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Reports on a study designed to explore the effects of religion and religiosity on perceived risk in purchase decisions. Asserts that religious values represent the most basic element of a consumer′s cognitive world, and can be meaningfully related to lifestyles. Concludes that religious individuals tend to perceive higher risks in their purchase decisions.

Studying the influence of the religious construct on consumer decision making is important owing to its stability over time and the observable nature of many of its elements. This research is, therefore, designed to explore the relationships between religiosity and consumer‐related marital roles in the process of automobile purchase decision making. Data were collected from Catholic and Jewish households residing in the North‐East region of the USA. Findings suggest that differential role behaviour varies according to religious influences. Results may imply that marketers should seek a niche within a given market. Marketing should not be seen as a quick‐fix solution for current problems, but rather entailing sensitivity in meeting the needs and wants of the consumers served. In developing marketing mix strategies, the importance of the decision maker′s religiousness must be considered. Specifically, enhanced knowledge of religious differences in consumption decision processes should have significant impact on the effectiveness of global marketing strategies.

Explores the socioeconomic and demographic characteristics of Asian and Hispanic credit card holders. Outlines a conceptualization of the relationships between alternative payment systems and various demographic and behavioural variables, which may serve as a preliminary theoretical framework for analyses of payment systems. Discusses the implications and their importance to marketers.

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.

The study aims to investigate the effect of Islamic religiosity on green purchase intention. The environmental dimension of spiritual well-being (i.e. environmental well-being) was analyzed as a mediator and green skepticism as a moderator.

The millennial generation was considered for data collection, and their preference toward green food was investigated by using a questionnaire. The responses were analyzed by using AMOS.

The results highlighted that Islamic religiosity significantly effects the green food purchase intention of the millennial generation. This relation is positively mediated by the environmental dimension of spiritual well-being (i.e. environmental well-being). Moreover, the green skepticism weakens the relationship between Islamic religiosity and green purchase intention.

The main emphasis of this research was on the millennial generation, and only their selection criteria for green food were considered. Moreover, the study has only considered the environmental dimension of spiritual well-being (i.e. environmental well-being) and ignored the other dimensions, including transcendental and personal/communal well-being. Therefore, future studies can focus on these dimensions while highlighting the purchase behavior toward other green or eco-friendly products.

The research has discussed the broader areas, and it can help marketers, religious scholars, farmers and managers to make efficient strategies for the millennial generation. The researchers focusing on green consumer behavior and sustainable issues can consider this study as a guideline for investigating the Muslim millennial generation’s behavior.

The study is to investigate the effect Islamic religiosity on green purchase intention. It has focused on all sustainable aspects, including green well-being, green skepticism to analyze the green purchase intention of millennial generation.