand other’s perspective and affective which endeavours to emotional react
towards others (Batson, 1991; Hogan,1969) might influence consumers’ emotional reaction towards
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green buying intentions as common sense of humanity exist among individuals which arises empathy
and compassion for the existing environmental issues and such sentiments persuade them to improve
the circumstances (Bandura, 2007). Hence, we have hypothesised the linkage between EE and GPI
H4b: EE positively affects GPI
METHOD
Sample and Procedure

The structured self-administered questionnaire was developed to test the hypothesis and research
framework. Respondents were solicited off-line (personally) and through on-line mode to participate
in the research. The online survey was developed through Google forms and participants were solicited
via email and social media (potential consumers having basic knowledge regarding green products).
For the off-line mode the students of various universities in Delhi were selected as the participants.
The previous studies shown that young consumers of India are more conscious regarding the current
ecological issues and their choices reflect accordingly (Prakash & Pathak, 2017; Yadav & Pathak,
2016; Yadav & Pathak, 2016b). Prior distributing the questionnaire to the respondents a pilot study
was done to assess the content validity. Initially, questions were shown to five experts and scholars
and based on their comments to minimize the idiomatic and confusing terminologies questions
were modified. Subsequently, with the purpose to check the appropriateness of the aforementioned
sample frame, sample of 25 students and 25 non-student consumers were compared. The result of
the pilot study reported no significance difference in the perception and choices of student and non-
student participants. After the second pretest, a total of 103 respondents from off-line mode and 167
respondents from on-line mode were solicited. Out of which questionnaires of 97 respondents from
off-line mode and 161 respondents from on-line mode were usable.
In total, 258 potential responses were pre-screened for the study. Of these, on the basis of
questionnaire completion and usability, 223 responses were selected for the analysis. Table 4 is the
demographic classification:
Instruments
To investigate the framework of the study the data of five variables collected: GPI, ESE, ELOC,
EE and SME using a structured questionnaire. This paper refers the research of Chen & Chang,
2012 to administer the items for green buying intentions and to measure the spiritual motivated
environmentalism of the consumers a questionnaire of six items was developed by referring the
studies of Sharma & Bharti, 2014 and Narang, 2013 . In additional to measure ESE a questionnaire
was developed by referring studies of Bandura (1982;1991; 1993) and the study of Cleveland et al
(2005) was considered to examine ELOC. A questionnaire was developed to measure the responsive
and reactive attitudinal intentions of the consumers i.e. EE. Each item was measured on seven point
likert scale ranging from “Strongly Disagree” to “Strongly Agree” as per the Appendix.
RESULTS
The Results of Measurement Model

Discriminant and convergent validity was conducted with the help of Principal Component Analysis
(PCA) and Confirmatory Factor Analysis (CFA) to explore the validity of the instruments. The factor
analysis was conducted on 223 cases and no cross loading was found above 0.4 and total extracted
variance was 0.72. The factor loadings are shown in PCA employing Varimax rotation as per Table 2.
Suitability of sampling for factor analysis is mentioned significant (P< .01) and KMO value was more
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Table 1. Demographic classifications
Gender (n=223) (%) Education (n=223) (%)

