Abstract

This study examines factors influencing pro-environmental practices for Ganesh idol immersion, a major Hindu religious celebration. The study explores whether environmental consciousness or spiritual beliefs and values are antecedents of pro-environment religious practices adopted for the Ganesh idol immersion. The survey used validated scales to assess spiritual beliefs, spiritual values, environmental consciousness and behaviour, and religious practices. Confirmatory factor analysis and Cronbach alpha ensured spiritual beliefs and values, environmental consciousness and behaviour, and the scale’s reliability and validity. The study has established a positive relationship between spiritual values, environmental consciousness and behaviour and pro-environmental religious practices. Spiritual belief inversely influences pro-environmental religious practices. The two-stage cluster analysis classifies respondents as environmental stewardship, pro-environmentalist, environment and religious neutral, extrinsic religiousness and intrinsic religiousness, aligning with established theory. Segmenting respondents into profiles provides insights to develop focused pro-environmental messaging that resonates across diverse audiences. These findings offer important practical implications for policymakers and environmental agencies seeking to balance religious traditions and ecological impact. Finally, the study advocates religious environmentalism to foster pro-environmental behaviour.