Abstract BACKGROUND This study investigates the relationship between spirituality and sustainable eating behaviours, addressing a gap in the Italian literature. Although food sustainability is often examined through economic, environmental or health‐related lenses, recent research has highlighted the growing importance of ethical and spiritual values in shaping consumer choices. Spirituality, understood as a personal connection with nature, a sense of duty and inner balance, can motivate individuals to adopt more environmentally conscious dietary habits. Based on a modified Norm Activation Model and incorporating spiritual constructs, the research examines if (and how) spirituality aspects affect sustainable consumer behaviours. An online survey was administered to individuals responsible for household grocery decisions, using validated psychometric scales to assess environmental attitudes, ecological identity, spirituality and eating behaviours. Data were analysed through confirmatory factor analysis and hierarchical multiple regression. RESULTS The findings demonstrate that spiritual dimensions, especially duty orientation and equanimity, positively affect personal norms, which significantly predict sustainable eating behaviours. Additionally, awareness of environmental consequences and a sense of personal responsibility emerged as key mediators. CONCLUSION The findings suggest that spirituality can serve as a powerful motivational driver for sustainability, supporting more ethical, mindful and low‐impact food choices. Educational and policy interventions that recognize and engage with spiritual values may enhance their effectiveness in promoting sustainable food systems. © 2026 Society of Chemical Industry.
Palmieri et al. (Sun,) studied this question.