Effect of Islamic values on green purchasing behavior

Purpose This study aims to conduct an experimental investigation into the effectiveness of using Islamic values and environmental knowledge in advertising for plant disposable containers on the level of willingness to purchase such products for religious ceremonies and rituals among Muslim consumers in Iran. Design/methodology/approach A sample of 270 individuals participating in one of the religious assemblies in the city of Shiraz in Iran was classified into three groups (a control and two experimental groups). A pretest was administered for each group; then both experimental groups received brochures whose contents were associated with environmental and religious messages about environmental protection. After four days, a post-test was similarly conducted for each group. The data were collected through a questionnaire and analyzed using one-way analysis of variance. Findings The results revealed that the use of religious and environmental messages in advertising for plant disposable containers could boost the willingness to purchase such containers for religious ceremonies and rituals; however, the effectiveness of using religious messages was stronger compared to that of the environmental ones. Research limitations implications Given that the present study was conducted based on an experimental research design in a real context, there was the possibility of the presence of other variables outside the control of the study design and affecting its results. Practical implications Increased awareness regarding the harmful environmental impacts of plastic containers and emphasis on religious duties to protect the environment can affect targeting a sector of the Muslim community endowed with strong religious beliefs. Originality/value This study confirmed that consumer values and beliefs could have effects on their purchase and consumption behaviors.