How religiosity and spirituality influences the ecologically conscious consumer psychology of Christians, the non-religious, and atheists in the United States.

This article examines how religiosity and spirituality influence ecologically conscious consumer behavior (ECCB) among Christians, the non-religious, and atheists in the United States, focusing on the mediating roles of environmental values (egoistic, altruistic-biospheric) and issue involvement with global warming. Findings indicate that for Christians, both religiosity and spirituality positively affect ECCB through environmental values and issue involvement, with religiosity linked more to egoistic values and spirituality to altruistic-biospheric values. Among the non-religious and atheists, spirituality—but not religiosity—significantly promotes ECCB, primarily mediated by egoistic values and issue involvement, highlighting a spiritual connection with nature as a key motivator regardless of religious affiliation. The study suggests tailored environmental messaging that considers these belief systems and values to effectively encourage pro-environmental consumer behavior.