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A meta-analytical study on the role of religiosity on purchase intention in the theory of planned behavior

Jaspreet Kaur (Department of Management, Vivekanand Institute of Professional Studies, New Delhi, India)
Neha Bhardwaj (Department of Marketing and Strategy, Indian Institute of Management, Rohtak, India)
Reynal Fernandes (Department of Commerce, Darshan College, Bangalore, India)
Vidya Vidya (Department of Commerce, Sri HDD GFGC Paduvalahippe, Karnataka, India)
Nafees Akhter Farooqui (Department of Computer Science, Era University, Lucknow, India)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 13 December 2022




Religion plays a crucial role as a sociocultural factor to assess consumer behavior. Stemming from the above, this study aims to analyze the impact of religion and ethnic concern on the purchase intention (PI) of consumers based on the theory of planned behavior.


The research method adopted for this study includes a meta-analysis of the extant literature for the past 20 years focusing on the relationship between religiosity and PI. Data of 24 values from 23 studies were used to assess the impact of religiosity on the PI of consumers.


The findings of this study indicate that religiosity has a strong impact on the PI of consumers. Further, this study identifies that location, sample size and product category play a vital role as moderators toward the relationship between religiosity and PI. This study identifies critical and pertinent implications for brands as they reach out to religious and cultural groups across various geographies, in the context of identifying target markets and adapting marketing strategies.


This study acts in response to the consistent call for research to focus on religion-related variables and fills the gap calling for empirical research into religiosity and its impact on PIs. This study makes notable theoretical, managerial and methodological contributions to the field.



The authors of this study are grateful to the reviewers for their feedback and time. The positive and constructive feedback of the reviewers help in shaping the paper.


Kaur, J., Bhardwaj, N., Fernandes, R., Vidya, V. and Farooqui, N.A. (2022), "A meta-analytical study on the role of religiosity on purchase intention in the theory of planned behavior", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



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