Male 43 Under Graduate 14
Female 57 Post Graduate 39
Total 100.00 Pursuing/Completed PhD 28
Professional Education 12
Other 7
Total 100.00
Age (in years) (n=223) (%) Income (Rs. p/m) (n=223) (%)
18 - 23 33 <10000 12
24 - 29 44 10001-25000 15
30- 35 14 25001-40000 39
36 - 41 6 40001-55000 25
42 & Above 3 >50001 9
Total 100.00 Total 100.00
than 0.8 for each factor. Also the table shows Cronbach’s alpha more than 0.7 which is considered
to be good to measure their internal reliability of the intrument.
Also, factor structure within constructs was examined. To test the convergent validity, CFA was
performed using Structural Equation Modelling (SEM). Measurement model was examined using
standard indices and Goodness-of-Fit statistic (GFI) was 0.901, Normed-fit index (NFI) was 0.903,
Comparative fit index (CFI) 0.919, CMIN/DF 1.679 and Root Mean Square Error of Approximation
(RMESA) 0.053 which indicated that all the parameters show the goodness of fit. Convergent validity
was verified using the subsequent criteria. First, CR coefficients of each item should be greater than
0.70. Secondly, CR coefficients of each items more than AVE. Third, AVE more than 0.5. To examine
the discriminant validity, the study used two criteria. First, MSV found less than AVE. secondly, ASV
should be less than AVE. Hence, the validity of the instruments was confirmed.
DATA ANALYSIS
Data are analysed using Parallel Multiple Mediation model of AF Hayes. In the case of parallel
multiple mediation model, antecedent X influences consequent Y directly and indirectly through
two or more mediators followed with a condition that there shouldn’t be causal relationships among
the mediators. In this case mediator modelled with k mediators has k + 1 resultant variables forms
two equations and these equations can be processed by using PROCESS.sps in SPSS developed by
Andrew F. Using Hayes (2008) notations the equations are:
M= iM1 + aiX+ eMi for all i = 1 to k … (1)
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Table 2. The items’ loading (λ), Cronbach’s α and AVEs
Cronbach’s
Constructs Items λ CR AVE MSV ASV
α
ESE1 .875
ESE ESE2 0.902* 0.843 0.958 0.884 0.419 0.196
ESE3 0.928*
SME1 .613
SME2 0.788*
SME3 0.721*
SME 0.854 0.8717 0.5380 0.4476 0.3331
SME4 0.737*
SME5 0.524*
SME6 0.611*
GPI1 .802
GPI GPI2 0.741* 0.850 0.8571 0.6694 0.4476 0.2924
GPI3 0.643*
ELOC1 .702
ELOC2 0.787*
ELOC 0.869 0.8717 0.6297 0.4422 0.2989
ELOC3 0.645*
ELOC4 0.716*
EE1 .602
EE EE2 0.684* 0.702 0.9205 0.7954 0.4186 0.2910
EE3 0.697*
*P>0.5
k
Y= iY + c`X+ bM + e
i 1
i i Y
… (2)
Where ai calculates the effect of X on Mi, bi guesstimates the effect of Mi on Y controlling for X and
other k – 1 M variables and c` respectively estimates the effect of X on Y holding all k M variables
constant (Hayes, 2008). In our study, we have theorised three mediators namely ESE (M1), ELOC
(M2) and EE (M3) and formed three equations.
M1 = iM1 + a1X + eM1 … (3)
M2 = iM2 + a2X + eM2 … (4)
M3 = iM3 + a3X + eM3 … (5)
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Y = iY + c`X + b1M1 + b2M2 + b3M3 + eY … (6)
Hayes (2008) has shown that in equation 3, 4 and 5, a1, a2 and a3 can quantify the change in one
unit of X separately by estimating the M1, M2 and M3 individually. Equation 6 calculates the b1 by
assessing a unit change on M1 change on Y keeping M2, M3 and X constant. Likewise, b2 estimates a
unit change on M2 and Y by holding M1, M3 and X constant. In case of b3, a unit change on M3 and Y
is calculated by holding M1, M2 and X constant. Lastly, c` assesses the change in a unit on X and Y
holding M1, M2 and M3 constant. Hayes, diagrammatically represented parallel mediation model as in
Figure 2, where X is framed to show its effect on Y through k+ 1 pathways. First is the direct effect
i.e. the effect from X to Y without passing through any hypothesised mediator. Second indirect effect
i.e. the pathway of X to Y leads through each discrete mediator. It is worth noting that a framework
with k mediators will have k pathways. In our case, model will have three pathways, one through
M1 (X to M1 to Y), another through M2 (X to M2 to Y) and lastly through M3 (X to M3 to Y). It is
interesting to note that to quantify the indirect effect we can use the mediator model using equations
from 3 to 6, where indirect effect of X to Y through M1 can be specified through a1b1. Similarly, the
indirect effect of X to Y through M2 and X to Y through M3 can be estimated through a2b2 and a3b3
respectively. In present study the total indirect effect can be quantified by adding a1b1 + a2b2 + a3b3.
The direct effect of three mediators can be computed using equations 1 and 2:
c = c` + a1b1 + a2b2 + a3b3 … (7)
Here, c is measure of Total Effect.

