Culture and individual attitudes towards responsible consumption

Abstract

Purpose This study aims to analyse how cultural and religious values shape individual attitudes towards responsible consumption (RC), with a particular emphasis on contrasting Abrahamic and non-Abrahamic countries. The objective was to find out how adherence to religious beliefs could drive sustainable behaviours as a sure way to achieve sustainable development goals, among them RC and production. Design/methodology/approach The research classifies countries into Abrahamic and non-Abrahamic based on data derived from World Values Surveys from 1980 to 2020. To find out the effect of religious and cultural values on RC behaviours, the authors use a logistic regression model by controlling the sociodemographic variables country, denomination and town size. Findings The findings determined that in Abrahamic countries, high adherence to religious teachings is strongly correlated with positive RC behaviours. In most non-Abrahamic countries, however, while the strength of the effect of cultural values on RC is somewhat diminished, there is potential for a positive shift insofar as the central doctrines of the respective faiths will be adopted more actively by their adherents. Research limitations/implications While this study provides valuable insights into the influence of cultural and religious values on RC, it is limited by its reliance on cross-sectional data, which restricts the ability to infer causality. Future research could benefit from longitudinal studies to track changes over time or experimental designs to test causality more directly. Additionally, the study’s focus on broad religious categories may overlook the nuanced differences within each religious group, suggesting a need for more detailed subgroup analyses. Practical implications The practical implications of such findings lie in the fact that marketers have to design campaigns that relate to the cultural and religious ethos of their target audiences. Therefore, marketing strategies locally practised bring effectiveness in running initiatives meant to be taken for sustainable consumption practices, to develop brand loyalty and to support corporate environmental and social responsibility. Social implications By aligning consumption practices with religious teachings, communities can foster a collective sense of purpose and ethical responsibility. This alignment not only enhances social cohesion but also supports broader social goals such as environmental sustainability and economic moderation. Moreover, by encouraging values like thrift and stewardship, societies can mitigate the adverse effects of consumerism, such as waste and environmental degradation, thus improving the quality of life and fostering a more sustainable future. Originality/value This paper is going to add to the existing literature by identifying how religious teachings can be pivotal for the sustainability of modern times. Its findings provide new insight for policymakers and marketers who are seeking to encourage RC in cultures.

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