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Effect of religiosity on ecologically conscious consumption behaviour

Tajamul Islam (Department of Management Studies, School of Management, Pondicherry University, Pondicherry, India)
Uma Chandrasekaran (Department of Management Studies, School of Management, Pondicherry University, Pondicherry, India)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 14 November 2016




This study aims to explore whether religiosity influences ecologically conscious consumption behaviour (ECCB) among Muslim consumers in India.


A structured questionnaire was developed and administered to a sample of 191 young male Muslim respondents. One-way analysis of variance (ANOVA) and post hoc tests were used to test the proposed hypotheses.


The results indicated a significant positive correlation between religiosity and ECCB. Pro-religious and intrinsically religious consumers reported higher importance to ECCB than non-religious and extrinsically religious consumers. It is, therefore, concluded that religiosity plays an important role in determining ECCB among Muslim consumers in India.

Research limitations/implications

The study sample comprised Indian university students as respondents, whose consumption behaviours may be constrained by limited independent income. Further, only male students have been included because of methodological considerations.

Practical implications

This study suggests that green marketers can use religiosity as a possible segmentation variable to effectively position their products. Religious messages or symbols can be invoked in advertising and other communication campaigns by marketers to gain acceptance for green products and consumption behaviours among consumers.


Few studies have examined the role of religiosity and its impact on consumer behaviour. The present study sought to address this gap in literature and offers preliminary insights about how marketers can effectively use religious symbols for marketing green products to consumers. The study is an initial attempt to provide elementary understanding about the consumption behaviour of Indian Muslims who have been insufficiently investigated by marketing and consumer researchers.



Islam, T. and Chandrasekaran, U. (2016), "Effect of religiosity on ecologically conscious consumption behaviour", Journal of Islamic Marketing, Vol. 7 No. 4, pp. 495-507.



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Copyright © 2016, Emerald Group Publishing Limited

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