Religious Influences on Impulse Buying Behavior

Abstract

Research Background: Numerous marketing disciplines, particularly those deals with consumer behavior, have explored the influence of religiosity. One sort of buying behavior that customers commonly engage in the modern era is impulse buying, which has long been recognized. An increasing body of research on impulsive buying has emphasized three perspectives: personal or individual characteristics, product aspects, and situational factors. However, there is scarce understanding in marketing studies that examines the impact of religion on impulsive buying behavior. In order to gain a perspective on impulse buying and religious studies, the objective of this paper is to review the relationship between the religiosity element and impulsive behavior.

Purpose: Since this topic has received less attention, it is crucial to investigate the connection between religiosity and impulsive purchasing in Indian context.

Research Methodology: The study used Structural Equation Modeling with sample size of 419 respondents.  

Results: The study's findings showed that intrinsic and extrinsic religiosity had a role in moderating the association between religiosity and impulsive purchasing. Positive relationship among the variables exists. The study also adds to the understanding of consumer behavior by providing the empirical support for the claim that religion has an impact on impulsive buying.