Abstract
Purpose The study aims to investigate the effect of Islamic religiosity on green purchase intention. The environmental dimension of spiritual well-being (i.e. environmental well-being) was analyzed as a mediator and green skepticism as a moderator. Design/methodology/approach The millennial generation was considered for data collection, and their preference toward green food was investigated by using a questionnaire. The responses were analyzed by using AMOS. Findings The results highlighted that Islamic religiosity significantly effects the green food purchase intention of the millennial generation. This relation is positively mediated by the environmental dimension of spiritual well-being (i.e. environmental well-being). Moreover, the green skepticism weakens the relationship between Islamic religiosity and green purchase intention. Research limitations/implications The main emphasis of this research was on the millennial generation, and only their selection criteria for green food were considered. Moreover, the study has only considered the environmental dimension of spiritual well-being (i.e. environmental well-being) and ignored the other dimensions, including transcendental and personal/communal well-being. Therefore, future studies can focus on these dimensions while highlighting the purchase behavior toward other green or eco-friendly products. Practical implications The research has discussed the broader areas, and it can help marketers, religious scholars, farmers and managers to make efficient strategies for the millennial generation. The researchers focusing on green consumer behavior and sustainable issues can consider this study as a guideline for investigating the Muslim millennial generation's behavior. Originality/value The study is to investigate the effect Islamic religiosity on green purchase intention. It has focused on all sustainable aspects, including green well-being, green skepticism to analyze the green purchase intention of millennial generation.