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Selfishness and consumer ethics: Does (non)religiosity matter?


Arli, D and Tjiptono, F, Selfishness and consumer ethics: Does (non)religiosity matter?, Journal of Philanthropy and Marketing Article e1751. ISSN 2691-1361 (2022) [Refereed Article]

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Copyright Statement

2022 The Authors. Journal of Philanthropy and Marketing published by John Wiley & Sons Ltd. This is an open-access article under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0) License (, which permits use, distribution, and reproduction in any medium, provided the original work is properly cited.

DOI: doi:10.1002/nvsm.1751


During the COVID-19 pandemic, frenzied selfishness and panic buying have dominated headlines around the globe. When people hoard supplies, others (including the needy and vulnerable people) cannot find necessities. Despite repeated calls from leaders, people worldwide continue to hoard supplies, and millions of people ignore coronavirus concerns, including churches. Hence, the purpose of this study is first to investigate the impact of consumers' (non) religiosity on selfishness and, subsequently, the impact of selfishness on consumers' ethical beliefs. Secondly, we explore do people's religiosity matters? Are religious people more ethical and less selfish than atheists or vice versa? This study uses the convenience sampling approach to investigate consumers' ethical beliefs. The sample was collected through Amazon M-Turk and totaled 235 responses. The results show that consumers' intrinsic religiosity did not significantly influence consumers' selfishness. Furthermore, extrinsic religiosity and atheism positively influence consumers' selfishness. Finally, the results show that selfishness is prevalent in every group irrespective of the group's belief or nonbelief status. The results indicate that when exploring consumer ethics, the key measure should not only focus on consumers' religiousness or lack of religiousness but, instead, it should also include consumers' selfishness. This study offers several implications for non-profit organizations dealing with ethical issues, and secondly, the study will have implications for ethical education among religious or non-religious consumers. Originality/value-This is one of the first few studies investigating the impact of consumers' religiosity on selfishness. In addition, this study investigates differences between religious and non-religious consumers on consumer ethics.

Item Details

Item Type:Refereed Article
Keywords:atheism, consumer ethics, extrinsic religiosity, intrinsic religiosity, selfishness
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer behaviour
Objective Division:Culture and Society
Objective Group:Ethics
Objective Field:Business ethics
UTAS Author:Arli, D (Dr Denni Arli)
ID Code:150003
Year Published:2022
Deposited By:TSBE
Deposited On:2022-05-09
Last Modified:2022-10-07
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