This study examines the influence of environmental concerns on potential consumers’ pro-environmental behavior in a sample of Muslim students in Pakistan. To this end, subjected to empirical verification with the use of a survey, a theoretical model has been proposed. A total of 280 questionnaires were distributed among university students, and convenience sampling method was used for data collection. Particularly, the findings confirm the influence of environmental concerns on consumers’ pro-environmental behavior. The environmental concerns in turn, are also seen to affect consumers’ pro-environmental behavior via moderating role of religiosity of a person. Even though, the present findings provide a better understanding of the process and significant antecedents of pro-environmental behavior, this also highlights one area for more thorough investigation. That is, the significant role of religiosity to accelerate consumers’ pro-environmental behavioral process. Religiosity represents the moderating variable and was measured using five dimensions: ideological, ritualistic, intellectual, consequential and experimental. As the findings suggest that a person having some concern for the environment would have a stronger preference to participate in pro-environmental activities, if he/she is made more aware of his/her religious teachings about environmental protection. Moreover, this is a relatively new issue in Muslims societies, and it can improve their environment friendly behaviors. Besides, this paper also has some important implications for researchers, marketers/ managers, NGOs as well as government.
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Author Name: Afzaal Ali, Mehkar Sherwani & Adnan Ali
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Keywords: Pro-Environmental Behavior; Environmental Concerns; Religiosity; IIUI; Pakistan