Confessions of a Green Consumer: Exploring Religiosity, Virtue Signaling, and Sustainable Choices

This study explores how intrinsic and extrinsic religiosity influence green purchase intentions, with conspicuous virtue signaling (CVS) as a mediator. Surveying 206 young Ghanaians, the findings show intrinsic religiosity directly boosts eco-friendly buying, while extrinsic religiosity enhances green behavior indirectly via increased CVS. Both religiosity types unexpectedly raise self- and other-oriented virtue signaling, which in turn impact green choices; revealing that even socially motivated religious individuals can support sustainability. These results suggest green marketing can successfully appeal to both moral convictions and social recognition, offering a new perspective on how faith-based and status-driven motivations together shape environmentally responsible consumption.