Religious influences in unrestrained consumer behaviour

• Published in: Journal of retailing and consumer services 2021-01, Vol.58, p.102262, Article 102262
• Main Authors: Singh, Jaskaran, Singh, Gurbir, Kumar, Satinder, Mathur, Ajeet N.
• Format: Article
• Language: English
• Subjects: Compulsive buying; Extrinsic religiosity; Impulsive buying; Intrinsic religiosity; Long-term orientation; Susceptibility to interpersonal influence
• ISSN: 0969-6989; 1873-1384
• DOI: 10.1016/j.jretconser.2020.102262

Religion is known for transforming human behaviour in many ways. This research investigates the influence of religiosity on two unrestrained buying constructs; impulsive and compulsive buying. The focus of this paper is on both intrinsic and extrinsic dimensions of religiosity. The first study provides important insights into the differential impact of these two dimensions of religiosity on unrestrained buying constructs. The second study explores the underlying mechanism of the relationship between extrinsic religiosity and unrestrained buying behaviours. Results show a negative relationship of intrinsic religiosity and a positive relationship of extrinsic relationship with unrestrained buying constructs. We also found that this relationship for extrinsic religiosity is mediated by susceptibility to interpersonal influence and moderated by long-term orientation. This research explains the differential impact of religion on unrestrained buying behaviour. [Display omitted] •Understanding the influence of religious motivation on unrestrained buying (impulsive and compulsive).•Intrinsic religiosity discourages while extrinsic religiosity enhances consumer indulgence in unrestrained buying.•The effect of extrinsic religiosity on unrestrained buying is mediated by consumer susceptibility to interpersonal influence.•Long term orientation further strengthened the positive relationship between extrinsic religiosity and unrestrained buying.