The Role of Religious Value and Environmental Knowledge on Green Purchase Behaviours of Muslim Consumers

Nanang Ariswibowo, and Ezlika Ghazali
Graduate School of Business, Faculty of Business and Accountancy, University of Malaya, 50603 Kuala Lumpur, Malaysia

Abstract: Green behaviour is an increasingly important topic gaining much attention in today’s society. This study examines the linkages between religious value, environmental knowledge, and green purchase behaviours from a sample of 190 Muslim consumers in Indonesia, a country with the world’s largest Muslim population that accounts for about 80% of all Muslims living in Southeast-East Asia. Using partial least square (PLS), a variance-based structural equation modelling (SEM), results indicate that religious value has a positive impact on green purchase behaviours via the mediating roles of environmental concern, green purchase attitudes, and green purchase intentions. In addition, this study demonstrates that environmental knowledge is an antecedent of green purchase behaviours. To the literature, this study also confirms that religious value is a multidimensional construct (intrinsic, extrinsic, and quest) with reflective first-order and formative second-order items. Consequently, the study provides practical implications for green marketers to fine-tune their marketing strategies.

Keywords: environment, green product, environmental knowledge, religious value, purchase behaviours, formative construct