Sacred Choices

Abstract

This chapter provides an extensive perspective on religious and green consumer behavior, in which a fine balance is evaluated to explain this particular interaction. It analyzes how religious beliefs and practices would influence attitudes toward sustainable consumption behavior. It begins by delineating how environmental stewardship is defined theologically within a range of religious traditions: Christianity, Islam, Hinduism, and Buddhism. This concept of faith tends towards Indigenous values such as maintaining unity with the natural world, teachings about stewardship, and living simply while having a sense of admiration for all creations. The chapter uses empirical data and case studies to demonstrate how religious beliefs influence consumer choices, such as buying green products or endorsing brands promoting sustainability. Finally, it reveals the religious viewpoint behind green consumer behavior, thereby extending our understanding of how sustainability can be culturally deepened and offers a new angle on religion to make society more environmentally respectful.