Figure 3 shows the diagrammatic representation of parallel multiple mediator model with ESE,
ELOC and EE as potential mediators which countenance a simultaneous test on SME and GPI while
having the shared association among them. Table 3 represents four consequent variables and forming
four equations to estimate all the effects on the proposed mediators namely ESE, ELOC and EE and
another to calculate the outcome GPI.
A separate regression analysis was done to understand the direct relationship between GPI and
spirituality and result revealed that positive and significant slope coefficient 0.663 with the standard
error of 0.097, p value of .0000, R2 = 0.3727. The total effect of spiritual motivated environmentalism
on purchase intentions has been represented by OLS slope coefficient. As per Equation 6, the results
revealed the direct effect of spirituality on GPI with positive and significant slope coefficient of 0.310,
standard error (SE) 0.114 and p value 0.008. Hence, it is conceivable that if theorised mediators are
held constant, then also spiritual motivated environmentalism influences GPI significantly. Thus, there
is sufficient evidence to support Hypothesis 1, regardless of which method is used when potential
mediators are statistically controlled. In addition, Table 3 shows the relationship between spirituality
and ESE (as per Model 1) is positively significant (P<0.05). Therefore, it supports Hypothesis (H2a)
with R2.1953 which indicates a smaller amount variance in ESE is explained by the spiritual enthused
conservationism. Also, it is worth noting that spirituality seems to elucidate almost considerable
amount of variability in ELOC (R2 = .3604) with positive (.778) and significant (P<0.01) coefficient
thus supporting Hypothesis (H3a). However, the results of Model 3 stated in Table 3 reveals the worthy
amount of variance in EE by transcendent motivated environmentalism as the coefficient is positive
and significant with R2 .4483 thereby confirming Hypothesis (H4a).
Model 4 also demonstrates the significant relationship among ESE, ELOC, EE and GPI and
supports all hypotheses (H2b, H3b and H4b). It elucidates that addition of ESE, ELOC and EE in the
model significantly affects the R2 to 0.60671. The substantial change in explained variation explains
the functioning of ESE, ELOC and EE as potential mediators in the model. It is worth citing the
indirect effect of ESE, ELOC and EE exclusively to estimate a differ by a unit on a mediator differ
on GPI holding other mediators and SME constant (Hayes 2008).
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Figure 2. Diagrammatical representation of Parallel Multiple Mediation Model
Figure 3. The results of full model (*P<0.05)
Table 3. Direct, mediation and total effect of spiritual motivated environmentalism on GPI
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We can calculate indirect effect of ESE on SME and GPI by multiplying a1b1 = .596*.460 = .274.
The indirect effect of SME on GPI through ESE is estimated by .274 units which infer that consumers
with spiritual motivation for environment will efficaciously execute greener course of action as both
a1 and b1 were positive which in turn will lead positive intentions towards environmentally friendly.
The second indirect effect of SME on GPI through ELOC, assessed as a2b2 = .778*.294 = .229 units
which implies that consumers with green transcendence will conscientiously intend consumers to act
towards the environment. The third indirect effect of SME on GPI through EE, estimated as a3b3 =
.647*.221= .143 which indicates that consumers’ environmentalism through spiritual motivation will
cognitively and affectively understand the environmental problem and accordingly anticipate to react.
It is worth expressing the indirect effect of SME on GPI through ESE, ELOC and EE mutually as a1b1
+ a2b2 + a3b3 = .274 + .229 + .143 = .646. The positive total indirect effect affirms that spiritually
encouraged consumers will have .646 units higher intentions towards green products in presence of
ESE, ELOC and EE. Purposeful attitude towards environment can be developed by transcendental
aspects as it begets mindfulness among consumers (Leigh et al., 2005). It shows, prima facie, greater
relevance of Model 4 relatively than Model 1, 2 and 3 as presence of ESE, ELOC and EE between
SME and GPI have more significance in the framework.
DISCUSSIONS AND CONCLUSION
Potentially the journey of spiritually oriented environmentalism is at its initial phase of research and
practice besides reaching to its zenith. Hence, researchers and practitioners may explore the concepts
in green marketing using different lens of spirituality. By converging the multi-disciplinary view of
