An empirical study on determining the consumer awareness level and hedonic and responsible consumption in the context of religious belief

The main aim of this study is to use exploratory and confirmatory analysis techniques to identify the direct and indirect effects of consumers' religious belief awareness levels on hedonic, responsible, and sustainable consumption. In addition, it will also be examined whether religious belief and consumption variables differ according to demographic variables. Over 18-year-old general consumers make up the research population. The data were collected using the online survey method in the study, which employed the quantitative research method (quantitative research design). There were 685 questionnaires in all that were reviewed and used to analyse the data. Descriptive statistics, exploratory factor analysis, difference tests, confirmatory factor analysis, and path analysis are the primary statistical methods employed in the research. SPSS and AMOS package programs were used in the analysis of the data. According to the results of the confirmatory analysis of the research, the levels of consumers' religious belief awareness (result based on intrinsic, extrinsic religiosity and secularism) had a significant and adverse direct impact on hedonic consumption (consumption for vanity, entertainment, gift giving and socialization). Consumers' level of religious belief awareness (result based on intrinsic, extrinsic religiosity and secularism) had a large and positive direct effect on responsible consumption (simplicity, thrift, natural and ethical consumption). Lastly, the level of religious awareness among consumers (based on internal, external, religious religiosity, and secularism) positively and indirectly influenced the consumption of domestic goods and sustainable consumption (recycling, conscious and environmentally friendly consumption).It has been determined that there is a very weak relationship between religious belief dimensionand hedonic consumption dimensions. On the other hand, a very weak relationship was found between dimensionof religious belief and dimensionof responsible consumption, and finally, there was a very weak relationship between the dimensions of religious belief and the dimensions of sustainable consumption.