Religiosity and consumers' use of product information source among Korean consumers: an exploratory research

Abstract

AbstractIn response to the lack of research on the impact of religion on consumer behaviour, this study investigates how consumers' use of various product information sources can differ depending on their levels of religiosity (high, low and none). Data were collected from Korean consumers in Korea. The findings from data analyses indicate that the usages of product information sources among Korean consumers generally vary based upon their levels of religiosity. Limitations and suggestions for future research to further understand the effects of religiosity on consumer behaviour were addressed.