Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

How Do Religiosity and Spirituality Affect Green Purchase Intentions? A Comparative Study between India and Japan

Published: May 24, 2023


Mototaka Sakashita, Graduate School of Business Administration, Keio University; Rahul Goswami, Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, Kharagpur, India; Swagato Chatterjee, Queen Mary University of London, UK


Although prior research has explored the relationship of religious values and affiliations with sustainable consumption in the east vs west cross-cultural context, it neither explored the varying relationships of both religiosity and spirituality on green purchase intention nor focused on an eastern cross-cultural context. This study explores the differential relationships of spirituality, religiosity, and green self-identity on consumers’ green purchase intention in the context of two Eastern countries - India and Japan. Using structural equation modeling on survey-based primary data (N=646), we found that religiosity negatively impacts green self-identity in India, which is non-existent in Japan. However, spirituality has a direct and positive relationship with green self-identity for both India and Japan, and an indirect and positive relationship with green purchase intention for only Japan but not India. This study contributes to elaborating on the green consumption literature.