Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 57, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2020.102196
Keywords
Sustainability; Green concern; Consumer social responsibility; Mortality salience; Self-esteem
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Applying Terror Management Theory, this research attempts to investigate how the terror of death perception affects consumers' sustainability attitudes under the contingent condition of religiosity. This field study was conducted in Malang, Indonesia. The findings disclose that both mortality salience and self-esteem increase materialism. Materialism is found to intensify consumers' sustainability attitudes of green concern and consumer social responsibility (CnSR). It is also found that religiosity strengthens the effect of mortality salience on materialism and that of materialism on CnSR. Contrarily, religiosity weakens the effects of materialism on green concern. However, there is no statistical support for the moderating effect of religiosity on the linkage between self-esteem and materialism.
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