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Using broad definitions of sustainable and non-sustainable consumer behavior, identifying key elements of these types of consumer behavior and differentiating between spirituality and religiosity, the purpose of this study is to develop and test a research model.

A systematic literature review was conducted to identify elements of the research constructs. Literature on sustainable business practices was particularly important. Once elements were identified, measures used in previous consumer behavior research were used to collect data from 116 undergraduate students enrolled in marketing and management classes at a major university located in the southwestern USA.

Results indicate that the level of a consumer’s spirituality affects both sustainable and non-sustainable consumer behavior. In addition, the model predicts that the level of a consumer’s religiosity has no impact on non-sustainable consumer behavior, and this prediction is verified by the study results.

As it is important for businesses to conduct sustainable business practices, it may also be beneficial to consumers to practice sustainable behavior. A significant predictor of this sustainable consumer behavior is spirituality, and it is important to distinguish spirituality from religiosity.

Sustainable consumer behavior is more thoroughly described. Also, religiosity and spirituality are delineated. Finally, for the first time, the separate and distinct impact of religiosity and spirituality on sustainable and non-sustainable consumer behavior is assessed.