Religiosity and Ecologically Conscious Consumption Behaviour

DOI 10.14707/ajbr.150014

Tajamul Islam
Pondicherry University
Uma Chandrasekaran
Pondicherry University


Religiosity has been found to significantly influence several aspects of consumer buying behaviour. However the area remains considerably under-researched because of the attendant methodological challenges in tackling this sensitive topic. Growing environmental concerns throughout the world have pushed responsible consumption as a critical issue for businesses. This study explored whether religiosity influences the ecological conscious consumption behaviour among consumers in India. A structured questionnaire developed for the purpose of this study was administered to a sample of 191 young Muslim male respondents. Structural equation modelling (SEM) was used to test the influence of two types of religiosities – extrinsic and intrinsic – on ecologically conscious consumption behaviour (ECCB). The results indicated a significant positive relationship between intrinsic religiosity and ecologically conscious consumption behaviour. The findings suggest that religiosity can play an important role in determining ecologically conscious consumption behaviour among Muslim consumers in India.

Key words: Religiosity, Religious affiliation, Muslim consumers, Ecologically Conscious Consumption Behaviour, Indian Consumers, Intrinsic religiosity, Extrinsic religiosity

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