Influence of religiosity on ethical consumption: the mediating role of materialism and guilt

Abstract

Purpose The purpose of this study is to examine the influence of religiosity on ethical consumption of consumers. It also aims to measure the mediating effect of materialism and guilt. Design/methodology/approach The study collected data from 360 Indian consumers through an online survey. Findings Religiosity was found to have a strong and significant influence on consumers’ ethical consumption behaviour. It was also found that materialism and guilt mediate the relationship between religiosity and ethical consumption. Findings reveal that a higher level of religiosity in consumers guides them to avoid unwanted behaviour such as unethical consumption. Research limitations/implications The study provides an insight into the significance of values in ethical consumption decisions. It examines the mediational effect of materialism and guilt between religiosity and ethical consumption. Practical implications Marketers can formulate more successful communication strategies by taking into account the level of religiosity of Indian consumers and underlying cultural foundations within the society. Marketers can also use taglines or promotional messages to promote sacrifice for the well-being of the environment. Originality/value This research is a guiding step towards studying the influence of religiosity on ethical consumption through guilt and materialism of consumers in an emerging nation.