Consumers Spirituality Towards Green Purchase Intention: MediatingRoleofPerceived Consumer Effectiveness and Moderating Role of Religious Commitment

Authors

  • Fozia Malik PhD Department of Business Administration, Fatima Jinnah Women University, Rawalpindi
  • Sana Irfan PhD Department of Business Administration, Fatima Jinnah Women University, Rawalpindi
  • Sahrish Saba PhD Department of Management Sciences, Shifa Tameer e Millat University Islamabad
  • Laraib Mumtaz Department of Business Administration, Fatima Jinnah Women University, Rawalpindi
  • Hira Nasir Department of Business Administration. Fatima Jinnah Women University, Rawalpindi

Abstract

This research investigated the relationship among consumer spirituality, perceivedconsumer effectiveness (PCE), and green purchase intentions through the lens of themoderating effect of religious commitment. A quantitative research designwasemployed and the data was collected in a period of one month from207 general consumers in Pakistan using snowball sampling technique. The analysis was runusingthemediated-moderation Model 14 as suggested by Hayes (2008) to test the hypothesizedrelationships. The findings of the study shows that consumer spirituality has a positiveand significant effect on green purchasing intentions which is mediated by PCE. Then, religious commitment enhances the effect of PCE on GPI through sustainable consumerbehaviour. Moreover, theoretical discussions were initiated around the TripleBottomLine (TBL) theory, which requires the assurance of equilibrium in economic, social andenvironmental dimensions for the sake of sustainability. Based on the findings, thestudyprovides implications for marketers, policymakers, and educationalists to encouragegreen consumption using spiritual and religious values.

Keywords: Consumer Spirituality, Green Purchasing Intention, Perceived ConsumerEffectiveness, Religious Commitment, Triple Bottom Line Theory, Sustainability, Consumer Behaviour, Environmental Stewardship, Pakistan

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Published

2025-02-06

How to Cite

Fozia Malik, Sana Irfan, Sahrish Saba, Laraib Mumtaz, & Hira Nasir. (2025). Consumers Spirituality Towards Green Purchase Intention: MediatingRoleofPerceived Consumer Effectiveness and Moderating Role of Religious Commitment. Journal of Management &Amp; Social Science, 2(1), 138–157. Retrieved from https://rjmss.com/index.php/7/article/view/61

Issue

Vol. 2 No. 1 (2025): Journal of Management & Social Science

Section

Articles