How different religiosity facets affect materialism, hedonistic shopping values, and compulsive buying: Toward mediation‐moderation effects

Abstract

This study offers interdisciplinary theoretical discussion connecting consumer behavior, values, self‐regulation, self‐determination, and religiosity concepts, and develops a conceptual model of the effects of consumer religiosity on compulsive buying. Complex sequential mediational mechanisms are investigated, involving the effects of unique religiosity facets on compulsive buying through materialistic values and hedonistic shopping values. Results show that intrinsic religiosity is negatively related with materialistic and hedonistic shopping values and compulsive buying, while the social extrinsic religiosity and personal extrinsic religiosity are positively related with these consumer values and the resulting compulsive buying. Compared with prior research, this study examines the three religiosity facets separately. This work also identifies the moderating role of gender, with all facets of religiosity exhibiting stronger relationships for women as compared with men. Theoretical and practical implications for consumers, policy makers, and marketers focus on the importance of maintenance of intrinsic religiosity orientation in personal life.