I believe therefore I care

<jats:sec> <jats:title content-type="abstract-heading">Purpose</jats:title> <jats:p> – The purpose of this paper is to investigate the impact of intrinsic religious orientation (IRO) on environmental attitudes (EA) and green product purchases (GPP) in Mexico. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Design/methodology/approach</jats:title> <jats:p> – The study uses structural equation modeling to analyze the survey results of 242 consumers from Northern Mexico. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Findings</jats:title> <jats:p> – The results of the study show a significant influence of EA on purchasing green products. In addition, the findings suggest that consumers with higher levels of IRO have a higher propensity to buy environmentally-friendly products, but do not show more favorable attitudes toward the environment than less-religious consumers. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Research limitations/implications</jats:title> <jats:p> – The study relies on a convenience sample from Northern Mexico. Further, the study relies on self-reported measures of green product purchase (GPP) and future research should incorporate real purchases of green products in addition to self-reported measures. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Practical implications</jats:title> <jats:p> – The findings of the study imply that marketers and policy makers striving to increase the purchasing of green products should try to induce positive attitude changes concerning the protection of the natural environment and the effectiveness of buying green products. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Social implications</jats:title> <jats:p> – Since religiosity in Mexico influences the purchasing of green products positively, policy makers may reflect on what parts of current Catholic social norms could be leveraged to promote green behaviors among the general Mexican population. Social institutions and change agents, such as the Church and its representatives, may be central to achieving behavioral compliance to environmentally-friendly doctrines. </jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-heading">Originality/value</jats:title> <jats:p> – Investigating the factors that influence consumers’ environmentally-friendly attitudes and behaviors in emerging economies is imperative for attenuating the negative environmental consequences of economic growth and consumption.</jats:p> </jats:sec>