Effects of Religiosity on Apparel Shopping Orientation: An Exploratory Study

Abstract

Although religion is an important cultural element that affects a society’s value system and its people’s behavior, limited research has studied effects of religion on consumers’ patronage behavior, especially when it comes to apparel. This study, therefore, explored religiosity and consumers’ apparel shopping orientation. The findings reveal that religiosity significantly affect Christian consumers’ apparel shopping orientation. Specifically, religiosity has a significant positive direct effect on quality consciousness, fashion consciousness, and price consciousness. The study indicates fashion retailers should understand the role of religiosity on consumers’ patronage behavior, thus delivering better value to their customers.