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How religiosity influences consumption: The impact of consumer religiosity on perceptions of psychological and social risk
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Abstract of the thesis
Religion remains a significant influence in many people’s lives. It affects human behaviour in terms of the demarcation of thoughts, values, moral standards and attitudes. In the literature, religiosity has been shown to affect consumer decision making, ethical beliefs and judgments. However, due to the sensitivity of religion and problems related to theoretical conceptualisation and measurement, religiosity, as it relates to consumer behaviour, has been under-researched (Cleveland & Chang, 2009; Swimberghe, Flurry, & Parker, 2011). This means that there is still a need to develop a more robust theoretical understanding of how individual religiosity impacts consumer behaviour (Vitell, 2009). This thesis contributes to that knowledge by helping to explain the influence of religiosity on consumers’ perception of risk.
How religiosity influences consumption: The impact of consumer religiosity on perceptions of psychological and social risk
Perceived risk is a critical factor in the adoption of new products. In religious societies, newly introduced products may undergo further scrutiny if the offering contains any religiously questionable attributes that may be perceived as potential threats to the religious order. Religious scholars often take positions for or against new products citing religious values and norms. The rulings of these religious scholars often influence the process of adoption of these new products. Nevertheless, with the passage of time, the power of these rulings tends to diminish as the product grows in popularity and is accepted by others.
Literature examining the relationship between marketing and intrinsic and extrinsic religiosity has confirmed the impact of religiosity on consumer risk perception by focusing on perceived performance risk. This thesis examines the effect of religiosity on perceived psychological and social risk in a consumption setting. Based on insights from Hunt-Vitell’s general theory of marketing ethics, this thesis conducted two studies using fictional scenarios to address three research questions. Consumer religiosity was conceptualised using the concept of religious motivation (intrinsic religiosity, social extrinsic religiosity and personal extrinsic religiosity). The results confirm that religiosity significantly impacts perceived psychological and social risk.
Specifically, Study One examined the direct relationships between each of the religious motivation dimensions and perceived psychological and social risk (RQ1). Through a survey design method, Muslim participants (n = 947) from Saudi Arabia, Australia, Canada, New Zealand, the United Kingdom or the United States answered questions measuring their level of religiosity. They were then presented with a fictional scenario about a new product containing a religiously questionable attribute. This was followed by questions measuring their risk perceptions. After that, subjects received another scenario with a different product from a different category to control for any impact of product preference. Scenarios were randomised to control for order effects.
A path analysis using structural equation modelling (SEM) was performed to examine the relationships between constructs in Study One. Results confirmed the positive relationship between intrinsic religiosity and both psychological and social risk perception. However, the impact of intrinsic religiosity on perceived psychological risk was stronger than its impact on perceived social risk. Social extrinsic religiosity was negatively associated with perceived psychological risk whereas it was positively associated with perceived social risk. Personal extrinsic religiosity had no relationship with either perceived psychological or social risk.
Study Two built on this foundation by introducing a measure of behaviour to better understand the impact of religiosity. The concept of moral potency was introduced to explain the gap between knowing and doing, and this construct was proposed as a moderator of the relationship between consumer religiosity and consumer risk perception. Study Two also considered the impact of warnings from religious scholars. Study Two examined the role of moral potency in moderating the impact of consumer religiosity on perceived psychological and social risk (RQ2). It also investigated the power of religious scholars’ opinions informing risk perceptions (RQ3). It used a post-test only, 2 x 2 experimental design and collected data from Muslim consumers (n = 2860) living in Saudi Arabia, Australia, Canada, New Zealand, the United Kingdom or the United States. All participants began by answering questions measuring religiosity and moral potency. After that, each participant was assigned randomly to one of the four experimental conditions in the 2 x 2 factorial design. The factors in the scenario were product popularity (Popular, Unpopular) and presence of warning (Warning, No warning). Study Two used the same fictional products that were used in Study One.
Multi-group moderation analysis through SEM and ANOVA were the main analytical tools utilised in Study Two. Results reinforced the existence of a direct impact of intrinsic religiosity and social extrinsic religiosity on perceived psychological and social risk. However, in contrast to Study One, a significant relationship between personal extrinsic religiosity and perceived risk was also confirmed. In addition, findings confirmed that moral potency strengthens the relationship between intrinsic religiosity and psychological risk perception. No moderation effect was found regarding the relationships between extrinsic religiosity and risk perception.
The impact of intrinsic religiosity on the perceived psychological risk is strongest for unpopular products that are warned against by religious scholars. The impact of social extrinsic religiosity on perceived social risk is also strong when the product is unpopular and is warned against by these religious scholars. Popular products which have not been the subject of warnings had the weakest relationship between religiosity and risk perception, but the relationship was still significant.
This thesis contributes to marketing theory and practice. In theoretical terms, it extends the literature on consumer religiosity, consumer risk perception and moral potency. It also provides an empirically tested model describing impacts of consumer religiosity on perceived psychological and social risk. Further, it confirms that the relationship between intrinsic religiosity and psychological risk perception is moderated by moral potency. This thesis is one of the first studies to apply the concept of moral potency in a consumer context. It is also one of the few studies describing the role of religious scholars (religious leaders in the community) in the process of consumer behaviour. Practically, this research suggests that even in this era of globalisation, religion should still be considered as an important factor when introducing a new product. A better understanding of religious beliefs within a target market along with the influential role of religious scholars can help marketers identify and address potential issues before they become problems and potentially stunt product adoption. The thesis provides some practical suggestions to help businesses in how to deal with such issues.
Researcher of the Thesis
- Thamer Ahmad Baazeem
Avail Thesis [sociallocker id=64051]
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