This paper examines how individual religiosity and denominational affiliation shape sustainable consumption behavior, value internalization, and everyday economic choices. It develops a comparative framework across three dimensions of religiosity measured by the Duke University Religion Index: Organizational Religious Activity, Non-Organizational Religious Activity, and Intrinsic Religiosity. Drawing on comparative religion and consumer psychology literature, this paper argues that religion functions not merely as a private belief system but as a value-forming mechanism through which individuals pursue stewardship, moderation, and justice-oriented ends. A pilot study of Christian undergraduates at the University of Texas at Austin, spanning Catholic, Protestant, and Orthodox denominations, illustrates how these dimensions navigate trade-offs between public practice, private devotion, and internalized conviction. We conclude that religiosity is not a monolithic or neutral demographic category but operates through distinct behavioral and cognitive pathways, offering a diagnostic lens for understanding how belief translates into sustainable consumer behavior.
