Religiosity, materialism, consumer environmental predisposition. Some insights on vegan purchasing intentions in Italy

This paper explores the effects of environmental predisposition on purchasing intentions. The proposed model considers religiosity as a determinant of consumer environmental predisposition, adopting a multidimensional view entailing both intrinsic and extrinsic religiosity. Further, the effects of materialism are investigated, as it has been recognized as one of the most relevant hampering factors in determining consumer environmental predispositions and behaviors. Such factors appear intimately related, as materialism has been indicated as largely antithetical with respect to religion. Literature has suggested religiosity to be a key determinant of consumer environmental predispositions and behaviors. This might be even more important for specific, environmentally relevant consumer lifestyles. This work is hence set within vegan consumption. Veganism has been mostly related to specific religious beliefs (like Buddhism), according to which it represents a core component of larger worldviews. A structural equation model is proposed, based on a sample of 842 Italian consumers. Results show that religiosity exerts some effect on consumer environmental predisposition, and that, in turn, such predisposition determines vegan purchasing intentions. A split model is then proposed considering Christian and Buddhist consumers. Results of multigroup analysis show that religious influxes on consumer environmental predispositions might vary according to different religious faiths. Given the lack of previous empirical research, results of this study require further validation; still, they might provide some insights for managers, as markets related to environmentally relevant products and services are exhibiting a sustained growth.