ABSTRACT
Sustainable consumption (SC) has been a topic of interest to academicians, researchers and practitioners in the discipline of marketing. Religion and culture has emerged as a significant predictor of sustainable consumption. Various studies have reported that religion as a source of wisdom, morality and ethics for the individuals plays an important role in shaping the consumption behavior. Religious values and cultural values have been identified as drivers of SC. To gain a more holistic understanding of the impact of consumer values (e.g. religious values, cultural values [CV]) on SC, religious values should be examined in conjunction with CV. Causal influence between basic values and environment-friendly behavior goes from values to behavior but at the same time all values are not equally relevant for evaluating behavior in a particular domain. Various factors like environmental knowledge, risk perception, cultural values, and religion act as a driver in SC.
