Impact of Religiosity on Consumers’ Purchase Behavior: The Moderating Role of Perceived Social and Psychological Risks
Keywords:
Religiosity, consumer purchase behaviour, social risk, psychological riskAbstract
Studies indicate that religion is a significant cultural factor and it does yield huge influence on the purchase decision of consumers. Based on that, this research was developed to assess the influence of religiosity on consumers’ behaviour and the moderating roles of social and psychological risks on such influence. The findings, based on a one sample t-Test show that at religiosity has positive significant influence consumers’ purchase decisions, recommendation and perception about a product. However, this influence is moderated by perceived social and psychological risks. The implication is that marketers need to pay close attention to the religiosity of their market as such can have direct influence on overall performance of a product in a given market. The limitation of this study is in terms of the scope, with recommendation being that further research should be conducted with higher response size to validate the findings from this present study.
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