Investigating How Religiosity Relates to Consumer Ethics

Research output: Contribution to journalMeeting AbstractResearchpeer-review


Extant research on the relationship between religiosity and consumer ethics has not examined
the effects of all types of religious orientations on consumers’ ethical beliefs. In particular,
this stream of research has ignored the role of quest religiosity in this context. Furthermore,
prior research has not identified process level explanations for the effects of religiosity on
consumer ethics. This study addresses both these gaps in the literature. Results from an online
survey of 500 US consumers reveal that intrinsic religiosity and quest religiosity have
independent effects on consumers’ beliefs regarding various dimensions of consumer ethics.
The results also demonstrate that personal moral philosophies - idealism (the level of concern
for the welfare of others) and relativism (the level of belief in universal moral rules) - are
mediators that considerably explain the effects of both intrinsic religiosity and quest
religiosity on consumer ethics.
Original languageEnglish
Pages (from-to)397-397
Number of pages1
JournalANZMAC 2017: Marketing for Impact - Proceedings
Publication statusPublished - Dec 2017
EventAustralian and New Zealand Marketing Academy Conference 2017: Marketing for Impact - Melbourne, Australia
Duration: 4 Dec 20176 Dec 2017


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