Relevancy and Measurement of Religiosity in Consumer Behavior Research

Although culture and subcultural norms have been subjected to increased scrutiny in recent years as explanatory constructs for various dimensions of consumer behavior, religion as an element of culture has received only slight attention in the marketing literature. This study seeks to examine the influence of religiosity on one aspect of consumer behavior - shopping orientation. The findings revealed that three shopping orientation factors, namely quality consciousness, impulsive shopping and price consciousness were related to religiosity. It is suggested that religiosity should be included as a possible determinant of shopping orientations in consumer behavior models.