How Can Religion Shape Pro-Environmental Behavior in a Materialistic World? Contrasting Idealism With Realism Religious Epics

Despite extensive research on the influence of religion on pro-environmental behavior, little attention has been paid to the role of religious epics-that is, narratives that embody the core beliefs and moral values of religious traditions-as a mechanism for promoting such behavior. Using Hinduism as a case, this research seeks to bridge this gap by contrasting the orientations of idealism in the Ramayana with realism in the Mahabharata, offering a better understanding of how these distinct orientations in religious epics can shape pro-environmental behavior. Utilizing belief congruence theory as a theoretical framework, this four-study research examines altruism as a mediator and materialism as a moderator in understanding the role of religious epics in shaping pro-environmental behavior. The findings suggest that the idealistic orientation of the Ramayana fosters stronger pro-environmental behavior through heightened altruistic values, whereas the realistic orientation of the Mahabharata shows a less pronounced effect, which is further attenuated by materialism. These insights not only contribute to the theoretical discourse on consumer behavior, ethics, religion, and sustainability, but also offer practical implications for leveraging religious epics in fostering pro-environmental behavior in a materialistic world.