Behavioural heterogeneity in sustainable consumption and the role of religious values among young Muslim consumers

To realise Sustainable Development Goal 12 the behavioural drivers to sustainability consumption are to be further understood in terms of the value-driven societies. Whilst; the young consumers have been generally accepted as environmentally minded; the favouritism ignores that there could be heterogeneity in their behaviour across the group. Based on the Value-Belief- Norm framework this paper studies the influence of religious values on the sustainable consumption behaviour among young Muslim customers. The survey data of 421 university students in Brunei Darussalam underwent both hierarchical and K-means categories cluster analysis to find the different sustainability behaviour profiles. Four profiles were created that indicated the possibility of different levels of environmental awareness, motivation and involvement in sustainable consumption. The next analyses show that there is a high variation between profiles on religious value and the green purchase intention. Moderation analysis also indicates the membership of behavioural profile enhances the association between the value of religious and green purchase intention by more than 7.9 and 20.5 respectively. The results indicate that religious values are more efficient under bringing sustainable consumption through the assistance of some supplementary conditions of behaviour like environmental awareness and concerns. This paper is valuable to research into sustainability because it focuses on the value-based and context-sensitive methodology as the way to develop specific intervention to promote responsible consumption.