Impact of religious commitment on the consumer's decision-making styles

The study aims to understand the role played by religious commitment in consumers' decision-making styles. The research focuses on two types of decision-making styles: confused by over-choice consumers (abundance of options) and recreational consumers (who enjoy shopping). A moderated mediation path model is analysed in the study. The mediation effect of recreational consumers is studied in the direct relationship between religious commitment and confused by over-choice consumers, with gender as a moderator. Religiously committed consumers are recreational shoppers and get confused by over-choice. Recreational consumers partially mediate the path between religious commitment and confused by over-choice consumers. Gender moderates the path between religious commitment and recreational consumers. Religiously committed consumers are recreational, but they get confused by over-choice. Commitment to religion shapes the consumer's lifestyle and leads to their religiously oriented decisions. The study will add a new decision path to the literature on consumer decision-making. It can be used by companies to understand Hindu consumers' decision-making styles.