Be Muslim Buy from Muslims: Impact of Retailers Religious Orientations on Consumers Purchasing Patterns

  • Saba Amin School of Business, Zhengzhou University, Zhengzhou, China
  • Muhammad Nabeel Safdar School of Business, Zhengzhou University, Zhengzhou, China
  • Qamar Ali Lyallpur Business School, Government College University Faisalabad, Faisalabad, Pakistan
Keywords: Buying Motives, Purchase Intensions, Intrinsic Religiosity, Extrinsic Religiosity, Belief Congruence Theory


Purpose: This study investigates the impact of retailers’ religious affiliation and religiosity on consumers’ purchasing patterns. The moderated mediation model of this study contemplates a) the mediating role of buying motives of consumers based on thoughts, feelings, emotions, which help them make decisions, and b) the moderating role of intrinsic and extrinsic religiosity dimensions.

Design/Methodology/Approach: Data were obtained from consumers from metropolitan cities of Pakistan. Simple Linear Regression and Pearson Correlation Coefficients were used to investigate the relationships with the help of SPSS and AMOS software. ArcMap was used to represent the selected sample size.

Findings: Drawing on the belief-congruence theory, the findings of this study suggest that religious affiliation of the retailer (RAR) has a significantly positive impact on consumer purchase intentions (CPI) and that consumer buying motives (CBM) have a strong mediating role between RAR and CPI. The study also reveals that the impact of CBM on CPI is stronger in consumers with high intrinsic religiosity. However, data analysis shows that consumers’ extrinsic religiosity is not a significant moderator of the relationship between consumers’ buying motives and purchase intentions.

Implications/Originality/Value: The findings of this study can help retailers make better policies to attract consumers and sustain their businesses.                                                           


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How to Cite
Amin, S., Safdar, M. N., & Ali, Q. (2021). Be Muslim Buy from Muslims: Impact of Retailers Religious Orientations on Consumers Purchasing Patterns. Journal of Business and Social Review in Emerging Economies, 7(4), 847-861.