eCite Digital Repository

Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions


Mortimer, G and Fazal-e-Hasan, SM and Grimmer, M and Grimmer, L, Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions, Journal of Retailing and Consumer Services, 55 pp. 1-13. ISSN 0969-6989 (2020) [Refereed Article]

Copyright Statement

Copyright 2020 Elsevier Ltd.

DOI: doi:10.1016/j.jretconser.2020.102115


The role of religion has been overlooked as an antecedent to risk perception, as has moral potency, in purchasing religiously sensitive products. The aim of this study is to demonstrate how perceived risk and moral potency explain the impact of shopper religiosity on purchasing religiously questionable products from retailers. A conceptual model was tested on a sample of 271 respondents, elucidating the complex relationships between religiosity, social and psychological risk, moral potency and purchase intention. The model offers a strong psychological explanation of how a shoppers’ religion may increase their perceptions of risk and personal responsibility, confidence and courage, which subsequently impact purchase intentions. Retail managers may choose to implement this model to better predict shopper adoption behaviour of new religiously questionable products. The model allows for future empirical examinations across multiple shopping contexts and may be employed to estimate levels of demand for new products based on the extent of religiosity, moral potency and risk.

Item Details

Item Type:Refereed Article
Keywords:retailing, shopping, consumer religiosity, perceived risk, moral potency
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing communications
Objective Division:Commercial Services and Tourism
Objective Group:Property, business support services and trade
Objective Field:Wholesale and retail trade
UTAS Author:Fazal-e-Hasan, SM (Dr Syed Fazal-E-Hasan)
UTAS Author:Grimmer, M (Professor Martin Grimmer)
UTAS Author:Grimmer, L (Dr Louise Grimmer)
ID Code:137956
Year Published:2020
Web of Science® Times Cited:19
Deposited By:TSBE
Deposited On:2020-03-17
Last Modified:2021-11-24

Repository Staff Only: item control page