Although prior research has explored religion, sustainable consumption, and subjective well‐being as isolated constructs, research has yet to explore the relations among these constructs. With religion as an enduring, wide‐reaching consumer value system, this research investigates how religious values inform attitudes toward and behaviors associated with sustainable consumption as well as resulting perceptions of subjective well‐being. Results from a survey conducted using a representative online panel revealed that religiosity has a positive influence on sustainable consumption practices, as well as showed that such sustainability positively influences consumer subjective well‐being.

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Sports, the arts, and events are products in their own right, and when sponsored, they become marketing and communication platforms. The current research examines the role of event emotions on sponsor recall and intent to attend the event in the future. An important theoretical argument is that feeling to be part of an in-group, measured as in-group entitativity, moderates the relationship between emotions and outcomes of memory and intentions. To test our theoretical model, we surveyed attendees at a multiday international track and field event. A total of 282 individuals were surveyed, and 232 of these attendees qualified as audience members and were included in the analysis. Moderated regression analyses revealed that excitement, joy, boredom, and overall tone of the group atmosphere impact event outcomes for the sport and the sponsor, and furthermore, that in-group entitativity can function as an important moderator. Contributions to theory and practice are discussed.