spirituality and green marketing, the present paper proffers an approach to understand the purchasing
intensions of environmentally friendly products through ESE, EE, ELOC and SME. Indeed, the
present study explores a new framework of SME effecting GPI through ESE, EE and ELOC to
acknowledge the perspective of green purchasing intentions. The study found that spiritual orientation
straightforwardly guides and motivates individuals to perform green activities for environmental
issues. Also, it empirically extends the study of Baker & Morrison, 2008. In addition, the presence of
partial mediation has been observed as green purchasing intention mediated by three constructs ESE,
EE and ELOC. Thus, this paper presents a rich conclusion amongst multiplicity of green marketing
literature. All results in the present study are supporting posited hypotheses.
Seven major conclusions can be drawn from the present study. First, this study combines the
concept of spirituality and green buying intentions of consumers to understand the spiritually motivated
environmentalism journey of consumers. Second, generality of spiritual orientation among consumers
articulates their interconnectedness with natural environment which subjectively influences the
personal value system and sense of compassion for self, others and nature and stimulates green buying
intentions. Third, spiritual orientation apparently demonstrates environmental efficaciousness of
consumers by resurging the cognitive functioning and efficiently dealing the environmental activities.
Fourth, consumer’s with spiritual motivation in the direction of environment advocate regarding their
Dharma (doing right things) towards environmental actions. Fifth, consumer exhibited cognitive
and affective intentions to buy environmentally friendly products in the presence of transcendent
thoughtfulness. Sixth, this psychological spiritual motivational journey of consumers intends to
show green orientation. Seventh, this paper extends the research of heedful consumption behaviour
of consumers by analyzing the impact of perceptive constructs namely ESE, EE and ELOC in the
area of green marketing.
The conclusions drawn in the study verify that influence of spirituality have an impact on green
buying intentions of consumers. It may be purported that if firms would like to push the eco-friendly
products then they should comprehend the spiritual journey of consumers through variant attributes
to establish long term environmental strategies. Second, marketers and organisations in India are
witnessing sustainability dilemmas and burden in preserving natural resources (Jayanti & Gowda,
112
2014), hence they should work on the greener production, promotion and trigger the environmental
concern of spiritual consumers. As Galli (2018) articulated that integrated promotional strategy should
be implemented by organisations to ensure successful projects like enhancing purchase intentions
of consumers. Also, marketers can strategized environmental promotion to enhance environmental
psychological variables using social media as it has been found that social media is more efficient than
traditional ways of promotion (Truta et al., 2018).Third, companies need to make strategies to enhance
environmental efficaciousness, empathic concern and loci of control among consumers because
present study reported the significant mediation effect in the relationship between SME and GPI.
Many respondents revealed their concern for the nature, sustainable development and environmental
issues for the grander benefits like social and universal considerations rather than only for self in their
present lifestyle. As these concepts of sustainable development not only impact on country’s social
development but also on economic and environmental development (Hissi et al., 2018).
It affirms that spiritual footing heightens the environmental awareness (Baker & Morrison, 2008)
and kindles greener actions. This involves their personal efficacy, response, reaction and positive
thoughtfulness regarding the environment in an intrinsic way. Henceforth, companies should stimulate
the cognitive and affective functioning of consumers in their marketing strategies.
The present paper has attempted to examine green purchasing intentions through spiritual
expedition of consumers by considering their ecological self-efficacy, locus of control and empathy
and extended the studies of Bakers & Morrison, 2008 and Sharma & Sharma 2016. Through the
result revealed in the study, the companies can exploit environmental concern and consciousness
of consumers to entice new markets, customers and also to retain the existing green consumers by
focusing on the spiritual orientation of the consumers (Sharma & Sharma, 2016).
Limitations and Future Scope

