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

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

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  • Neslişah Özdemir
Neslişah Özdemir
Res. Asst. Dr., Kastamonu University
DOI: https://doi.org/10.30685/tujom.v6i1.111

Published 04/25/2021

Keywords

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

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

Copyright (c) 2021 Neslişah Taner

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

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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