Go Green Or Go God? Religiosity Reduces Pro-Environmental Behaviors

Contrary to the belief that religiosity promotes prosocial behavior, we show that religious individuals demonstrate less prosocial behavior in a domain that requires individuals’ behavioral change: pro-environmental behaviors. Consistent with the proposed underlying mechanism, these effects are mediated by sense of control (measured and manipulated) and moderated by types of God images.


Frank Cabano, Ahreum Maeng, and Sanjay Mishra (2015) ,"Go Green Or Go God? Religiosity Reduces Pro-Environmental Behaviors", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 471-475.


Frank Cabano, University of Kansas, USA
Ahreum Maeng, University of Kansas, USA
Sanjay Mishra, University of Kansas, USA


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More


Hindsight Value: Failed Transactions Inform Willingness to Pay

Masha Ksendzova, Boston University, USA
Carey K. Morewedge, Boston University, USA
Dan Ariely, Duke University, USA

Read More


I10. Can Body Size Influence the Judgments of Warmth and Competence?

Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.