Purpose

Due to economic growth and increasing the population of Islamic societies in the world, marketing studies have become more essential in these societies. This paper aims to study the relationship between Islamic religiosity and conspicuous consumption in Mashhad, the second-most populous city in the Islamic Republic of Iran, as a case of Islamic societies in the Middle East.

Design/methodology/approach

The data were collected by a survey of 534 respondents in Mashhad and stratified random sampling was applied.

Findings

Unlike the majority of former investigations, the results showed that there is a positive relationship between Islamic religious commitment and conspicuous consumption. Furthermore, gender, social media and income are important factors in explaining the extent of conspicuous consumption.

Practical implications

Luxury companies can use the results of this research to invest in Islamic countries where there is a great demand for luxury items. Additionally, it is recommended for these companies to use the potential opportunity of social media which is extremely popular in Muslim countries to advertise their products to a large population at a low price.

Originality/value

The results of this study can challenge the conventional understanding of the relationship between Islamic religiosity and conspicuous consumption. According to the results of this paper, in the Middle East Islamic rich countries, it seems that Muslims have a positive attitude toward conspicuous consumption, although Islam disapproves consuming excessively by the notion of Israf.

中文翻译：

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唯心主义与唯物主义：宗教能减少炫耀性消费吗？

目的

由于经济增长和世界伊斯兰社会人口的增加，营销研究在这些社会中变得更加重要。本文旨在以中东伊斯兰社会为例，研究伊朗伊斯兰共和国第二大城市马什哈德的伊斯兰宗教信仰与炫耀性消费之间的关系。

设计/方法/方法

这些数据是通过对马什哈德 534 名受访者的调查收集的，并应用了分层随机抽样。

发现

与之前的大多数调查不同，结果表明，伊斯兰宗教承诺与炫耀性消费之间存在正相关关系。此外，性别、社交媒体和收入是解释炫耀性消费程度的重要因素。

实际影响

奢侈品公司可以利用这项研究的结果在对奢侈品有大量需求的伊斯兰国家进行投资。此外，建议这些公司利用在穆斯林国家极受欢迎的社交媒体的潜在机会，以低价向大量人群宣传他们的产品。

原创性/价值

这项研究的结果可以挑战对伊斯兰宗教信仰与炫耀性消费之间关系的传统理解。根据本文的结果，在中东伊斯兰富裕国家，穆斯林似乎对炫耀性消费持积极态度，尽管伊斯兰教不赞成以伊斯拉夫的概念过度消费。