Spirituality, consumer ethics, and sustainability: the mediating role of moral identity

Purpose - The purpose of this study is to examine the mediating role of moral identity on the relations between the independent variable of spirituality and the original consumer ethics scale (OCES) and attitudes towards doing good and recycling practices of the consumer. Design/methodology/approach - To test the various hypotheses of the model, the methodology used is that of partial least squares (PLS) path-modelling, which is a variance-based structural equation modelling (SEM). Findings - This research reveals a full mediation of the construct of moral identity in the relationship between spirituality and doing good/recycling practices, and the rejection of those who do not perform these practices that are responsible from the point of view of sustainability. In addition, the existence is shown of a partial mediation of the construct of moral identity in the relationship between spirituality and consumer ethics scale (CES). Practical implications - It is demonstrated that the main effect on the attitude of consumers towards the consumption of products and services of companies whose behaviour is responsible towards sustainability is mainly motivated by having a high standard of ethical and moral values and such strong beliefs, such as those of honesty, kindness, generosity and compassion. The main implication of this investigation is that the authors' results suggest that the identification of these types of consumers would constitute an effective marketing strategy and an important variable of segmentation. Originality value - This research is unique in two ways. First, this study proposes a model that provides a solution to the research problems caused by the incorporation of a fifth dimension into the OCES. Second, this paper is the first to investigate the role played by the moral identity as a mediator between the relationship of spirituality and attitudes towards unethical behaviour and doing good/recycling practices.