The Impact of Green Religiosity on The Green Product Switching Behavior in Pakistan: The Role of Green Personal Values and Green Altruism.

Prior studies have fallen short when examining the impact of religiosity on consumer values toward environmental preservation and green product switching behavior in religion-dominating countries. Moreover, green altruism has also received inadequate attention, and its role in causing green product switching behaviors remains unexplored. To address this gap, we introduce two novel constructs: green religiosity and green altruism. We examined their impact on consumers' values and switching behaviors regarding green products while using the value-belief theoretical underpinnings to posit our hypothesis. A survey approach is employed in the Electronics industry in Pakistan to validate our assertions. A total of 623 respondents' data were analyzed using structural equation modeling. The findings reveal that green religiosity positively impacts personal values and switching behavior in green products. In addition, green values partially mediate the relationship between green religiosity and green product switching behavior. Green altruism strengthens the relationship between personal values and product switching behavior as a moderator. Collective findings suggest that religion can play a crucial role in reshaping consumers' attitudes toward environmentally friendly products and influence their values regarding the preservation of the environment.