The relationship between hedonic consumption selfishness and religiousness

This study examines the associations among hedonic consumption, selfishness, and religiousness. In this regard, it focuses on the associations between hedonic consumption and selfishness, hedonic consumption and religiousness, religiousness, and selfishness, and the moderating role of religiousness on the association between hedonic consumption and selfishness. First, the study addresses the theoretical background of hedonic consumption and selfishness and the role of religiousness on these two concepts. This study, designed as quantitative research and using a survey method, comprises a random probability sample of 895 participants over age 18 living in Turkiye. The cross-sectional data was collected via a survey, which included a personal information sheet, the Hedonic Consumption Scale, the Selfishness Scale, and the Religiousness Scale. Statistical analysis of the data obtained was carried out using IBM SPSS Statistic 21.0 statistical package program. The study results demonstrated a statistically positive relationship between hedonic consumption and selfishness, and selfishness was adversely linked to religiousness. Also, the findings indicated that religiousness did not moderate the exacerbating effect of hedonic consumption on selfishness. Also, there are positive and negative associations among hedonic consumption, its subdimensions, selfishness, and its subdimensions. There was a negative association only between religiousness and the thought subdimension of hedonic consumption. There were negative associations between religiousness and subdimensions of selfishness. Results demonstrated that as the hedonic consumption level of the participants increases, their selfishness levels also increase. In addition, as the religiousness level of the participants increases, their selfishness levels decrease. However, religiousness did not moderate the associations between hedonic consumption and selfishness. Taken together, the participants demonstrated a high level of religiousness and a low level of selfishness; however, they kept having hedonic consumption behaviors and attitudes due to post-modern lifestyle, social environment, and social media usage. In addition to these results, the fact that this study is the first study to address the relationship between hedonic consumption, selfishness and religiosity in terms of its subject and findings reveals its contribution to the literature.