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Religiousness and digital piracy among young consumers in an emerging market

Denni Arli (Department of Marketing, Griffith University , Nathan, Australia)
Krzysztof Kubacki (Department of Social Marketing, Griffith University , Brisbane, Australia)
Fandy Tjiptono (Department of Marketing, Monash University Malaysia , Bandar Sunway, Malaysia)
Sebastian Morenodiez (Department of Marketing, Griffith University , Brisbane, Australia)

Young Consumers

ISSN: 1747-3616

Article publication date: 18 April 2017

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Abstract

Purpose

Online digital piracy continues to rise globally. The issue is worsening among young people especially in the context of emerging markets due to lack of laws and regulations. Interestingly, emerging markets are also home to some of the highest religious followers. The purpose of this paper is to investigate the impact of young consumer’s religiousness on their attitude and intention towards digital piracy which should negate their tendency to pirate.

Design/methodology/approach

Data were collected from Indonesia (N = 715) by means of questionnaires distributed to business students at two major (one public and one private) Indonesian universities. The sample consists of 289 (40.4 per cent) males and 426 females (59.6 per cent). The student sample contained a majority of people who were aged 18 to 24 years (94.1 per cent).

Findings

The current study shows that intrinsic religiousness is a strong predictor of attitude towards digital piracy, intention to commit digital piracy, perceived benefits of digital piracy, perceived likelihood of punishment and fear of legal consequences. Extrinsic (social) religiousness was found to have a negative impact on perceived likelihood of punishment and fear of legal consequences. The results of this study will have several important implications for managers and especially religious leaders on how to combat digital piracy.

Originality/value

This is one of the first few studies exploring the impact of religiosity among young consumers in Indonesia.

Keywords

Citation

Arli, D., Kubacki, K., Tjiptono, F. and Morenodiez, S. (2017), "Religiousness and digital piracy among young consumers in an emerging market", Young Consumers, Vol. 18 No. 1, pp. 40-53. https://doi.org/10.1108/YC-08-2016-00627

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited