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Effect of religiosity on ecologically conscious consumption behaviour

Effect of religiosity on ecologically conscious consumption behaviour <jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This study aims to explore whether religiosity influences ecologically conscious consumption behaviour (ECCB) among Muslim consumers in India.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>A structured questionnaire was developed and administered to a sample of 191 young male Muslim respondents. One-way analysis of variance (ANOVA) and <jats:italic>post hoc</jats:italic> tests were used to test the proposed hypotheses.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The results indicated a significant positive correlation between religiosity and ECCB. Pro-religious and intrinsically religious consumers reported higher importance to ECCB than non-religious and extrinsically religious consumers. It is, therefore, concluded that religiosity plays an important role in determining ECCB among Muslim consumers in India.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>The study sample comprised Indian university students as respondents, whose consumption behaviours may be constrained by limited independent income. Further, only male students have been included because of methodological considerations.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>This study suggests that green marketers can use religiosity as a possible segmentation variable to effectively position their products. Religious messages or symbols can be invoked in advertising and other communication campaigns by marketers to gain acceptance for green products and consumption behaviours among consumers.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>Few studies have examined the role of religiosity and its impact on consumer behaviour. The present study sought to address this gap in literature and offers preliminary insights about how marketers can effectively use religious symbols for marketing green products to consumers. The study is an initial attempt to provide elementary understanding about the consumption behaviour of Indian Muslims who have been insufficiently investigated by marketing and consumer researchers.</jats:p> </jats:sec> http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing CrossRef

Effect of religiosity on ecologically conscious consumption behaviour

Journal of Islamic Marketing , Volume 7 (4): 495-507 – Nov 14, 2016

Effect of religiosity on ecologically conscious consumption behaviour


Abstract

<jats:sec>
<jats:title content-type="abstract-subheading">Purpose</jats:title>
<jats:p>This study aims to explore whether religiosity influences ecologically conscious consumption behaviour (ECCB) among Muslim consumers in India.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title>
<jats:p>A structured questionnaire was developed and administered to a sample of 191 young male Muslim respondents. One-way analysis of variance (ANOVA) and <jats:italic>post hoc</jats:italic> tests were used to test the proposed hypotheses.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Findings</jats:title>
<jats:p>The results indicated a significant positive correlation between religiosity and ECCB. Pro-religious and intrinsically religious consumers reported higher importance to ECCB than non-religious and extrinsically religious consumers. It is, therefore, concluded that religiosity plays an important role in determining ECCB among Muslim consumers in India.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Research limitations/implications</jats:title>
<jats:p>The study sample comprised Indian university students as respondents, whose consumption behaviours may be constrained by limited independent income. Further, only male students have been included because of methodological considerations.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Practical implications</jats:title>
<jats:p>This study suggests that green marketers can use religiosity as a possible segmentation variable to effectively position their products. Religious messages or symbols can be invoked in advertising and other communication campaigns by marketers to gain acceptance for green products and consumption behaviours among consumers.</jats:p>
</jats:sec>
<jats:sec>
<jats:title content-type="abstract-subheading">Originality/value</jats:title>
<jats:p>Few studies have examined the role of religiosity and its impact on consumer behaviour. The present study sought to address this gap in literature and offers preliminary insights about how marketers can effectively use religious symbols for marketing green products to consumers. The study is an initial attempt to provide elementary understanding about the consumption behaviour of Indian Muslims who have been insufficiently investigated by marketing and consumer researchers.</jats:p>
</jats:sec>

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References (75)

Publisher
CrossRef
ISSN
1759-0833
DOI
10.1108/jima-01-2015-0006
Publisher site
See Article on Publisher Site

Abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This study aims to explore whether religiosity influences ecologically conscious consumption behaviour (ECCB) among Muslim consumers in India.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>A structured questionnaire was developed and administered to a sample of 191 young male Muslim respondents. One-way analysis of variance (ANOVA) and <jats:italic>post hoc</jats:italic> tests were used to test the proposed hypotheses.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The results indicated a significant positive correlation between religiosity and ECCB. Pro-religious and intrinsically religious consumers reported higher importance to ECCB than non-religious and extrinsically religious consumers. It is, therefore, concluded that religiosity plays an important role in determining ECCB among Muslim consumers in India.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>The study sample comprised Indian university students as respondents, whose consumption behaviours may be constrained by limited independent income. Further, only male students have been included because of methodological considerations.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>This study suggests that green marketers can use religiosity as a possible segmentation variable to effectively position their products. Religious messages or symbols can be invoked in advertising and other communication campaigns by marketers to gain acceptance for green products and consumption behaviours among consumers.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>Few studies have examined the role of religiosity and its impact on consumer behaviour. The present study sought to address this gap in literature and offers preliminary insights about how marketers can effectively use religious symbols for marketing green products to consumers. The study is an initial attempt to provide elementary understanding about the consumption behaviour of Indian Muslims who have been insufficiently investigated by marketing and consumer researchers.</jats:p> </jats:sec>

Journal

Journal of Islamic MarketingCrossRef

Published: Nov 14, 2016

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