What is it about?
This study examines the role of individual epic preference (Ramayana vs. Mahabharata) in shaping pro-environmental behaviour among Hindu religious respondents with underlying mechanism for such preference in a materialistic world.
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Why is it important?
Religion shapes the human belief system significantly. Identification of epics linked with a religion having positive impact on pro-environmental behaviour and popularizing such epics through religious teaching can significantly mitigate concern for environmental sustainability.
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This page is a summary of: How Can Religion Shape Pro‐Environmental Behavior in a Materialistic World? Contrasting Idealism With Realism Religious Epics, Journal of Consumer Behaviour, February 2025, Wiley,
DOI: 10.1002/cb.2464.
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