Unlocking the Influence of Religiosity on Consumer Behavior: A Multidimensional Perspective.

By: Phima Ruthia Dwikesumasari; Department of Business Administration, Asia Management College Asia University, Taiwan; Department of Business, Faculty of Vocational Studies Universitas Airlangga, Indonesia; phima_ruthia@vokasi.unair.ac.id


This article discusses the complex relationship between religiosity and consumer behavior. Looking at the various diverse dimensions of religious commitment and its effect on consumer decision-making. Drawing from extensive scholarly research, this article emphasizes a comprehensive understanding of religiosity, encompassing both cognitive beliefs and behavioral patterns. The article elucidates the impact of consumer choices, preferences, and lifestyles. It underscores the importance of adapting measurements to specific religious and cultural contexts, advocating for cross-cultural analyses to deepen the comprehension of religiosity’s influence on consumer behavior. It emphasizes the integration of empirical findings with critical analysis to guide ethical approaches in marketing. It aims to further explore the complexities of religious commitment and its implications for consumer attitudes, fostering greater cultural sensitivity in business practices through ongoing research and inquiry.


In recent years, there has been a surge of interest in the fields of religion, spirituality, and consumer behavior, captivating the attention of both scholars and practitioners. Numerous academic publications have clarified the complex connection between spiritual practices, religious beliefs, and other aspects of mental and physical health, from Miller’s[1] groundbreaking research to George et al[2]. These discoveries not only enhance our understanding of human psychology but also have significant implications for marketing strategy and related fields.

Understanding Religiosity and Religious Commitment.

Spirituality is defined as a range of emotions, thoughts, and actions that arise from a quest for the sacred, distinct from organized religious activities[3]. This interpretation is also included in Worthington’s concept of religiosity. The degree to which a person upholds and incorporates their religious principles into their daily life is known as their religious commitment[4]. According to Muhammad and Mizerki[5], religion comprises five primary components: affiliation, orientation, commitment, knowledge, and consequences. These five components manifest in individuals who adhere to a religion but vary in intensity. They serve as foundational values that shape an individual’s assessment and perception of their surroundings and experiences. Supported by empirical evidence, this concept underscores the crucial role of religious commitment in shaping individuals’ outlooks and behaviors.

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Source: Muhamad & Mizerski (2010)

Considering these insights, the Religious Commitment Inventory (RCI-10) assessment tool emerges as a promising method for assessing religious commitment. McDaniel and Burnett[6] challenge the conventional understanding of religiosity, which primarily focuses on participation in congregational worship. Instead, they advocate for a more nuanced perspective that distinguishes between cognitive and behavioral dimensions. Cognitive religiosity pertains to the depth of an individual’s religious beliefs whole behavioral religiosity encompasses their religious practices and behaviors.

Religious Commitment and Consumer Behavior.

Empirical research, exemplified by Wilkes et al[7] underscores the significant impact of religiosity on diverse aspects of consumer behavior and lifestyle choice. Individuals with heightened religious commitment often report greater satisfaction with life, adhere to traditional gender norms, and may even wield influence as opinion leaders within their communities. Moreover, McDaniel and Burnett[6] found the substantial influence of cognitive religious commitment on perceptions of retail store attributes.

Understanding the religious commitment of consumers across different cultures is crucial for meeting their needs effectively. Organizations must delve into the role of religion in consumers’ purchasing decisions to develop products aligned with their religious requirements. This approach enables companies to allocate resources efficiently, enhancing their chances of success in the market. Additionally, examining religious influences on industrial buying situations offers valuable insights into consumer behavior. Furthermore, recognizing the importance of religion and Halal issues can shield modern companies from detrimental marketing errors in both local and global markets. Moreover, consumer’s religious commitment affects their negative reactions, feelings, and actions, including discontent and boycotts. This area of marketing research is still lacking in research, which gives academics a chance to close this knowledge gap and learn more about the dynamics of customer behavior.


The diversity in religious beliefs and commitments among individuals within the same religious community underscores the challenge of comprehending religious commitment’s impact on behavior. It is important to tailor measurement approaches to specific religious contexts, guiding both academic research and practical applications in fields like marketing and management.

Lastly, given the dynamics of religion and religious commitment, it is important to understand its role in shaping consumers’ attitudes and preferences. Therefore, businesses can develop a more targeted marketing strategy and foster greater cultural sensitivity in business practices.


  1. Miller, W.R., Integrating spirituality into treatment: Resources for practitioners. 1999: American Psychological Association.
  2. George, L.K., et al., Spirituality and health: What we know, what we need to know. Journal of social and clinical psychology, 2000. 19(1): p. 102-116.
  3. Hill, P.C. and K.I. Pargament, Advances in the conceptualization and measurement of religion and spirituality: Implications for physical and mental health research. 2008.
  4. Worthington Jr, E.L., et al., The Religious Commitment Inventory–10: Development, refinement, and validation of a brief scale for research and counseling. Journal of counseling psychology, 2003. 50(1): p. 84.
  5. Muhamad, N. and D. Mizerski, The constructs mediating religions’ influence on buyers and consumers. Journal of Islamic Marketing, 2010. 1(2): p. 124-135.
  6. McDaniel, S.W. and J.J. Burnett, Consumer religiosity and retail store evaluative criteria. Journal of the Academy of marketing Science, 1990. 18: p. 101-112.
  7. Wilkes, R.E., J.J. Burnett, and R.D. Howell, On the meaning and measurement of religiosity in consumer research. Journal of the academy of marketing science, 1986. 14: p. 47-56.

Cite As

Dwikesumasari P. R. (2024) Unlocking the Influence of Religiosity on Consumer Behavior: A Multidimensional Perspective, Insihts2Techinfo, pp.1

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