Abstract

Despite global warming and climate change remaining top environmental issues, many people do not prioritize the environment. However, religious and spiritual beliefs can influence pro-environmental behavior. Therefore, we focused on understanding how religiosity and spirituality among Christians, the non-religious, and atheists, influence ecologically conscious consumer behavior (ECCB) through environmental values (i.e. egoistic, altruistic, and biospheric) and issue involvement. Using Qualtrics, we recruited a US sample of Christians ( n = 362), the non-religious ( n = 132), and atheists ( n = 84). Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) analyses confirmed the hypothesized model. Overall, the findings suggest that religiosity is related to the environmental values of Christians and the non-religious. This relationship increased issue involvement and positively impacted participants’ ECCB. More importantly, irrespective of religious affiliation, perceived spiritual connection with nature promoted ECCB.