Religiosity and Impulsive Buying Tendencies: A model and Empirical Application

Muhammad Danish Habib, Noshaba Batool, Masood Hassan
Published Online: June 2020

Impulsive buying is a dream segment for retailers and marketers. Stimulants in retail environment evoke a sudden urge for the acquisition of products spontaneously. This desire for immediate possession and instant gratification may get an effect from the religious orientation and various beliefs of an individual. This study seeks to examine the influence of religiosity on impulsive buying behavior through various beliefs. Based on the theoretical assumption underpinning Values-Attitudes-Behavior (VAB) hierarchy and theory of consistency, this study examines religiosity as an antecedent of materialism, risk aversion, life satisfaction which ultimalty drive impulsive buying tendencies. A self-administrated survey questionnaire was used to collect the data by using mall-intercept approach. The sample size consisted of 272 consumers of apparel products. Structural equation modeling technique was carried out to establish the reliability, validity of measures and to examine the relational paths. In general, results are in support of propositions that the religiosity precedes various types of beliefs that turn into impulsive buying tendencies. Inner individual spiritual meanings and exterior social meaning of religious values condemn materialistic beliefs and enhance the risk aversion and life satisfaction of customers. Furthermore, customers with higher-level materialistic beliefs are more inclined towards impulsive tendencies, while the less risk-takers and satisfied with their life have lower impulsive tendencies. It requires incorporating the aspect of religious beliefs with behavioral outcomes. The findings of the study have significant implications for retailers of developing countries.


Religiosity, Islam, Materialism, Life Satisfaction, Impulsive Buying Tendencies