An investigation on consumer religiosity and shopping attitude

From past to present, religious beliefs seem to have a multifaceted power of influence on the believer because religion plays a role in shaping an individual's feelings, thoughts and behaviors to the extent that it penetrates human life. In this context, the effect of religion on human beings is not limited to rituals such as prayer, fasting, and pilgrimage, but also in daily life behaviors. In this context, one of the obvious phenomena is consumption behavior. Therefore, one of the types of human behavior on which religious beliefs are effective is consumption attitudes and preferences. In this study, the relationship between religiosity and consumption behavior was examined. What is the relationship between religiousness and consumption attitude and preferences, which are sometimes considered as luxurious, such as entertainment and vacation, from essential needs such as food and clothing? A total of 1.106 people had been reached to examine the role of religion in a consumer's attitude and style. The Consumer Styles Inventory (CSI) model developed by Sproles and Kendall (1986) is used to determine the consumer-style. In order to measure the level of religiosity in this research, we developed the Religious Attitude Scale (RAS) model. Data were analyzed by the SPSS-24 and Pearson Correlation Analysis was conducted to determine the relationship between the scales. ANOVA and independent group t-test were used to determine the difference between groups. According to the results obtained from the study, a significant relationship was found between the Religious Attitude Scale (RAS) scores and the Consumer Styles Inventory (CSI) scores. When we look at the nature of this relationship negative correlations were found between religiosity and the following sub-factors of consumer styles; Brand Orientation, Innovation-Fashion Orientation, Shopping Without Thinking, Habit (brand loyalty), Experiencing Information Confusion; It wasalso determined that there was a positive correlation between religiosity and Price Orientation and Avoiding Shopping sub-factors. Another important finding of the study is that religious beliefs seems to be the most determining factor in the food, clothing, holiday and bank preferences of the individuals who participated in our study. To sum up, the results obtained from this research indicate that religiosity has an effect on consumption style and preferences in the context of the study sample. Keywords: Psychology of Religion, Religion, Religiosity, Consumption, Consumer Religiosity, Consumption Style