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Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions
journal contribution
posted on 2023-05-20, 11:51 authored by Mortimer, G, Fazal-e-Hasan, SM, Martin GrimmerMartin Grimmer, Eleanor GrimmerEleanor GrimmerThe 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.
History
Publication title
Journal of Retailing and Consumer ServicesVolume
55Pagination
1-13ISSN
0969-6989Department/School
TSBEPublisher
ElsevierPlace of publication
United KingdomRights statement
Copyright 2020 Elsevier Ltd.Repository Status
- Restricted