Motivating sustainable behaviors: The role of religiosity in a cross‐cultural context

Abstract Interest in sustainability is increasing as a result of the stress placed by a growing global population on resources. Marketers are well positioned to understand the adoption of sustainable consumption. The influence of religiosity on sustainability has been studied although the findings are mixed. Our research aims to address that discrepancy and provide a better understanding of the role of religiosity in sustainable behaviors. Religiosity is influenced by cultural factors espoused by society at large. To gain insight into the relationship between religiosity and sustainability we utilized a mixed‐method approach to examine the dynamics of these relationships in three national contexts: The United States, Turkey, and Greece. We found that religiosity has a significant influence on sustainable behavior in cultures that are collectivist with a long‐term orientation. We also found that this effect is mediated by individuals' long‐term orientation. Our findings provide important theoretical contributions and help inform public policy.