Lived Islam and Environmental Ethics: Faith, Norm Formation, and Sustainable Consumption

Religion can shape sustainable consumption not only through general moral values but also through sacred obligations. This qualitative study examines how Islamic religiosity informs pro‐environmental consumption among Chinese Muslims and how this relationship extends the Value‐Belief‐Norm (VBN) framework. Drawing on semi‐structured interviews with 49 practicing Muslims across selected Chinese cities, the study identifies three interrelated themes: Halal Products, Religious Obligation, and Social Responsibility. The findings demonstrate that participants often interpret environmentally responsible consumption through Islamic ideas of purity, stewardship, non‐harm, moderation, and justice. These religious values shape environmental beliefs about responsibility and activate personal norms that frame sustainable consumption as a moral and religious duty rather than merely a discretionary consumer choice. The study contributes by conceptualizing Islamic religiosity as a boundary condition that gives sacred meaning and moral accountability to the VBN pathway in a minority, non‐Islamic context. It also offers implications for faith‐sensitive sustainability policy, halal‐green certification, ethical marketing, and community‐based environmental education.