Motivators of sustainable responsible consumption behaviour: a sequential mediation

Purpose This study aims to identify the motivators of sustainable responsible consumption behaviour. Additionally, two sequential mediation paths were examined to consciously manage irresponsible consumption behaviour. Design/methodology/approach Data were collected from 442 domestic electricity consumers using a time-lagged survey. The two-stage analytical path analysis process of structural equation modelling was used in SMART-PLS 4.0 for data analysis. Findings Religious sermons significantly impact awareness of wasteful consumption. This awareness remains more effective in triggering afterlife religious beliefs than wastophobia. Activated afterlife religious beliefs have established a more potent sequential mediation path from religious sermons to sustainable responsible consumption behaviour rather than mere awareness. Research limitations/implications This research focused on a Muslim-majority country, suggesting that comparative studies across various cultures and religions could enhance the reliability and generalisability of findings. Practical implications This study recommends that energy organisations, policymakers and marketers prioritise raising awareness of wasteful consumption practices over merely focusing on energy awareness. In Muslim communities, religious sermons can profoundly influence irresponsible consumption behaviour. This approach advocates integrating afterlife religious beliefs to instigate “wastophobia” in consumer behaviour, bolstering sustainable and responsible consumption practices and ensuring a more impactful approach to energy conservation. Originality/value This study contributes to the psychoanalysis theory, consumer behaviour and waste management literature by suggesting that knowledge alone cannot change irresponsible consumer behaviour. Genuine transformation requires activating an individual’s concerns regarding the enduring consequences (afterlife repercussions) of wastefulness. It offers a new perspective on sustainable consumption in the context of wastefulness and introduces a pragmatic facet elucidating how consumers can harness this awareness to manage wastophobia amid escalating afterlife religious repercussions. This study expands the theoretical horizon and provides actionable insights into promoting sustainable responsible consumption behaviour.