The role of political conservatism and religion in shaping attitudes toward environmental consumption in the US is examined. Previous research suggests that while there is a mixed relationship between religiosity (measured in various ways) and environmentalism, political conservatives are unlikely to support pro-environment measures. Using nationally representative survey data, mixed results are found regarding the relationship of religiosity and environmental consumption: religious attendance and religious identity are positively related to environmental consumption, while belief in an involved God and biblical literalism are negatively related. Increased levels of religiosity, however, mute the otherwise strong negative effect of political conservatism. This suggests, surprisingly, that Green marketers and activists are likely to face less conservative resistance to environmental consumption among religious Americans.
