Effect of Religiosity on Consumer Decision-making: A Serial Mediation Model

Religiosity is the spine behind a consumer’s mental makeup, directing towards a core need to explore the effect of religiosity on a consumer’s decisions. The study aims at analysing the path between consumers’ religious commitment (RC) and their quality conscious decision-making (QCDM) through fashion conscious and price conscious decisions as serial mediators. The sample was collected from 400 respondents belonging to the Hindu religion in India. Data were analysed and hypotheses were tested for probable relationships using structural equation modelling (SEM) and bootstrapping through the PROCESS macro. The study reflected a positive relationship between RC (intrapersonal) and QCDM. Fashion conscious and price conscious decision-making serially mediated the path between RC and QCDM. The results clearly indicate that religiously committed consumers are fashion conscious, price conscious and quality conscious. Religiosity should be strongly taken into consideration by the companies while analysing consumers’ decision-making processes, as religion is the backbone for all major judgements. This research highlights the path along which a religious consumer’s decision moves. The findings can be incorporated into business strategies for better understanding of consumers.