Eco‐Theology, Marketing Values, and Sustainable Consumption

ABSTRACT This study develops an interdisciplinary framework that brings green marketing research into dialogue with contemporary Lutheran eco‐theology in order to examine sustainable consumption among Christian households in İzmir, Türkiye. Although sustainability marketing has shown that pro‐environmental purchasing is shaped by consumer values, trust, corporate responsibility, and perceptions of shared social benefit, much of this literature still explains consumption through secular and highly individual models of choice. These approaches leave limited room for the moral commitments that shape everyday economic life. In response, this article argues that sustainable consumption can be better understood when interpreted through an eco‐theological framework centered on vocation, neighbor‐love, humility, justice, and responsibility within creation. Using the Sustainability Consumer–Industry–Response Framework as a starting point, the study adapts these concepts to a qualitative analysis of 20 Christian households in İzmir. Within this framework, environmental values are interpreted as vocational responsibility, corporate traceability as moral accountability, communal consumption as neighbor‐directed responsibility, and willingness to pay more for sustainable goods as materially embodied sacrifice shaped by frugality and care for creation. The findings show that sustainable consumption takes shape as a morally meaningful practice grounded in household life, communal expectation, and faith‐informed understandings of obligation. The resulting Spiritual Framework for Sustainable Consumption suggests that markets can function as spaces where ecological commitment, moral discipline, and communal responsibility are enacted in ordinary life.