The concept of spirituality is abstract in nature and to define all dimensions of it is difficult. Thus,
scholars can investigate the actual spiritual and green consumption experiences of consumers to
support the positivist approach employed in this through qualitative research like grounded theory
or IPA. The present study explores only explores the one aspect of purchase intentions regarding
green/eco-friendly products and not the behaviour of the consumers. Future research can focus on
investigating the actual buying behaviour of the consumers like how spirituality motivates green
buying behaviour. The sample size used in the present study is collected from Delhi and NCR. Cross-
country examination can be done to study the aspect of the study. Furthermore, the study considers
only limited psychological variables to investigate the association between spiritual orientation and
green purchase intentions. Other variables like green attitude, green values, green motivation or
empathy etc can also be investigated by researchers. Also, to investigate psychological attributes
like ESE, EE, ELOC, spiritual orientation and GPI the present study used cross-sectional study. For
future reference, researchers can use longitudinal study.
113
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ENDNOTE
1
The significance of difference of two R2 was calculated using the F test proposed by Gujarati, Porter, and
Gunasekar (2009, p.260).
119
APPENDIX
Table 4. Variables and statements
Variables Statements
i. I intend to purchase environmentally friendly products because of its environmental concern
ii. I expect to purchase environmentally friendly products in the future because of its environmental
GPI
performance
iii. Overall, I am glad to purchase environmentally friendly products because it is environmental friendly
iv. I intend to buy environmentally friendly products that are efficient and less damaging to the whole
universe
v. I attempt to buy environmentally friendly products for my personal and societal benefits
vi. I consider environmental issues while purchasing a product
SME
vii. I respect the nature and environment
viii. I believe humans and environment are part of an integrated whole
ix. I introspect impact of my words & actions on environmental issues
x. I admire the whole Cosmo which includes nature and environment
i. It is easy for me to stick to my environmental aims and accomplish my goals.
ESE ii. I am confident that I could deal efficiently in environmental activities with unexpected events.
iii. Thanks to my resourcefulness, I know how to manage environmental purchasing and usage
i. By buying environmentally friendly products, I can make a difference in helping the environment.
ii. I try to aware some of my friends regarding environmentally friendly products
ELOC iii. I buy environmentally friendly’ products, to persuade companies to become ‘friendlier’ to the
environment.
iv. I read regarding environmental issues to update myself regarding environmental situation
i. I often have tender, concerned feelings for the environmental problem
EE ii. Sometimes I feel very sorry for environment and environmental issues.
iii. For the environmental problems, I feel to buy environmentally friendly products.
120
Nitika Sharma is a zealous academician with MBA, M.Com and pursuing Ph.D. in the area of green marketing. She
has more than 5 years of teaching and industrial experience. She is associated with the teaching of Marketing,
Services Marketing, Research Methodology and General Management in colleges of Delhi University, GGS IP
University and Netaji Shubhas University of Technology, Delhi since 2012 to undergraduate and post-graduate
students. She has the dozen of research papers/ articles/chapters to her credit published in the national and
international journal of repute. She has won various awards in National and International conferences. Ms. Sharma
has also conducted workshops in research methodology. She has mentored many post-graduate and undergraduate
students in their research publications/projects.
Madan Lal (PhD) is passionate academician and prudent scholar in the area of International business and marketing.
He handles papers in International Economics, International trade, Research Methodology and Marketing. He has
taught for more than thirteen years in the Institute of Management Studies (IMS), Banaras Hindu University (BHU),
before joining as Professor in the department of commerce, Delhi School of Economics, University of Delhi. Dr.
Madan Lal earned his Doctor of Letters (D.Litt.) degree from IMS, BHU. He did his MA economics and MBA-IB
from Punjab University Chandigarh. After qualifying JRF in both Economics and Management subjects, he earned
his Ph.D. Degree from H. P. University Business School, HPU Shimla, Himachal Pradesh. Dr. Lal has completed
two major research projects and working on a minor project in the area of international trade. He has authored
and edited three books and published more than two dozen research papers in national and international journals.
He has coordinated about fifteen FDPs/QIPs, workshops and conferences of national and international level and
delivered lectures at various academic platforms including in-house and corporate training and capacity building
programs. He has presented his research papers in national and international conferences in India and Abroad.
He played an active role as academic council member at Banaras Hindu University, and as coordinator of Industry
Institute partnership Cell, and held various administrative positions in the University. He has been also member of
the governing body of Hansraj College University of Delhi. Dr. Lal’s professional service includes editorial roles,
affiliation to various boards/committees, conference participation as Chair/Co-chair/key note speaker and student
advising. He has produced four Ph.Ds. and mentoring eight Ph.D., four M.Phil. and a few graduate students. He
is life member of, Indian Commerce Association, Indian Accounting Association, Indian Economic Association and
Rural Marketing Association of India.
Pankaj Deshwal (PhD) is an Assistant Professor at the Department of Management Studies, Netaji Subhas
University of Technology (formerly Netaji Subhas Institute of Technology), New Delhi. He has completed his
Ph.D. from University of Delhi. He has published more than 40 research papers in reputed International Journals,
Proceedings of International Conferences, and Books chapters. He is a member of American Marketing Association,
America, (Chicago, USA), Society of Operations Management (India), Indian Commerce Association (India), Indian
Society for Technical Education (New Delhi), Rural Marketing Association of India (New Delhi).
121

