Religiosity Commitment and Decision-Making Styles Among Generation Y Muslim Consumers in Malaysia

Abstract

This article examines the influence of religiosity commitment on the decision-making styles of Generation Y Muslim consumers in Malaysia. Both the Religious Commitment Inventory (RCI-10) and the Consumer Styles Inventory (CSI) were tested. A non-probability sampling was employed to select 500 targeted respondents, and 486 completed structured questionnaires were returned. Factor analysis was conducted to determine the religiosity commitment and decision making styles dimensions. A two dependent sample t-test was employed to examine the influence of devout and casual religiosity commitment on shopping styles. The research results indicate that religiosity commitment consists of two dimensions (interpersonal and intrapersonal commitment). Additionally, Muslim Generation Y consumers have eight decision making styles : Fashion Consciousness, Confused by Over choice, Quality Consciousness, Brand Consciousness, Brand Loyalty, Recreational Shopping Consciousness, Value-impulsiveness and Time Restricted. The results also suggest that the devout and casual groups are significantly different in the Quality Consciousness and Brand Consciousness decision making styles. Those high in religious commitment tend to be more quality and brand conscious. Of the eight prevailing decision-making styles, only six are consistent with Sproles and Kendall. Two other styles – Value-impulsiveness and Time Restricted – emerged as new decision making styles of Muslim youths in Malaysia.