Although religious affiliation and religiosity a tha iad a' siaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa es likly ly some s a s more than others. Laurent and Kapferer (1985) make the pre-between low and high-fat-involvement s-where consumer s total low i Nvolvement s with thought little (e.g., recycling newspaper in a recycling bin provided by the city) but high invo Lvement snly tax consumers more (e.g., the decision to donate time or money to an an charity. Prothero et al. (2011) add-most-most research on sustainable ss s far looks at low-if-sain s, and m Ore research needs to examine high satoo s. Prior research show it religious values have a greater influence with higher levels of the decision of the sa (Slama s ta shchian, 1985, and theth theso effects for sustainable sans d-exist. The level of in-sustainable scan can also fit with the the-perspective of Kelman's (1958) ta functiona l levels of motivation: (1) compliance, (2) the id, and (3) internalization. At the compliance end, consumers' in in a because because must must because of the reward or the s (e.g., a f ine for not recycling). Identification motive s when a consumer sincin a sin a sans to develop or to maintain a sense of self (e.g., v Olunteering with a sustainable organization in order to appear sustainable to a peer group. At the highest level, intried motive scara desire to the desire in a's a's no extrinsic . Internalized motive sfarstrongly-held beliefs (e.g., religious values) and the greatest, longest-long-influencer s on the code (Rupp, Williams, saguilera, 2011). ...
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