Religiosity, values and consumer behaviour: a study of young Indian Muslim consumers

Abstract

Purpose

This paper aims to examine the relationship between religiosity and consumer values, religiosity and consumer decision making styles (CDMS), and the mediating role of consumer values in the relationship between religiosity and CDMS among young Indian Muslim consumers.

Design/methodology/approach

Data were collected from 487 young Muslim consumers across three states of India through a survey using a structured questionnaire. The data were analysed by using the techniques of exploratory factor analysis and structural equation modelling.

Findings

Religiosity negatively influenced novelty-fashion consciousness and brand consciousness decision making styles. Religiosity was found to have a significant positive relationship with the “interests of collectivities (IOC)” values and a significant negative relationship with the “interests of individual (IOI)” values. The results indicate that both “IOI” values and “IOC” values mediated the relationship between religiosity and novelty-fashion consciousness and brand consciousness.

Originality/value

The results of the study provide vital insights regarding the relationship between religiosity, values and CDMS. It provides insights about the consumption behaviour of young Muslim consumers of India who have not been studied as a consumer group.

Citation

Islam, T. and Chandrasekaran, U. (2019), "Religiosity, values and consumer behaviour: a study of young Indian Muslim consumers", Journal of Consumer Marketing, Vol. 36 No. 7, pp. 948-961. https://doi.org/10.1108/JCM-10-2017-2415