Vol. 6 No. 1 (2021): Turkish Journal of Marketing
Articles

Religiosity and sustainable consumption behaviour: The mediating role of voluntary simplicity

Neslişah Özdemir
Res. Asst. Dr., Kastamonu University

Published 2021-04-25

Keywords

  • Religiosity, Voluntary Simplicity, Sustainable Consumption Behaviour
  • Dindarlık, Gönüllü Sadelik, Sürdürülebilir Tüketim Davranışı

How to Cite

Özdemir, N. (2021). Religiosity and sustainable consumption behaviour: The mediating role of voluntary simplicity. Turkish Journal of Marketing, 6(1), 70-89. https://doi.org/10.30685/tujom.v6i1.111

Abstract

The purpose of this study is to examine the mediating role of voluntary simplicity between religiosity and sustainable consumption behaviour. This study draws on the value-attitude-behaviour hierarchy model. Within the scope of the research, religiosity (intrinsic and extrinsic) and voluntarily simplicity lifestyle (cautious attitudes in shopping and self-sufficiency) are examined under two dimensions, and sustainable consumption behaviour (environmentally-consciousness, redundant consumption, saving, and reusability) under four dimensions. The data obtained from 285 university students through the face-to-face survey were analyzed with Process Macro developed by Hayes (2013). According to results, cautious attitudes in shopping and self-sufficiency have an indirect-only mediation role between intrinsic religiosity and environmentally-consciousness dimension. Furthermore, a cautious attitude in shopping has an indirect-only mediation role between intrinsic religiosity and redundant consumption, saving and reusing. However, dimensions of voluntary simplicity do not mediate the relationship between external religiosity and sustainable consumption behaviour dimensions.

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