Investigation of the Relationship between Religiosity and Controversial Product and service Purchase

Mohammad Aghaei, Akram Abdolmaleki


The purpose of this paper is to study the effects of religiosity on controversial product purchases. To measure the effects of religiosity, we used the Glock model, which consists of ideological dimensions, ritualistic dimensions, intellectual dimensions, experimental dimensions and consequential dimensions. To measure controversial product purchases, Ajzen and Fishbein models were used. Applied method in this paper is descriptive-surveying and samples were selected among 390 students in Iran. Controversial products in this research consist of cigarette, alcoholic drinks, and products for preventing pregnancy. The results indicated that there is a direct relationship between religiosity and consequential dimensions with a tendency toward purchase behavior, and on the other hand, there is no meaningful relationship between ideological dimensions, intellectual dimension, and experimental dimension with tendency toward purchase behavior. Also, there is a direct relationship between tendencies toward purchase behavior, with purpose of purchasing controversial products. This study affects on beliefs of people and is a new and creative study in this respect and could present useful strategies for marketing and advertising managers to be aware of religious beliefs of people. This is the first paper to investigate the relationship between religiosity and controversial products, not only in Iran but also in the entire Islamic market. Moreover, this is a relatively new issue that remains largely undiscovered by researchers worldwide. This paper will help to emphasize its importance and implications to business decisions.


Religiosity, Controversial Products, Islam, Purchase Intention, Structural Equation Model (SEM)

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