| Abstract [eng] |
The dissertation investigates how consumers’ religiosity, spirituality and minimalism affect sustainable consumption behavioral intentions. Based on the belief compatibility theory, a model is developed in which consumer minimalism acts as a mediating mechanism between religiosity, spirituality and sustainable consumption behavioral intentions. The study is based on a post-positivist approach and PLS-SEM analysis (N=512). It has been confirmed that spirituality significantly increases consumer minimalism and has both a direct and indirect effect on sustainable consumption behavioral intentions. Consumer minimalism is also an independent, moderate predictor of sustainable consumption behavioral intentions. Religiosity does not promote consumer minimalism, its effect on sustainable consumption behavioral intentions is weak and only direct. The scientific novelty of the dissertation is an integrated model of religiosity, spirituality and consumer minimalism and an empirically based mediation of consumer minimalism. Practical implications – recommendations for policymakers, education, business and NGOs – value-based communication, integration of spirituality and consumer minimalism in educational and marketing decisions, promoting sustainable consumption. The dissertation complements research on consumer behavior and sustainability by showing that intrinsic values, in this case spirituality, promote sustainable consumption behavior intentions through consumer minimalism. |
