The Role of Religiosity on the Relationship Between Materialism and Fashion Clothing Consumption Among Malaysian Generation Y Consumers

Abstract

Religiosity is a significant cultural force influencing various dimensions of consumer behaviours; however, its role in the literature on fashion clothing remains unclear. To rectify this paucity of information, this study explores the relationship between religiosity, materialism and fashion clothing involvement (FCI); and religiosity, materialism and fashion clothing purchase involvement (FCPI). Using a sample of 282 Malaysian Generation Y consumers, it employs a positivist research approach, comprising of a quantitative basis of enquiry, and gathered data via survey questionnaires. The research findings show that religiosity moderates the relationship between materialism and FCI, as well as materialism and FCPI, where an individual’s religiosity is inversely associated with FCPI. Another finding is the importance of FCI in mediating the relationship between materialism and FCPI, plus the significance of mediated moderation and its effects on the relationship between materialism and FCPI. The findings reinforce the role of religiosity in consumer involvement in fashion clothing and fashion clothing purchase trends. Recognition of this significant construct and its importance may enable marketers to develop more sophisticated positioning strategies.