Being Spiritually Green - Investigating The Impact of Spiritually Motivated Environmentalism On Green Purchasing Intentions

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Being Spiritually Green - Investigating The Impact of Spiritually Motivated Environmentalism On Green Purchasing Intentions

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International Journal of Service Science, Management, Engineering, and Technology

Volume 11 • Issue 4 • October-December 2020

Being Spiritually Green:

Pankaj Deshwal, Netaji Subhas University of Technology, India

Figure 1. Research framework

Spirituality and Green Purchasing Intentions

H1: SME positively affects GPI

Psychological Variables (Environmental Self-Efficacy, Environmental

H2: ESE has a mediating effect on SME and GPI

Environmental Self-Efficacy as a Mediator

H2a: SME positively affects ESE

Environmental Self-Efficacy and Green Purchasing Intentions

H2b: ESE positively affects GPI

Environmental Locus of Control as a Mediator

H3a: SME positively affects ELOC

Environmental Locus of Control and Green Purchasing Intentions

H3b: ELOC positively affects GPI

Environmental Empathy as a Mediator

H4a: SME positively affects EE

Environmental Empathy and Green Purchasing Intentions

H4b: EE positively affects GPI

Sample and Procedure

The Results of Measurement Model

Table 1. Demographic classifications

Gender (n=223) (%) Education (n=223) (%)

M= iM1 + aiX+ eMi for all i = 1 to k … (1)

Table 2. The items’ loading (λ), Cronbach’s α and AVEs

M1 = iM1 + a1X + eM1 … (3)

M2 = iM2 + a2X + eM2 … (4)

M3 = iM3 + a3X + eM3 … (5)

Y = iY + c`X + b1M1 + b2M2 + b3M3 + eY … (6)

c = c` + a1b1 + a2b2 + a3b3 … (7)

Here, c is measure of Total Effect.

Figure 2. Diagrammatical representation of Parallel Multiple Mediation Model

Figure 3. The results of full model (*P<0.05)

DISCUSSIONS AND CONCLUSION

Limitations and Future Scope

Table 4. Variables and statements

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