Effects of intrinsic and extrinsic religiosity on value-expressive and social-adjustive attitude functions towards product

Abstract

Purpose This research aims to find out whether intrinsic and extrinsic religiosity affect product attitude functions (value-expressive, social-adjustive). Design/methodology/approach The population of the research consists of Muslim consumers in Turkey and Christian consumers in Portugal. Using the convenience sampling method, the data was obtained from 800 questionnaire forms which consist of 400 forms filled by Muslim consumers in Turkey and 400 forms filled by Christian consumers in Portugal. Smart PLS 3 (Partial Least Squares) statistical program was used to test hypotheses. Findings Results of the analyses show that the intrinsic religiosity of Muslim Consumers living in Turkey and Christian consumers living in Portugal negatively affects the value-expressive and social adjustive attitude. Extrinsic religiosity, on the other hand, has been found to have a positive effect on the functions of value-expressive and social-adjustive attitudes within the consumers of both countries. Originality/value There are studies on religiosity and consumer attitudes in the Turkish literature (Kurtoglu and Çiçek, 2013; Uyar et al., 2020; Demirag et al., 2020). Religiosity dimensions (intrinsic/extrinsic religiosity); however, have been neglected in the Turkish literature. This study provides a detailed evaluation of the effect of these dimensions on the dependent variable. Additionally, this study emphasizes the relational aspect of attitude dependent variable and religiosity dimensions by approaching it through the context of value-expressive and social-adjustive attitude. Thus, it is aimed to help practitioners and the literature gain a different perspective by referring to the attitude functions whose foundations were laid in the studies of Smith et al. (1956), Katz (1960) and strengthened in studies like Wilcox et al. (2009). By comparing two different religions, the study results are analyzed in the context of different regions and cultures. This comparison can be beneficial both for local and international investors as religious and cultural factors play an important role in local and cultural investment decisions. The results of this study are thought to contribute to the consumer behavior literature and to public authorities in terms of evaluating the level of religiosity. In addition, this study can have practical results for the practitioners in both Portugal and Turkey.