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Religiosity, idealism, and ethical consumption: the mediating effect of perceived customer effectiveness and moral obligation
Journal of Social Marketing ( IF 4.115 ) Pub Date : 2020-11-09 , DOI: 10.1108/jsocm-07-2020-0116
Abdallah Alsaad , Abdulazeez Y.H. Saif-Alyousfi , Hamzah Elrehail

Purpose

The cognitive processes through which religiosity and idealism affect ethical consumption have received little attention in prior research. This study aims to explore the influence of religiosity and idealism on ethical purchasing intention through moral obligation and perceived customer effectiveness (PCE).

Design/methodology/approach

The study analyses data from 149 Muslim participants in Saudi Arabia, using structural equation modelling.

Findings

The results reveal that religiosity leads to PCE but not to moral obligation and that idealism leads to both PCE and moral obligation. Mediation analysis indicated that PCE mediates the effect of both religiosity and idealism, although moral obligation only mediates the effect of idealism.

Research limitations/implications

This research enriches the understanding of ethical consumption and contributes to the debate on how religiosity and idealism affect ethical consumption. It also has significant implications for theory and the development of sustainable marketing initiatives. Marketing campaigns and other promotional activities may focus on the interconnection between ethical purchase and the religious and ideology dimensions of consumers. Also, while formulating a communication strategy, it is necessary to emphasize the religious dimension of the sustainable use of the product.

Originality/value

Moral obligation and PCE have been shown as cognitive and psychological mechanisms explaining the links between religiosity or idealism and ethical purchasing behaviour.



中文翻译:

宗教信仰,理想主义和道德消费:感知到的客户效力和道德义务的中介作用

目的

宗教和理想主义通过其影响道德消费的认知过程在先前的研究中很少受到关注。这项研究的目的是通过道德义务和感知的顾客有效性(PCE)来探讨宗教信仰和理想主义对道德购买意图的影响。

设计/方法/方法

该研究使用结构方程模型分析了来自沙特阿拉伯的149名穆斯林参与者的数据。

发现

结果表明,宗教信仰会导致PCE,但不会导致道德义务,唯心主义会导致PCE和道德义务。调解分析表明,虽然道德义务仅调解了理想主义的影响,但PCE调解了宗教和理想主义的影响。

研究局限/意义

这项研究丰富了对道德消费的理解,并为关于宗教信仰和理想主义如何影响道德消费的辩论做出了贡献。它还对理论和可持续营销计划的发展具有重要意义。市场营销活动和其他促销活动可能集中在道德购买与消费者的宗教和意识形态维度之间的相互联系上。另外,在制定沟通策略时,有必要强调产品可持续使用的宗教意义。

创意/价值

道德义务和五氯苯酚已被证明是一种认知和心理机制,解释了宗教或理想主义与道德购买行为之间的联系。

更新日期:2020-11-09
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