Prior research has examined value antecedents to sustainable consumption, including religious or cultural values. We bridge together these usually separated bodies of literature to provide an ethically-based examination of both religious and cultural values in one model to understand what drives sustainable consumption as well as outcomes on consumer well-being. In doing so, we also fulfill calls for more research on socio-demographic antecedents to ethical consumption, particularly in the domain of sustainable consumption. We examine this relationship using data from the (...) religiously and culturally diverse country of Singapore, collected from a door-to-door, representative sample utilizing numerous quality control techniques. Our path analysis and logical follow-up tests reveal that both religious and cultural values influence sustainable consumption, and then sustainable consumption positively influences consumer well-being. Implications are provided for consumer ethics, business’ ethical practices, and belief congruence theory. (shrink)

In response to the growing importance of environmental issues, more and more consumers are turning to anti-consumption by reducing, rejecting, or avoiding consumption. Covering the intersection of sustainable consumption and anti-consumption, previous studies relied on socio-cognitive models to explain this decision. In order to extend their findings, we consider the moral and emotional perspectives to examine reducing consumption for environmental reasons in a particular context, i.e. air travel. It is against this backdrop that we propose a conceptual model that includes (...) moral foundations as the main antecedent, followed by anticipated guilt and personal responsibility, while intention to reduce consumption (i.e. air travel) for environmental reasons, positive word of mouth about reducing air travel (WOM) and environmental activism represent the outcomes. The proposed model is tested on a sample of 511 respondents from a UK online consumer panel. Our results confirm the importance of moral foundations, anticipated guilt and personal responsibility and their interplay in the prediction of intention to reduce consumption for environmental reasons. Anticipated guilt influences WOM, while personal responsibility influences activism. In addition, intentions to reduce consumption for environmental reasons have a positive impact on WOM and environmental activism. There are several implications for public policy makers and NGOs that fight against climate change that derive from these findings, as well as research opportunities for academics interested in this topic. (shrink)