Religiosity to Voluntary Simplicity: Bridging the Gap with Altruistic Environmental Concerns

Abstract

This paper aims to investigate the association between intrinsic religiosity (IR) and voluntary simplicity (VS) behaviour through mediation by altruistic environmental concerns (AEC). Quantitative research is lacking in the subject area. The present study is a pioneer in examining the rarely investigated relationship between IR and VS through mediation by AEC in Muslims. 458 usable responses were collected through a survey from Pakistani Muslim consumers. PLS-SEM approach was applied using SmartPLS and analysis results indicate that IR has a significantly positive impact on AEC and VS. The indirect effect shows that AEC positively mediates the association between IR and VS behaviour. Furthermore, the study provides practical implications for the consumption behaviour of Muslims, a major market worldwide. To enhance environmental care and anti-consumption for sustainable development, marketers and policymakers in Islamic countries should advocate Islamic values linked with environment care and simplicity while promoting sustainability initiatives and marketing mix.