It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists is tested. The objective is to understand how product morality (versus that of the person using...

Prior research has examined value antecedents to sustainable consumption, including religious or cultural values. We bridge together these usually separated bodies of literature to provide an ethically-based examination of both religious and cultural values in one model to understand what drives...